Intuitive Associations
Humans use two systems to navigate the world around them. System 2 employs slow, logical, and demanding processes to help us solve difficult problems, dig up old memories, or be creative. On the other hand, System 1 is a fast, automatic process that helps us do simple tasks, like driving on an empty road or recognizing a familiar face. Because System 1 is so fast and automatic, it’s also really honest—there's no filter!
As researchers, we can use a tool called Intuitive Associations to take advantage of System 1’s honesty, allowing us to see exactly what participants are thinking. By measuring how quickly participants can link positive associations back to a brand, we can understand how strongly they associate a brand with key dimensions such as Trust, Innovation, and Value. Faster responses mean stronger associations and tell you what people really think about your brand.
Benefits
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Neuroscience
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Non-verbal Response
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Cross-cultural Research