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FEATURE3 July 2018

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Behavioural economics Data analytics Features Impact Technology

Concept testing has been done the same way for years, but now GfK is using voice analytics to gauge the emotional response to new ideas, writes Jane Bainbridge.

Attracting consumers to a new concept is no mean feat, especially in our highly competitive markets. Those that work appeal to people rationally and emotionally – and, while traditional concept testing has been good at identifying the rational, it ...