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Implicit research (GIMplicit)

The key to even deeper consumer understandin

Human behavior, especially in the context of consumption, usually occurs without conscious control: It tends to happens ┬źautomatically┬╗. In consumer research, this means that conventional methods may not be sufficient when it comes to identifying the determinants of this frequently automatic behavior. This is because these determinants falsely presuppose that consumers are constantly aware of their own actions. 

We tend to use GIMplicit for our customers when unconscious attitudes and evaluations of come into play (pertaining to a brand or a product, for instance). Since both conscious and unconscious attitudes determine behavior, we aim to explain and predict behavior by complementing implicit and explicit attitudes and evaluations.
 

Depending on your specific research question, we make use of an extensive set of customized methods and procedures which have been validated in scientific research.

Your Contact

Carola Eichmann

Managing Director

GIM Suisse