Ipsos is pleased to announce a global agreement with NEUROHM, an
international leader in consumer neuroscience headquartered in Warsaw, as their primary partner for Implicit Reaction Time (IRT™) for
understanding unconscious consumer associations, perceptions and impact.
IRT™ determines the strength of unconscious conviction
people have to things they say, such as liking of a product,
perceptions of a brand, reactions to an ad or intent to vote for a political
candidate based on calibrated reaction time. Collaborating with NEUROHM,
the Ipsos Neuroscience and Emotion Centre of Excellence, headed globally
by Elissa Moses, co-developed advanced methodologies in this rapidly
expanding area of reaction time research. The tools uniquely capture how
consumers are unconsciously impacted by brands, ads, products, packages
and concepts in contrast to what they overtly say in the conscious, more
considered, explicit realm.
The Ipsos next generation IRT™ method is based upon highly refined
algorithms that calibrate individual response speeds and eliminate biasing
variables. Moreover IRT™ is effective as a module embedded within more
traditional surveys for providing a seamless integrated perspective on both
conscious and unconscious aspects of consumer response.
Says Moses, “Implicit Reaction Time testing is a very promising, fast
growing neuro method and Ipsos has organized to innovate and further
develop this service. We have established advanced Implicit Reaction Time
(IRT™) applications for copy testing, tracking, brand strategy, political polling,
product, package and concept testing worldwide.
In essence, IRT™ is a sensitive detector of consumer ‘lip service’ that
is often driven by benefit of the doubt, political correctness and simple
deference to leadership brands. If we want to understand consumers, it
serves to know the gap between what people say and how they feel as
measured only by IRT™.”
NEUROHM is known globally for expertise in applied Neuroscience
methodologies specializing in emotions, communication and neuroscientific
research. The company was started in 1997 by Professor Rafal Ohme,
Professor of Psychology. Professor Ohme began working with the original
form of reaction time testing, IAT, as it was being established academically
while he was a Fulbright Scholar in the US in 1995-96. Seeing the massive
potential for the technique’s ability to “get at the truth” about deeply held
perceptions and feelings, Ohme was the first to bridge the use of the tool to
market research applications. Now with 17 years of subsequent R&D in this
area, and collaboration over the last two years with Ipsos, NEUROHM and
Ipsos have created simplified, user friendly research applications that are
unequaled in their ability to measure previously unanswerable questions
about the degree of emotional valence or “felt intensity” that is associated with
what people say.
“Introducing Implicit Reaction Time methods enriches our
understanding of what consumers truly feel and what drives their behavior.
Ultimately it helps to reduce the risk of unfortunate business decisions”
says Rafal Ohme, founder of NEUROHM.
Ipsos selected NEUROHM to be their primary implicit partner because
NEUROHM has evolved reaction time testing methodology to a high level of
excellence. This enables Ipsos clients to benefit from advanced proprietary
algorithms, the deepest experience in the industry, extensive R&D capabilities
and considerable breakthroughs generating consumer friendly, scalable
According to Henri Wallard, Deputy CEO of Ipsos, “Implicit Reaction
Time is a very effective way to capture the feeling and emotional reaction of
people exposed to advertising, political situations, media content or brand
experience. The faster consumers express a rating, the more emphatic they
feel about the rating and with this enriched information we can provide our
clients with better understanding and decision making.”
Ipsos is a leading firm in understanding System 1 Unconscious
Consumer Response with a very comprehensive portfolio of methods
including IRT™, Facial Coding, Eye Tracking, Biometrics and EEG.
With deep expertise designing studies that combine the most efficient and
insightful combinations of both established explicit survey measures and
passive emotional metrics, Ipsos provides a better understanding of the
complexities of today’s consumers and citizens as viewed across all
categories and contexts.
For more information on this news release please contact:
Director, Marketing Services
Ipsos in North America
About The Ipsos Neuroscience and Emotion Innovation
The Ipsos Neuroscience and Emotion Innovation Centre (IC) is dedicated
to creating state-of-the-art integrated methodologies where the best of System
1 Neuro Insights converge with proven predictive System 2 Cognitive
measures. This provides clients with deep expertise and understanding of the
unconscious drivers of consumer response in context of rational feedback.
The expansive Ipsos neuro portfolio incorporates the most advanced
Facial Coding, Implicit Time Test (IRT™), Biometrics, EEG and Eye
Tracking available today.
The Ipsos Neuro and Emotion IC is committed to providing depth of
insight to clients, comfort for respondents and scalable, cost efficient
methodologies. They have developed integrated solutions for ad testing,
tracking, brand health, concept evaluation, package testing, shopper behavior
and qual that use the best of both cognitive research and neuroscience. The
expert Neuro IC team is comprised of academic PhD neuroscientists and
hands-on seasoned applied neuroscience researchers with deep experience
in all neuro integrated tools.
Ipsos is the #1 global provider of multiple neuromarketing tools,
with deep scientific and business application expertise. Clients
include the largest multinational CPG, beverage, pharmaceutical, automotive
and financial service companies.
For more information: www.ipsos.ca.
Ipsos is an independent market research company controlled and
managed by research professionals. Founded in France in 1975, Ipsos has
grown into a worldwide research group with a strong presence in all key
markets. Ipsos ranks third in the global research industry.
With offices in 86 countries, Ipsos delivers insightful expertise across six
research specializations: advertising, customer loyalty, marketing, media,
public affairs research, and survey management.
Ipsos researchers assess market potential and interpret market trends.
They develop and build brands. They help clients build long-term
relationships with their customers. They test advertising and study audience
responses to various media and they measure public opinion around the
globe. Ipsos has been listed on the Paris Stock Exchange since 1999 and
generated global revenues of €1,712,4 million (2,274 M$) in 2013.
To learn more, please visit www.ipsos.ca.
NEUROHM is a global neuro research consultancy emerged from
innovative R&D started in 1997. NEUROHM develops new research methods
based on reaction times (RT), brain waves analysis (EEG), skin conductance
(GSR) and eye tracking (ET). Their methods have been validated in studies
carried out since 2008 in 20 countries on 5 continents. NEUROHM contributes
to the world of business, enabling the discovery of true emotions, motives and
drivers of the way consumers behave.