In their 2025 study published in Nature - Scientific Reports, Maack, Ostrowski, & Rose explore how the human brain encodes and retrieves the sequence order of multisensory information. Specifically, how the order of auditory and visual stimuli affects memory recognition.

When companies bring me in to review or teach neuro-based research methods, I can usually predict where the conversation will go. We’ll talk about EEG. GSR. Maybe eye tracking. Often the Implicit Association Test (IAT). There’s usually excitement about the potential of these tools. And rightly so, they can provide valuable insights when used well.

But there's one message I find myself repeating in every session, like a drum I can’t stop beating: humans are complicated.

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.

When it comes to consumer packaged goods (CPG), figuring out what drives people to pick one product over another can be a tough nut to crack. We know things like taste, branding, and convenience play a big role, but there’s another layer that often gets overlooked—cognitive dissonance.