Getting Up to Speed and Taking the Next Steps with Implicit Association Techniques


In this session, Paul Conner, CEO (Chief Emotive Officer) of Emotive Analytics, a company that has developed IE Pro™ implicit technology, gives a brief history and description of implicit association techniques, delineates several implicit association techniques available today, and, most importantly, describes where they need to go to move to the next level of innovation. In describing where they need to go, Conner presents areas of improvement for these techniques (e.g., toward “ecological validity”) that have not been widely discussed in marketing research. In so doing, attendees, after being brought up to speed on these techniques, are primed to pioneer their evolution.


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