Editor's note: Discover future-focused research in this collection of sponsored reports. 

InsightsNow White Paper: “The Implicit/Explicit Test: Applying Neuromarketing to Enable Better Product Marketing, Development and Innovation”

Dive into the science of human behavior in the applied field of neuromarketing research, specifically relevant to product developers, marketers and innovators in a new white paper from InsightsNow. The paper covers the company’s proprietary Implicit/Explicit Test™, a methodology that identifies what mode of thinking is being applied by a given research study participant at the point of response. Download it to learn about: 

  • Behavioral frameworks from InsightsNow called Modes of Thinking™ and Behavior Pyramid™ that illustrate pathways frameworks for application of neuromarketing techniques. 
  • Prime target response techniques such as Fast Direct, Implicit Association Test (IAT), Indirect Priming and Affect Misattribution Procedure (AMP). 
  • Neuro-physiological techniques such as biometrics, brain scans and facial expression testing. 
  • The InsightsNow Implicit/Explicit Test™ – a patent-pending approach to implicit testing that begins with a calibration of the cut-off time for a fast, implicit reaction for each person. 
  • Specific behavioral research solutions based on the information provided in the paper for marketers and product developers. 

Access the report.

The Change We’re All Waiting For

Against the backdrop of the pandemic, Ignite 360 initiated Navigating to a New Normal, a longitudinal, always-on journey featuring qual and quant to get the real story of what’s happening in our society. As 2020 progressed, an interesting picture emerged: 72% of participants want real change in their lives when the pandemic is over as opposed to 20% wishing a return to the way things were. Double-click and we discovered this change is focused on gratitude for what they have, what they want to keep and what they are ready to let go.

Consumers are also looking for more satisfaction in their lives regarding time and convenience! 

The latest report, Chapter 7, explores the meaningful change people are seeking and provides tangible insights and actionable ideas to share with your team. 

It’s the what, the why and the now what with the most complete story and recommendations for your business. Explore Chapter 7 and other content, all free, on our website.

Bonus content: 

The research began April 2020 and is ongoing with new content published regularly.

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Voices of Equity, a Multicultural Insights Project

With 2020 now behind us, we are now able to reflect on the powerful problems it presented and dedicate ourselves to moving forward as a collective society. As George Floyd and Breonna Taylor became household names and Black Lives Matter protests dominated the airwaves, these conversations drove brands to respond impulsively with shallow and performative narratives or, in many cases, remain stuck in a stasis of conversational paralysis. On a personal level, close relationships were fractured, social media and politicized news created further division and a wide variety of perspectives prevented people from seeing eye-to-eye. This Voices of Equity project from the Multicultural Insights Collective, a cross-organizational group of MR professionals committed to equity research, co-founded by InnovateMR, sought to address three goals: 

  1. Distill the most important socio-political issues across all Americans and across different demographic groups.
  2. Understand how different cohorts take advocacy action and the role of different media platforms.
  3. Learn the language and terminologies being used and understood, or not. 

Through these lenses, this flagship study was able to glean important insight into how people view current socio-political issues, how they talk about them, how it impacts relationships, how it drives social media content and breaks down the true meaning of equity to better enact meaningful change. 

The research was conducted in September 2020. 

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Decision Analyst: Consumer Reactions to COVID-19

When we first asked consumers in mid-March 2020, 60% of American adults were extremely or very concerned about the COVID-19 pandemic as it began to have an impact in the U.S. As time passed, the level of concern has moved up and down. On balance, as of January 2021, consumers are about as concerned now as they were when the pandemic began. 

Overall, the consumer outlook regarding COVID-19 was relatively positive in January 2021, with 56% of consumers saying they believe the situation will improve in 2021 compared to 2020, while roughly 13% are pessimistic, saying they expect things to worsen in 2021. 

The Decision Analyst Consumer Reactions to COVID-19 Report contains insights from over 8,000 U.S. consumers gathered over 14 waves. In mid-March, when COVID-19 began to have a bigger impact in the United States, we decided to field a research study to understand a number of issues Americans are facing. 

Some topics include: 

  • Level of concern; emotions consumers are experiencing; stress changes.
  • Medical attitudes and behaviors; likelihood to get COVID-19 vaccine.
  • Spring activities and outing/gathering comfort levels.
  • Stocking-up behaviors.
  • Home improvement engagement. 
  • Purchase/investment interest.
  • Pet-related behaviors and concerns; COVID-19-related pet changes.
  • Post-COVID-19 plans; COVID-19 outlook.
  • Purchase/investment interest. 

Across the waves, some parts of our survey have remained constant, while other topics have been added or removed. Each page in our report presents the results from each wave in which that data was captured.

Visit our website for more insights and to download the free report: https://www.decisionanalyst.com/press/2020/covid19panelpulse/.

The research was conducted in waves March 17, 2020 through January 14, 2021.

Access the report. 

How the A&F Co. Brands Utilize Live by Fuel Cycle to Stay Connected to Customers 

Abercrombie & Fitch Co. is a global specialty retailer of apparel and accessories for men, women, teens and kids through its brands Abercrombie & Fitch, Hollister, Gilly Hicks and Abercrombie kids. A&F Co. is focused on keeping its customers at the center of everything it does – and to help achieve that goal, the company’s Global Customer Insights team has utilized Fuel Cycle research communities to garner additional insights into customers’ mind-sets, behaviors and preferences. Their most impactful projects involve a combination of primary survey data from their community and in-person focus groups or immersions. But when the COVID-19 pandemic struck in early 2020, the organization needed a new course of action to reach customers in-person, virtually.

The research was conducted March through September 2020.  

Access the report.