Xpert Implicit:
Purchase Appeal
Solution
Insights
Development
Are you looking to do implicit research to find out what consumers really think about your product? What if consumers have already given you their honest opinions? Find out whether explicit or implicit attitudes are the ones driving purchase intent so you can focus your research on the attitudes that matter.
- Methodological recommendations
Receive advice with regards to whether continued research with your product would be better suited focusing on implicit or explicit attitudes to push the needle on purchase intent. - Best practice with experimental design
By using a control group, you can be confident that best practices were used to determine if the creative material for your product is activating implicit interest in it.
The Xpert Implicit: Purchase Appeal solution begins by randomly assigning respondents to either a control or experimental group. Both groups are asked to complete a word-fragment puzzle activity, which serves as a measure of approach motivation; however, the experimental group completes the activity after reviewing the target product while the control group is never introduced to the product. Following this activity, respondents in the experimental group are asked how appealing they find the product as well as their likelihood to purchase it.
The analysis portion begins by determining if reviewing the product information increases approach motivation by comparing the word-fragment results between the control and experimental group. Following this, the experimental group is divided into two subgroups:
These two groups are then compared for how appealing they rated the product. This explores if the implicit approach attitude corresponds with the explicit appeal attitude. Following this, respondents are further classified by how appealing they found the product based on whether they provided a Top 2 Box rating or not.
These two steps have now divided the experimental group into four, organic groups based on whether or not they were primed, and whether or not they found the product appealing. The final analysis determines whether the implicit attitudes, the explicit attitudes, or a combination of both lead to higher levels of purchase intent. Based on these results, a recommendation is provided for the best methods for future research on increasing purchase intent for this product.