Why do customers really choose your product?
What hinders them from making decisions? How does willingness-to-pay decline with price? With Deep Implicit Research, you find answers to your toughest questions, beyond the limits of Conjoint, MaxDiff and stated-preference methods.
The limits of Conjoint, MaxDiff, and their cousins.
Conjoint analysis says customers will pay €X. The market launches at €0.7X, and even then, churn spikes. This isn't a measurement error. It's a methodology error.
Stated-preference methods like Conjoint, MaxDiff, and Best-Worst Scaling ask consumers to predict their own future behavior under artificial conditions. The result is articulate, confident, often wrong.
Stated-preference methods
- Conjoint Analysis
- MaxDiff / Best-Worst Scaling
- Van Westendorp / Gabor-Granger
- Discrete Choice surveys
Deep Implicit Research
- Reaction-time-based testing
- Implicit Association measurement
- Behavioral neuroscience techniques
- Causal AI modeling
Sonos: successful launch of a new product category.
Sonos planned to introduce a new category of mobile Wi-Fi speakers. The challenge: would consumers understand the value proposition?
Situation
Sonos wanted to introduce the innovation of mobile Wi-Fi speakers (MOVE and ROAM), a category extension from their home-audio core.
What SUPRA did
We tested willingness-to-pay using Implicit Price Intelligence. Respondents assessed core features and adoption barriers. Causal AI then analyzed what actually drives willingness to buy and to pay, versus what consumers said mattered.
Result
A successful launch, because we not only found the optimal pricing, but also surfaced that customers didn't understand the difference between a Bluetooth and a Wi-Fi speaker. Product communication was repositioned. Adoption followed.
"Consumers didn't say they were confused, their reaction times did. That insight reshaped the launch narrative."
How does Deep Implicit Research work?
It's a holistic and consistent approach to understanding the System 1 of customers, the unconscious, fast, automatic cognition that drives 95% of decisions.
We merge a qualitative and a quantitative neuroscience technique with Causal AI-based modeling. The output isn't a survey result. It's a decision-grade map of what actually drives consumer behavior, the causal chain, and the levers you can pull.
Read about Deep Implicit Research methodology →From insight to market.
We love to work performance-based. We optimize pricing, product communication, and product-feature design. We consult on go-to-market strategies.
Our execution department helps you move from research insight to market activation, from positioning to creative briefing to launch measurement. AI enables us to cover execution while keeping skin in the game.
Get an instant Innovation Diagnostic.
Tell us your brand and category, our AI applies Dr. Frank Buckler's Top 5% frameworks to surface adoption barriers and pricing opportunities before launch. Free. 5–10 minutes via email.
Get my AI Diagnostic →