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.
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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.
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