The Truth is Out There: Evaluating which 'new' implicit research methods offer improved insights

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

The Truth is Out There: Evaluating which 'new' implicit research methods offer improved insights

Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox

Introduction

In recent years new thinking from psychology has laid down a challenge to market research practitioners....