services and applications
Can Be Applied To
- Marketing Strategies
- Communications Strategies
- Brand Positioning
- Advertising Development
- Advertising Evaluation
- Product Development
- Product Testing
- Package Design
- Shopper & Retail Design
The AIM Process
“The AIM Process is an excellent example of a simple, clear, and logical process to establish a pathway to actionable research. Paul’s disciplined, step-by-step instructions address the common challenges of market research, and give researchers a guide to ensure that the research they conduct meets the needs of their clients and businesses.”
President and Publisher
Quirk’s Marketing Research Review
The AIM Process is a systematic, stepwise procedure for improving the actionability of marketing research. The Process efficiently and effectively provides a functional solution for a fundamental challenge that exists in marketing research – making it actionable. As the book describes, the challenge is created by a purpose-process disconnect. The process typically used to design and conduct marketing research is disconnected from its primary purpose, supporting marketing decisions and actions (i.e., Applications). The AIM Process serves as an invaluable manual for marketing researchers and marketing research users to work together in designing and conducting marketing research that provides solid direction in making decisions from its results.
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Implicit Association Measurement
With IE PRO TECHNOLOGY, including IE PRO YOU® (our automated, online, DIY platform for conducting implicit association studies), we measure the degree to which discrete attributes (e.g., emotions, traits, features) are implicitly (i.e., automatically, nonconsciously, via System 1) associated with your stimuli of interest (e.g., brands, package designs, ads, messages, etc.) and are driving your desired outcomes (e.g., purchase, purchase interest, preference, etc.). Implicit associations are not measurable using traditional surveys and knowing them can produce new, more effective marketing strategies and executions.
Relaxed-Mind-State (a.k.a., Hypnosis) Interviewing
During individual interviews, we quiet respondents’ analytical, defensive, rationalizing minds, which generates more emotional content otherwise filtered, defended, and rationalized in traditional explicit interviewing.
More powerful than traditional focus groups, psychodrama involves re-enacting relevant consumer situations that automatically and surprisingly uncovers relevant emotional dynamics. Re-enacting means having respondents “act out” times when they made targeted consumer decisions. The scenes, people, objects, and other parts of the environment are set up in the room so that the context better triggers emotional memories. All is directed by an experienced psychodramatist.
Metaphor Elicitation & Text Analytics
People naturally express their implicit emotions and feelings through natural language, which includes metaphors. Our experts know how to elicit and understand the emotionality of this natural language through qualitative interviewing “elaboration and storytelling” techniques and quantitative text analytics (via open-ended responses and/or social media posts).
There’s nothing like just watching people do what they do in their natural environment. No need to rely on memory. No need to worry about artificial social influences. But this is a highly complex endeavor. That’s why we work with anthropological ethnographers who know how to do it right.
Emotions and feelings start with body and brain reactions, which these techniques measure. They include measuring eye movements, facial expressions, breathing, heart rate, voice expression, and brain reactions (e.g., via EEG and fMRI). These measures allow “neuromarketing“ applications.
Traditional Explicit Data Collection
Emotions (or other reactions) are not only implicit. Consumers can and do explicitly communicate their feelings and how they’re affecting their behavior. To reveal emotions that consumers are aware of and willing to share, we use what are considered more traditional techniques – like direct questioning and online surveys. In fact, explicit techniques often reveal how initial implicit emotions are processed to influence one’s ultimate behavior.