In this episode of The Brainy Business podcast, Melina Palmer revisits an insightful conversation with Dr. Keith Ewart from Cloud Army, focusing on the power of implicit testing and its ability to enhance business outcomes. Keith shares his expertise on how implicit bias testing can reveal the subconscious reactions consumers have to advertising, branding, and packaging—insights that often go unspoken but significantly influence decision-making.

Listeners will learn about the importance of understanding System 1 reactions—those quick, emotional responses that drive consumer behavior—compared to what people consciously articulate. Keith discusses various innovative methods, including implicit association testing and emotional resonance analysis, which provide deeper insights than traditional focus groups or surveys. This episode serves as a critical reminder that what consumers say they want may not align with their true feelings and preferences.

In this episode:

Discover how implicit testing taps into subconscious consumer reactions.
Learn about the differences between System 1 and System 2 thinking in consumer behavior.
Explore the significance of rapid testing and iteration in the product development process.
Understand how to leverage consumer insights for better marketing and branding strategies.
Gain practical tips for integrating implicit testing into your business practices.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/508.

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508. Unlocking Consumer Insights: The Power of Implicit Testing with Dr. Keith Ewart

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics