Most decisions are made by our sub-conscious mind

How Do You Measure Customers’ Sub-Conscious Motivations?

Most Decisions Are Made By Our Sub-Conscious Brain:

Neuroscience suggests that up to 95% of our decisions are made by our emotional sub-conscious brain and yet most research targets the conscious mind. To understand implicit (psychological) motivations it is therefore necessary to access the unconscious brain as this is known to direct attention towards brands and is more predictive of purchasing behaviour than subjective likeability.

What are implicit research techniques?

Implicit research seeks to access the automatic and sub-conscious mind (see System 1) using techniques that do not rely on direct, deliberate, controlled or intentional self-reporting. As a result relatively few research techniques qualify as implicit because many methods of research rely on conscious (intentional) thought.

Image of table showing different types of research and whether they are implicit techniques

One implicit research technique that is becoming increasingly popular with marketers because it is scalable and can measure sub-conscious feelings towards a brand or product is the Implicit Association Test (IAT).

 What is the Implicit Association Test?

The Implicit Association Test (IAT) allows you to measure the strength of a person’s automatic association between mental concepts (e.g. Muslims and Christians) and evaluations (e.g. positive or negative) or stereotypes (e.g. extremists, don’t integrate). It does this by measuring how quickly people can sort words or images into categories each time they are exposed or “primed” to a stimulus (e.g. a brand logo or product).

Why does it work?

It works on the basis that when you are primed with an image, sound or a word, the associations your brain has with that concept are much more accessible to you as it improves your cognitive processing. This means it can uncover the strength of your feelings as it monitors how each prime affects your mental processing speed and accuracy.

IAT achieves this by asking respondents to quickly sort words into one of two categories shown on the left and right hand-side of the computer screen. Participants use the “e” key to indicate if the word is most strongly associated with the category on the left and the “i” key if it belongs more to the category on the right.

How is the data used?

By understanding users’ implicit motivations marketers can design content and messages that are much more emotionally engaging and psychologically persuasive. By combining the findings with data from traditional methods of research we can create a decision-making model that includes both emotion and reason. Such models can generate very accurate predictions of user behaviour which can be used to inform campaign planning and value proposition development.

This allows us to measure the impact of the non-conscious on new product concept adoption, advertising response, brand image, packaging evaluations and more. IAT’s also allow you to understand the needs, interests and expectations of different customer segments, enabling you to better target marketing communications for different target audiences to generate a truly emotional response.

Agencies offering IAT’s:

Due to the increasing awareness of the limitations of traditional research more companies are now offering IAT’s to probe the non-conscious mind of the consumer. This includes companies such as Sentient Decision Science, who have a very informative blog,  The Implicit Testing Company, marketing consultancy Beyond Reason and market research company  COG Research.

Conclusion:

The IAT offers a scalable and affordable way for organisations to measure non-conscious motivations and expectations. Implicit methods of research provide a more reliable and accurate measure of the real influences on a user’s behaviour than more traditional explicit research techniques, such as surveys and focus groups.

Indeed, studies have indicated that IAT results show good correlation with preference and purchase intent. So, if you want to understand true user motivations it is time to ditch traditional questionnaires and focus groups as they are probably doing more harm than good.

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  • About the author:  Neal provides digital marketing optimisation consultancy services and has worked for  brands such as Deezer.comFoxybingo.com, Very.co.ukpartypoker.com and Bgo.com. He uses a variety of techniques, including web analytics, personas, customer journey analysis and customer feedback to improve a website’s conversion rate.
  • Neal has had articles published on website optimisation on Usabilla.com  and as an ex-research and insight manager on the GreenBook Blog research website.  If you wish to contact Neal please send an email to neal.cole@conversion-uplift.co.uk. You can follow Neal on Twitter @northresearch, see his LinkedIn profile or connect on Facebook.