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How Reaction Time uncovers consumers’ true attitudes about brands, products, comms & more.

The purpose of this summary is to provide short, easy to understand yet comprehensive information about the science behind Reaction Time, theoretical foundations of the method and the iCode™ methodology.

How it is done?

In a short online survey a series of simple questions about a brand, a product, or an advertisement is asked. We know that consumers’ rational (explicit) declarations are important, but assessing those responses in the context of the time that consumers’ brains need to produce an answer gives a new perspective, resulting in new insights and a competitive edge.

What speed of the answer is telling us?

Reaction Time reveals automatic, emotional reactions, which leads to enhanced understanding of consumer behavior. Fast answers indicate strong and easily accessible attitudes that have the highest potential to influence consumers’ behavior. On the other hand, slow answers suggest that on emotional level consumers are not certain about their own attitudes – it is possible that they do not truly believe in what they have declared or they have not made up their minds yet. Slow answers are provided with doubt and disbelief and are less likely to influence consumers’ behavior.

Actual attitudes of consumers are better reflected by a combination of explicit rational opinions with Reaction Time responses, rather than when assessed just by traditional questionnaires.

Thanks to iCode™ the rational outcome of traditional survey is fine-tuned with Reaction Time – to better answer your research questions. We do not want to change your approach. We want to add to your well-established research process our small part…that can make a big difference.

Updated on 8 October 2018

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