As a PhD neuroscientist, I spend a lot of time talking about data—implicit scores, EEG signals, physiological readouts, statistical significance. But before any of that, I often find myself recommending something far less flashy: good old qualitative research.

Why? Because the hardest part of a study isn't usually the measurement. It’s figuring out what to measure—and why.

At its core, framing taps into how our brains process information. Humans are not entirely rational decision-makers. Instead, we’re influenced by cognitive biases, which shape how we interpret and respond to information.

Implicit methods hold immense potential for consumer research, but only when applied thoughtfully. As the field continues to evolve, we must push back against oversimplified approaches and prioritize rigor in experimental design and data analysis. Let’s ensure implicit testing serves as a tool for uncovering genuine insights—not just a buzzword for selling research services.