Maru/Matchbox Launches Concept Connections Tool

Canada-based communities specialist Maru/Matchbox has launched a concept test solution called Concept Connections, which combines System 1 and 2 measurements to help businesses understand the differences between what consumers say and what they actually do.

Maru and its operating companies - Maru/Matchbox, Maru/Blue and Maru/HUB - combine expertise in System 1 (fast, instinctive and emotional) and System 2 (slower, more deliberative and more logical) thinking, in order to deliver a 'holistic understanding' of consumer decision-making. Maru/Matchbox was formed when MARU Group acquired Vision Critical's North American Research Consulting division in 2016.

The new Concept Connections tool combines traditional attitudinal metrics with implicit and emotional measures, to understand how consumers connect to concepts. Maru Group CEO Ged Parton says the launch is a response to the research industry's historical focus on what consumers think, while ignoring how people feel, as well as the role emotions play in how consumers behave.

Todd Trautz (pictured), Maru/Matchbox Chief Innovation and Solutions Officer, comments: 'By utilizing scalar attitudinal measures, we understand how consumers perceive concepts and what they think. This combination enables us to holistically understand consumers, by covering all aspects of their connected experience to the concept. By utilizing this approach we provide insights to both understand and close the consumer say-do gap'.

Web site: www.marumatchbox.com .