About us
Implicit Research was created by senior researchers from Strata Research to offer a way to measure a respondent’s degree of preference towards brands and services whilst avoiding having to ask them directly.
This exciting new development offers the chance to measure, via a unique online tool, the strength of association that a respondent feels towards the subject without directly asking them for their opinions. The answer is therefore delivered without filtering through the consciousness.
The technique, which has been validated by over 20 years of academic research, is based on the changes in the speed of response to certain questions and produces results which cannot be manipulated.
Implicit research tools
Implicit Research designs, implements and interprets implicit research tests to address our clients’ problems where self-report approaches are not delivering the insight or accuracy of results needed.
Implicit methodologies were originally developed by psychologists to explore the unconscious roots of thinking and feeling.
Supported by academic psychologists, Implicit Research has developed implicit techniques for use in the market research industry.
The methodology is computer based and works on the basis of response times, the premise being that it takes longer for a respondent to express an opinion about something about which they are not truly convinced than it does to express a real opinion.
While implicit methodologies do not replace traditional market research techniques, they can provide an invaluable adjunct by confirming suspicions that respondents are not telling all that they think.
Implicit methodologies can be useful in a broad range of situations including: brand/product preference, brand loyalty, brand association, true influence of a new communication campaign and impact of changes in the marketplace.
Dominic Owens
Dominic has over 20 years experience in advertising and marketing in agencies and as a senior client - he worked at BBH and AMV, then at BT and Prudential, before spending 5 years as a freelance marketing consultant working for 118118, British Gas, Stella Artois and numerous other projects, large and small, B2B and consumer. He is now a member of the management team at Seven Stones, a pharmaceutical advertising agency.
Dr Aiden P. Gregg.
An Irishman by birth, obtained his Ph.D from Yale University in 2000, and is currently Lecturer at the University of Southampton. His research interests include implicit measures, lie detection, unconscious thought, and self-esteem. He has published several scientific papers in high-impact journals on each of these topics.
His research has also been featured in print and on air. He is a leading expert on the Implicit Association Test (IAT), being a former colleague of its inventors. Moreover, he has himself invented several new implicit measures, including the Timed Antagonistic Response Alethiometer (TARA), and the Tipping Point Indicator (TPI). Having in the past consulted with the UK Home Office, he is now Principal Consultant for Implicit, where he now brings his unique expertise to bear on applied research problems.
James Klymowsky
James’s a highly proficient developer & team leader with modern, innovative and unique solutions to the most complex of online systems. James started as a professional computer programmer at the age of 15, the youngest developer G.C.S. Netherlands has ever employed. His skills have rapidly progressed from working with small teams, producing “online marketing applications” for SME’s, to the present - deployment of fully scalable cluster based RIA web solutions for some of the largest pharmaceutical companies in the world.