These examples of tests can be set up in such a way that they are quick, short tests of about 5 minutes. For the consumer, these tests are like a game, fun to do and can be performed via any device (not in a laboratory setting). With such tests, you can quickly predict, among your target group, what system 1 will choose before and during the development process of your marketing expressions. You can also predict what the unconscious preferences of your consumer are. By also collecting demographic data from the test subjects, you can also zoom in on customer segments and personas .
With this kind of testing it is easy and useful to subsequently benchmark data . By benchmarking the data in a current and ongoing manner , you create strong up-to-date profiles of your customer segments. By mapping these preferences, you can better estimate the impact of your concepts and creations in advance.
You also measure changes in customer segment preferences over years and campaigns. This is valuable to keep an eye on the long-term vision and strategy and to achieve future goals. You will see whether campaigns and expressions contribute to brand performance.
In addition, implicit testing creates a steeper learning curve. This means that you can measure many concepts simultaneously among your target group during the creation process. Then you can optimize an extra round to make your expression even more effective, before you put it on the market.
Nice! But what does it all result in?
This form of process change from gut feeling, heavy construction contractors mailing list experiences and opinions to objective behavioral data results in the fact that you predict the preferences of your consumer via system 1. No more internal discussions about opinions, but actual preferences translated into hard figures that predict the preference of your consumer in the right way.
Decision makers no longer have to empathize with the target group, but know exactly the preferences of the consumer based on current insights about the target group. This also satisfies the need for clear figures and clear personas. For the designer who develops concepts together with his creative team, for the marketer who directs ICT people or for the choices of the general manager about campaigns and propositions. This makes the product you deliver directly stronger.
Decision makers know exactly what consumers' preferences are based on current insights into the target group.
This form of working and predicting consumer behavior in advance is of course not 100 percent watertight, but in practice it does yield a lot of return. This is because it costs relatively little and yields more conversion. The benefits are higher than the costs.