Conquest’s Launch of Avatar-led Implicix™: First Ever Research Tool to Use 21st Century Online Technology To Reveal How we Deceive Ourselves
Ever wondered why research predictions are continually proved wrong? Or put another way, why we tell researchers one thing and then do quite another? Award winning, top twenty market research agency Conquest is to launch on 18th November a brand new research tool Implicix™ which successfully unlocks the truth about consumers’ feelings and predicts the authentic drivers of behaviour. An industry first, avatar-led online technology is blended with Implicit Theory (pioneered by Nobel prize winning Daniel Kahnneman’s ‘Thinking Fast and Slow’ 2012). Combining enhanced “implicit testing” with innovative metaphoric animation, it is able to explode the myths we tell ourselves with disconcerting accuracy to expose the truth beneath.
The method has already been tested with both Heinz and Ebay with extraordinary success, both on ads and messages which via traditional testing might easily have been missed, leaving marketers to discard ads that could have been really effective.
Implicix™ is an industry game changer. Recent developments in neuroscience and behavioural economics have forced marketers to admit that decision making, formerly thought to be entirely rational and accessible via direct and laborious questioning, is in fact determined by implicit processing (i.e. emotional, intuitive, quick). This means that most current techniques lack a vital component to measure our innermost and most powerful driving forces that actually inform our actions, one that can channel our Implicit Mind (aka Kahnneman’s System 1).
Implicix™ builds on Conquest MD, David Penn’s award winning breakthroughs of the last few years which have already garnered the agency 11 award nominations, commendations and prizes. It is the first ever tool to weld the newest scientific breakthroughs in semiotic theory, cognitive linguistics and behavioural economics to bypass clunky verbal questioning, busting open our emotional processing to reveal the genuine and often irrational criteria beneath.
It works in two ways:- Conquest’s Implicix Matrix™ correlates emotional significance with speed of reaction and accuracy in a given task to obviate the need for explicit questions, minimising cognitive interference; and with metaphoric animation:-Conquest’s gameified and avatar-led animations present the respondent with a series of online visual metaphors to engage with:- this allows views to be expressed intuitively without the need to search for the vocabulary to ‘translate’ them. Findings are then merged to construct a more nuanced picture; drilling further into consumers’ minds to expose hidden and overlooked associations.
