Ipsos is employing Implicit Reaction Time to help product and packaging developers gain new perspective into the consumer’s nonconscious reactions.
In a previous article, I wrote about the importance of concept length and provided some data-based guidelines. Concepts are really a proxy for later advertising, and the recommended 120-130 word range is reflective of a 30-second TV advertisement. Sounds good. But for various reasons, the trend has been for more […]