We know that consumer decision making is often subconscious and irrational (e.g. System 1 thinking). In many categories, consumers make decisions at the last second without more than a ‘gut feel’ or a ‘quick glance’ at a package, label, brand, shelf display, etc. This is the ‘moment of truth’ that traditional research techniques can sometimes miss.
Speed matters! Behavioral science tells us that a person’s commitment to a thought, idea, brand, etc. is linked to the speed at which they respond or make their choice. A quicker reaction indicates a stronger conviction of thought and choice.
DUEL is a behavioral testing method that uses an indirect measure of reaction time to uncover the subconscious response of consumers. We now have the ability to measure explicit (stated) preference along with implicit (subconscious) reaction time.
View our on-demand webinar to learn more about DUEL and the wide variety of lottery & gaming specific cases for concept testing and idea screening.
[WEBINAR] The Future of Snacking: Bite-Size Insights
Join us for a complimentary webinar featuring highlights from our Spring 2019 FIVE report, with new data exploring what Canadians eat and drink across all categories/brands, occasions and venues, both at home and away from home, reveal snacking consumption patterns and attitudinal traits driving behaviour today.
[WEBINAR] The Future is Speed: How Reaction Time Reveals What People Truly Want
Consumers make decisions at the last second without more than a ‘gut feel’ or a ‘quick glance’ at a package, label, brand, shelf display, etc. This is the ‘moment of truth’ that traditional research techniques can sometimes miss.