When implicit and explicit consumer measures disagree, does one reveal the ‘real’ consumer? New findings suggest a more interesting question: when, why, and for whom do the methods diverge?

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.