At its core, framing taps into how our brains process information. Humans are not entirely rational decision-makers. Instead, we’re influenced by cognitive biases, which shape how we interpret and respond to information.

Implicit methods hold immense potential for consumer research, but only when applied thoughtfully. As the field continues to evolve, we must push back against oversimplified approaches and prioritize rigor in experimental design and data analysis. Let’s ensure implicit testing serves as a tool for uncovering genuine insights—not just a buzzword for selling research services.

We dive into how social proof—people’s natural tendency to follow the crowd—has taken center stage in today’s digital world. From viral TikTok reviews to influencer-approved skincare, learn why authentic user-generated content now outshines traditional ads, and discover how product developers can tap into memetic trends to build trust and grow their brands.

When neuroscience intersects with consumer research, it promises an enticing frontier: uncovering what truly drives human behavior, often at a subconscious level. Yet as appealing as it sounds, this approach can run into a significant methodological pitfall—reverse inference.

When it comes to consumer packaged goods (CPG), figuring out what drives people to pick one product over another can be a tough nut to crack. We know things like taste, branding, and convenience play a big role, but there’s another layer that often gets overlooked—cognitive dissonance.