Explicit Versus Implicit Research Methods Explicit methods of research, such as focus groups and questionnaires are often very poor at predicting behaviour and so is it time to switch to implicit research techniques? When asked direct questions people are notorious for saying one thing, but doing something completely different. Conventional research techniques assume that people are independent thinking and rational
Is Behavioural Science Key To Effective Marketing? In the book, The Growth Strategy That’s Being Ignored, Paul Rouke and other contributors argue that for conversion rate optimisation (CRO) to be a significant driver of growth a customer centric approach needs to be embedded into the company’s culture. This need to come from the C-suite down and requires aligning the customer experience
Sub-Conscious Motivations Are Hidden From Us: 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) goals 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
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