At ACUPOLL, we’re often asked a range of questions about the nuances of concept testing and brand positioning. From why certain tests seem to fall flat to the challenges of balancing uniqueness with appeal, these inquiries reflect the complex decisions marketers face daily.
In this post, we’ll address some of the questions we hear, offering insights and strategies that have helped us guide leading brands to success.
Plenty has been written about advances in cognitive science around System 1 thinking (fast, automatic, and emotional) and System 2 thinking (slow, deliberate, and rational). Because consumers use both System 1 and 2 thinking, it is unlikely that research evaluating only their rational assessment OR focusing entirely on implicit/emotional reactions will yield complete results and insight to make the best brand strategy and messaging choices possible. Measuring both System 1 and 2 thinking is important because it more accurately captures how the brain works …
Learning needs don’t divide themselves cleanly into Qual vs. Quant, so why does your research plan?
Traditional market research methods can sometimes miss meeting the evolving demands of today’s fast-paced decision-making environments. Additionally, the division between qualitative and quantitative phases of research may not accommodate complex learning needs that don’t fit neatly into either category. With revolutionary advances in methodology and technology, researchers now have better options to consider.
Inflation is attacking every industry, and organizations are looking for leadership and insight on how to respond.
Our most recent free ACUPULSE™ report compares consumer thoughts, feelings, and behaviors today versus Spring 2022, to answer questions such as:
How are different age groups changing their shopping priorities?
Are any consumers buying more across certain categories than last year?
Beyond lower prices, what kinds of things will motivate consumers to purchase new products?
Click here to download the free report, and be sure to check out the offers at the end of the deck to get even more data customized to your sector, category, or brand.
We’ve debated with ChatGPT about the importance of understanding how emotion/impulse and rational thought factor into consumers’ purchase decisions.
Our Spark Multi-Cognition Research® methodology goes beyond traditional screening of “System 2” reasoning to capture impulsive “System 1” drivers that are critical in today’s crowded marketplace. Spark MCR has helped clients across multiple categories grow their business by narrowing in on the most effective messaging for ad campaigns and packaging, understanding how to increase value and purchase intent, identifying ways to attract new users, and more…
Click below to learn about 5 of our many Spark success stories.
It’s true that human beings often make decisions based on emotion, impulse, and non-conscious automatic behavior. But there are occasions when conscious, rational thinking takes the lead. We challenged ChatGPT to explain what factors determine this. The AI offered 6 scenarios, but ACUPOLL has identified 2 more.
Click below to see all 8, along with an excerpt of our conversation with ChatGPT.
According to Harvard professor Gerald Zaltman, “95% of our purchase decision-making takes place in the subconscious mind,” implying that emotions are what really drive purchasing behavior, and decision-making in general. We challenged ChatGPT on this statistic… and actually changed its “mind.”
Click below to read our conversation with the AI.
Following up on our award-winning ACUPULSE™ COVID-19 Tracking Reports, we’re delving into consumer struggles, emotions, shopping behavior changes, and – most important – how they want companies to respond to this difficult economic environment.
How consumer psychology and marketing strategy helped me lose – and keep off – 20 pounds
42% of Americans say they’ve gained weight during COVID, with 1 in 7 saying they’ve packed on 10 pounds or more – yet nearly half also say diets have not been successful for them. If you’re one of those who struggle with managing and maintaining your weight, consider these “System 1”-inspired strategies.
We have published several Free Covid-19 Tracking reports to help you understand how consumers are responding to the crisis, and what to expect in the future. To provide you with the best research leadership possible, we have also analyzed historical results in prior crises, re-fielded tests, analyzed our studies in the field, talked to sample providers, and monitored competitive/industry learning. The bottom line is that research continues to deliver insights reliably in this environment.
