In the second part of Tom Ewing’s look at the application of context hacking in research, he shares how Brainjuicer hacked the context of pack testing to get more accurate results – and how the same thinking can be applied to other parts of shopper marketing…
In the first of a two part series looking at the application of system 1 research in packaging research, Tom Ewing of Brainjuicer talks about how you can improve your chances of predicting real behaviour by “hacking” the context in which you’re asking about how to apply this thinking to pack testing.
In the September issue of Research World an article was published by Lawrence Spero on ‘System 1’ decision making and how online surveys can utilise this instinctive response for better data. It caused a stir with some of our readers. We’ve now published the article online to provide those readers with a space to discuss the piece.
Deliberately distracting survey participants isn’t generally good research practice. And people investigating shopper behaviour don’t often start by spraying a store with perfume But these are a couple of the techniques Tom Ewing and the team at BrainJuicer have been using to test System 1 modes of decision making.
Inspired by a lunchtime face-off, regular contributor Anna Peters and several colleagues discuss the pros and cons of neuromarketing. Can the discipline provide greater insight or is it too early and expensive to provide real value?