Numerous purchasing and consumption decisions take place unconsciously and emotionally, especially when they are made under low involvement, time pressure, overload and in highly complex situations. The innovative INNOFACT Deep Impact Testprovides an online tool for identifying and mapping the unconscious drivers of purchasing decisions. Combined with a powerful online panel, low-incidence target groups can be recruited and surveyed.
Numerous studies, such as Ranganath, Smith and Nosek (2008), prove that a valid measurement of implicit content is possible by fast, spontaneous and non-reflected answers. Therefore, answers are given by the test subjects in a narrow time slot (approx. 2.5 seconds) in the Deep Impact Test. The keyboard is used for quick and easy responses.