HOW CAN IMPLICIT DATA HELP YOU UNDERSTAND THE BIG PICTURE?
Explicit conscious reactions are the product of various subconscious phenomena that occur under the influence of specific stimuli.
Explicit research is consistently providing flat responses and partial results when the consumers don’t want to articulate their answers, or they don’t know how to.
Implicit research provides continuous gathering of data and quantifying every step of the CX, filling the gaps and helping us to better understand the explicit claims.
WHEN THE CONSUMER CANNOT DECIDE WHICH PRODUCT TO PREFER
Tested products can often have statistically insignificant differences between the explicit results, especially in the FMCG sector where the consumers often change their product bias. Very sensitive implicit tools can detect the smallest differences between the engagement to the product and very accurately state the difference in preference.
WHEN THE CONSUMER CANNOT ARTICULATE WHY HE/SHE PREFERRED OR DID NOT PREFER A SPECIFIC PRODUCT
Products with very enjoyable and memorable fragrances and aromas that cause high emotional intensity and product engagement tend to be picked as thepreferred ones on the explicit level. The consumers cannot articulate the specific product feature or testing phase that caused their preference, but implicit feedback can pinpoint the exact moment and product stimulus which made the consumer connect to the product.
WHEN THE CONSUMER DOES NOT WANT TO SAY WHICH PRODUCT WAS PREFERRED OR STATES A CONFLICTING EXPLICIT CLAIM.
Sometimes, the respondents do not want to explicitly claim that they like a product – or they may even claim that they do not like it, but their implicitreactions can show us which product they subconsciously prefer when compared with the other tested products.
WHEN THE CONSUMER IS INFLUENCED WITH THE PRODUCT MARKETING OR PRODUCT BIAS AND IT AFFECTS THE EXPLICIT CLAIMS.
Under the influence of product marketing or product loyalty, consumers often explicitly choose the product that they are used to and often think that the products with the best marketing have the best features. Implicit reactions can identify the product and/or the product feature that caused the highest satisfaction and these insights can be used to present the product to targeted consumers in the right way.