Conquest launches consumer truth tool

The company said it involved avatar-led online technology blended with cognitive science and implicit testing.

It works in two ways: its methodology uses speed of reaction and accuracy in a word association task avoiding explicit questions and minimising cognitive interference, while its gameified and avatar-led animations present the respondent with a series of online visual metaphors – allowing attitudes to be expressed intuitively without words or numbers.

The method has been tested with both Heinz and Ebay, and according to the company, they have revealed implicit messages from advertising which traditional, explicit testing might have missed.