An international headphone brand redesigned its brand values. To strengthen these values, they decided to look for an artist - an influencer - that really embodies these brand values. For this use case, Sapience suggested employing implicit research methods to gain a more in-depth understanding of people's attitudes and go beyond traditional surveys. Sapience assisted the client in identifying the ideal artist that truly resonates with the brand's values.
Methodology
To conduct this research, we utilized implicit research methods to gain insight into consumers' evaluations of both the headphone brand and various well-known artists. We employed time pressure to encourage implicit rather than explicit answers. This approach allowed us to obtain a more accurate understanding of consumers' attitudes and perceptions towards the brand and artists.
Results
Our study revealed several intriguing findings:
✅ The explicit measures primarily reflected an artist's overall popularity and awareness level.
✅ The implicit measures provided a different perspective and revealed that some lesser-known artists truly embody the client's brand values.
These insights helped our client identify a more suitable artist for their branding campaign, based on a deeper and more accurate understanding of people’s implicit attitudes and perceptions towards artists.
