Developing a cognitive test battery for consumer research

开发用于消费者研究的认知测试电池

• 批准号: 490453-2015
• 负责人: Obhi, Sukhvinder
• 金额: $ 1.81万
• 依托单位: McMaster University
• 依托单位国家: 加拿大
• 项目类别: Engage Grants Program
• 财政年份: 2015
• 资助国家: 加拿大
• 起止时间: 2015-01-01 至 2016-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=586491
• 关键词: Developing; cognitive; test; battery; consumer

Pollara Strategic Insights is a public opinion and market research firm that provides strategic advice to clients in Canada and internationally in the private, public, and not-for-profit sectors. Pollara advises clients on issues related to public affairs and consumer behaviour, often through the use of focus groups and surveys. While these approaches are undoubtedly useful, they also carry with them some limitations. For example, there is a tendency for people to respond in a 'socially desirable' manner, and - especially in focus groups settings - to be influenced by the behaviour of others. Furthermore, it has long been recognised by market researchers that people do not always know why they make the choices they do, and a person's belief of how they will act (for example, in a consumer environment) does not always match their actual behaviour. Recognising these shortcomings, in recent years many companies have turned to so-called 'neuromarketing' approaches that are based on brain imaging, in an effort to better understand how consumers think and behave. Aside from being expensive to implement, however, such methods are not always appropriate or effective in meeting marketers' requirements. In this project, we will work with leading market researchers at Pollara to develop a new measure for assessing consumer attitudes and motivations, which incorporates paradigms from cognitive psychology to overcome the limitations of existing methodologies. Based on approaches that minimise self-report biases, this new tool will give deeper insight into factors that drive consumer decision-making and behaviour, while being easy and affordable for Pollara to implement.

Pollara Strategic Insights是一家公众舆论和市场研究公司，为加拿大和国际上的私人、公共和非营利部门的客户提供战略建议。Pollara经常通过使用焦点小组和调查，就与公共事务和消费者行为有关的问题向客户提供建议。虽然这些方法无疑是有用的，但它们也有一些局限性。例如，人们倾向于以一种“社会期望”的方式作出反应，而且——特别是在焦点小组的情况下——容易受到他人行为的影响。此外，市场研究人员早就认识到，人们并不总是知道他们为什么做出他们所做的选择，一个人对他们将如何行动的信念（例如，在消费者环境中）并不总是与他们的实际行为相匹配。认识到这些缺点，近年来许多公司转向了所谓的“神经营销”方法