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.

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.