Neuroscience Product Testing Launch for Walnut

UK-based agency Walnut Unlimited has launched 'TrueLiking', a product testing approach incorporating emotional responses to stimulus through a combination of neuroscientific implicit testing and standard product and sensory testing techniques.

The company currently known as Walnut Unlimited was formed in 2017 when parent marcoms network the Unlimited Group combined four of its existing insight businesses - one of which already bore the name. Focusing on what it calls 'human understanding', the firm says neuroscience is a growing part of its business and last autumn appointed Michal Matukin as Head of Neuroscience Research.

Walnut says the new approach, which can be used at all stages of the release cycle - from experimental prototypes to existing product lines - will 'facilitate more robust responses from those who can't easily articulate why they like or dislike a product at a base level'.

According to Research Director Becki Arnold, 95% of purchase decisions are made subconsciously: 'Most of our reactions to products are emotional, not rational, and unless asked we don't even think about them. It's possible that research has missed a key part of the decision-making process by not incorporating an understanding of our emotional response to products in product testing'.

Web site: www.walnutunlimited.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.