New Maru/Matchbox Tool Measures Subconscious Response

Consumer intelligence company Maru/Matchbox has launched a solution called Implicit Association Test (IAT), which captures consumers' immediate, gut instinct or subconscious responses to brands, campaigns and concepts.

The firm, which is MARU Group's tech and communities business, says IAT is 'free from the biases of conscious rationalization' and gives clients a chance to study consumers at a deep, emotional level and determine what they really feel.

Chief Innovation & Solutions Officer Todd Trautz (pictured) comments: 'We are creating a series of choice-based tools that capture how people behave when they are faced with making a decision. These tools will be used from ideation to simulated in-market purchase decisions. As we build out these tools, we will power them with a choice-based engine that will automate and standardize the creation and output of the choice data into meaningful simulations'.

Web site: www.marumatchbox.com .