Report example
Implicit testing can identify which attributes, features, and occasions consumers associate with a brand and the same for its competitors. This can also be used to carry out a SWOT analysis, revealing the brand’s strengths, its weaknesses, the opportunities and the threats to the brand from the competition.
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By conducting a SWOT Analysis based on implicit (objective/emotional) and explicit (subjective/rational) research data, brand managers can create strategies that will differentiate its brand from the competitors, finding its natural place in the market.
Brand Positioning
To understand a brand’s position with a market, Split Second Research has developed a NEURAL NETWORK and PATH ANALYSIS platform. This can be used to help you identify the emotional pathways that lead to purchase. First, the analysis identifies a model of the product category, identifying key drivers and motivators. Next, it finds the causal relations between attributes (e.g., which attributes combine to trigger trust, which attributes cause a perception of premium, etc).Using these techniques, the platform maps the ‘causal pathways’ showing how specific attributes and features can build positive emotions, such as trust, and how specific attributes can lead to purchase and advocacy.
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