The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 508. Unlocking Consumer Insights: The Power of Implicit Testing with Dr. Keith Ewart
Jun 24, 2025
Dr. Keith Ewart, a consumer behavior expert from CloudArmy, delves into the fascinating world of implicit testing and its profound influence on marketing strategies. He reveals how subconscious biases shape consumer perceptions, often contradicting what they consciously express. Keith discusses innovative methods like implicit association testing and emotional resonance analysis to uncover true consumer attitudes. He emphasizes the importance of System 1 thinking in understanding quick emotional reactions and offers practical tips for leveraging these insights to create effective branding and product development.
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Test Subconscious System 1 Reactions
- To connect deeply with consumers, test for subconscious, emotional System 1 reactions.
- Traditional surveys miss these fast, nonverbal decision drivers crucial for branding and packaging.
Packaging's Multi-Sensorial Journey Impact
- Packaging impacts customer journey from discovery to disposal, influencing emotions and brand perception.
- Multi-sensorial packaging cues affect usage experience and can create brand advocates.
Embrace Rapid Early Testing
- Embrace fast cycle learning and rapid prototyping early in the product development process.
- Avoid waiting until the final stages to test, enabling quick iterations and better results.