What is perhaps more interesting is to look at what we might learn when we combine techniques from across different quadrants, for this gives us the opportunity to truly view the consumer in an insightful, more holistic way across Kahneman’s categories.
Our own Ameritest pre-test combines techniques from the upper and lower halves of the Remembered Self. What we learned from building models from our database is that by using information gained from both quadrants of research techniques we could double the explanatory power of our diagnostics.
For example, to explain commercial performance in terms of breakthrough power, a picture sort could explain about half the total variation in ad performance, while a small set of verbal rating statements (e.g. entertainment, uniqueness) could explain the other half. So, in any given pre-test we decided we needed both types of information to figure out what was going on.
Over time, we also learned which picture sorts to use to diagnose different kinds of problems. To diagnose what is going on with attention and branding, we use the Flow of Attention®, which is based on sorting pictures in terms of short-term recognition memory. To diagnose motivation or purchase intent, we use the Flow of Emotion®, which is based on sorting pictures in terms of the feelings viewers remember experiencing as they watched the ad. And to diagnose communication and the brand perceptions being created, we use the Flow of Meaning®, which is based on sorting pictures from the test ad into multiple categories of strategic meaning.
Future innovation in our field is going to come from combining the techniques in the upper left-hand quadrant with information gained from the other quadrants into a single efficient test design.
Next week, we’ll explore the results from our own cross-quadrant experiments.
For more information or for a copy of the full article, “Completing the Picture, please contact Sonya Duran (firstname.lastname@example.org)