RKM Instant™
Instant™ is a unique methodology that precisely measures the images and attributes that consumer associate with your company at a conscious (or controlled) and unconscious (or automatic) level. The methodology taps into consumers' controlled and automatic thought processing systems, the latter of which is estimated to account for 95 percent of human behavior. Uncovering the automatic associations that drive behavior helps marketers identify the most effective strategies to connect with consumers at a more immediate and visceral level.
The Instant™ methodology uses response latency techniques to map the underlying relationship between specific benefit and brand attributes and the products, services and companies that consumers associate with them. These implicit associations are more predictive of behavior than traditional survey research measures based on explicit, self-reported indicators. The application of implicit association testing provides a quantitative answer to questions about the precise attribute associations that actually influence consumer buying behavior.
Instant™ delivers a precise understanding of the benefit and brand attributes that consumers consciously and unconsciously associate with a particular product, service or brand. The research reveals the specific words and images that trigger the most immediate, strongest and largest number of positive (and negative) cognitive and emotional associations. The relative importance of these attributes is derived from the strength and direction of consumers' automatic associations, providing marketers with critical insight that can be used to create a more powerful, meaningful and immediate emotional connection with consumers.
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