How do we minimise over-rationalisation in our research data? How can we better grasp a true sense of quick decision making? In research, we ask people to think very hard about the decisions they make, and respondents provide rational answers. Qualitative approaches allow us to dig deeper and explore more than surface level responses; but by doing so we risk over-rationalisation; generating answers which are plausible but don’t in fact reflect reality. Decision making is often ‘quick’ and much of our rationale for the choices we make is unknown – even to ourselves. Find out how fast association testing can better tap into our fast and implicit thinking to more accurately reflect beliefs about brands in our latest webinar, ‘In the Blink of an Eye – Fast-Association Tests in Market Research’ presented by Nicola Vyas, Research Director. If you’d like to access this on-demand webinar, please fill in the form below and a member of our team will provide you with the recording. Apply Now!