Don’t ask, won’t tell
In a nutshell: The post-modern consumer is a bundle of contradictions who keeps secrets from us and sometimes lies. Specifically, we found that consumers appear to be hiding some of their most important desires and brand perceptions from marketers. We asked about consumer personal values and their liking of brands in two ways:
- Traditional survey research, which reveals what people think consciously;
- Indirect questioning, using an approach called Implicit Association that reveals unconscious attitudes.