InsightsNow Partners for System 1 Response Tool Launch

Sensory and consumer research software company Compusense and behavioral research firm InsightsNow are partnering to launch BehaviorLens, a tool to capture instinctive 'System 1' reactions from consumers.

Established in 1986, Compusense delivers a secure, web-based SaaS platform used for panel management, data collection and analysis by major food, beverage, personal care and ingredients companies. InsightsNow is based in Oregon, USA, and helps clients with strategy for marketing, branding and product development, via custom, collaborative solutions and proprietary behavioral frameworks.

The partnership sees two new behavioral methods made available on the Compusense platform: the Implicit Test and the Emotions Test. BehaviorLens by InsightsNow, which will be unveiled at IFT FIRST, in Chicago in mid-July, promises to help researchers get beyond traditional rating scales. For example, the firms say that in one early packaging study, four concepts showed no statistically significant differences on traditional measures, but behavioral measurement provided an additional perspective, identifying one concept 'projected to increase competitive share by up to 58% in a key retail context.'

The new tool builds on InsightsNow's analysis of more than 48,000 implicit and explicit assessments, which suggest consumers take an average of just 2.5 seconds to decide whether a product claim is relevant to them - this underlines the value of sitting analysis of instinctive responses alongside traditional sensory and consumer measures, for a rounded explanation of consumer behavior.

Jacqueline Dysart, President of Compusense states: 'Great product decisions are built on multiple sources of evidence. Sensory and consumer research provides a powerful understanding of product experience, and BehaviorLens adds another layer of insight by capturing instinctive consumer responses that complement traditional measures. Bringing these methods together within Compusense gives researchers greater confidence in product and business decisions while working within the platform they already trust.'

Dave Lundahl (pictured), CEO of InsightsNow adds: 'Compusense's global reach and workflow depth make it the ideal platform to bring BehaviorLens to the sensory and consumer research community. This partnership extends the application of our patented behavioral methods to researchers worldwide.'

Web sites: www.insightsnow.com and www.compusense.com .