iQR

Implicit qualitative research

The real decision-makers are emotions

A large proportion of our everyday decision-making processes occur unconsciously and automatically, i.e. at an "implicit processing stage". Which is why it does not make much sense to question consumers purely rationally.

With our implicit research methods on the other hand we aim to investigate patterns of behaviour and attitudes that are based on implicit (unconscious, intuitive) knowledge. This enables us to decipher and analyse the major criteria in product and market research.

⇒ Brandtype: Discloses conscious and unconscious brand perceptions and therefore creates the essential basis for understanding brand perceptions.

⇒ Colourtype: The spontaneous allocation of colour cards to products and brands reveals implicitly existing brand knowledge.