Resources / Knowledge Center

Clear answers, grounded in science.

Use practical, evergreen articles to understand behavioural science, implicit testing, research design, and the evidence behind better marketing decisions.

Featured article

Implicit Association Tests for Studying Packaging Design

Marketers and packaging designers often want to know how consumers implicitly react to different packaging designs, as these automatic associations can powerfully influence preferences and purchases.…

Packaging & Retail

4 min read · 2024-02-07

Read featured article

Knowledge Centre library

Find a clear answer for your next decision.

Search the library or filter by topic and content type.

Filter articles

46 of 46

Search

Topic

Content type

Sort

Consumer Neuroscience

Gain unrivaled insight from the world's top Consumer Neuroscience experts

Read easy to understand conversations on consumer neuroscience with experts or search directly for topics of interest. This collection of podcast transcripts from the 'Understanding Consumer…

4 min read · 2024-09-17

Packaging & Retail

Implicit Association Tests for Studying Packaging Design

Marketers and packaging designers often want to know how consumers implicitly react to different packaging designs, as these automatic associations can powerfully influence preferences and purchases.…

4 min read · 2024-02-07

Packaging & Retail

Why Stated Preferences Fail: The Say/Do Gap in Market Research

Try a simple experiment: Pick up any packaged product near you and examine it closely for a few moments. Take your time observing details you may have never noticed before. I guarantee you'll gain…

4 min read · 2024-02-01

Packaging & Retail

CloudArmy’s Packaging Research Methods

At CloudArmy, our System 1 approach delivers unique advantages for brands and retailers seeking to optimize packaging design. By uncovering hidden non-conscious insights unavailable through…

4 min read · 2023-11-28

Packaging & Retail

Fast Choice testing: a direct line to consumer attitudes and gut reactions

The forces that drive our feelings and choices about brands are outside our conscious awareness. Packaging designs stir unconscious associations and motivations. Taglines forge unseen links between…

4 min read · 2023-09-26

Research Methods

How Implicit Tests Work

Watch the video

4 min read · 2023-08-01

Sustainability

Unearthing Implicit Attitudes Towards Sustainability.

4 min read · 2023-07-28

Audio & Sonic Branding

Measuring distinctive brand assets

A distinctive brand asset is usually an image (but can also be a sound or other sensory stimulus) that is a recognizable cue for your brand. It is almost like your brand logo, in the sense that it…

4 min read · 2022-05-06

Packaging & Retail

The Results Are In – Do Experts Always Know Best?

Ogivly’s Nudgestock event enabled us to showcase how Behavioural Science and Consumer Neuroscience can work together to optimise creativity. The Behavioural Science Creative Workshop allowed us to demonstrate that by…

2 min read · 2021-10-18

AI & Technology

7 Project Ideas For Generating Advanced Insights Using Reactor

A lot of market research is tactical: it is aimed at measuring responses to specific new initiatives such as new packaging designs, new advertising concepts, etc. However, there are many opportunities for uncovering…

6 min read · 2019-08-14

Packaging & Retail

Diet Coke Pack Demo

Watch the video

4 min read · 2019-07-24

Packaging & Retail

Does Your Brand Evoke Pride and Confidence?

The ideal marketing: friends, family and other trusted sources share a positive word, belief or experience about a brand or product.

1 min read · 2019-07-24

Research Methods

Fast Choice Vs Implicit Example

Watch the video

4 min read · 2019-07-24

Hey marketers: Are you asking salespeople how they feel about your products and brand?

Market researchers often turn to consumers and existing customers for product and brand insights (with good reason).

1 min read · 2019-07-24

Packaging & Retail

How do colors grab attention and impact emotional response?

Life experiences have taught to build emotional and motivational associations with colors. These associations are

1 min read · 2019-07-24

Packaging & Retail

Is Your Pack Jumping Out?

This happens when assessing a pack or navigating a shelf to choose among options.

1 min read · 2019-07-24

Packaging & Retail

Reactor Flexibility for Packaging

Watch the video

4 min read · 2019-07-24

Packaging & Retail

Testing Text Concepts

Watch the video

4 min read · 2019-07-24

Research Methods

7 Benefits Of Implicit Tests

Watch the video

4 min read · 2019-06-25

Advertising & Creative

Are People Looking at My Ads? Do They Care?

Traditional in-lab testing is costly, timely and usually measures completed creative material. CloudArmy eye

2 min read · 2019-06-25

Advertising & Creative

Are Your Ads Memorable? How Are They Remembered?

Problem: "Are your ads memorable? How are they remembered?" Researchers want to know if ads grab enough attention to be remembered. Traditional surveys can ask if an ad was remembered.…

1 min read · 2019-06-25

Audio & Sonic Branding

Audio Examples

Watch the video

4 min read · 2019-06-25

Brand Distinctive Assets Examples

Watch the video

4 min read · 2019-06-25

Brand Implicit Examples

Watch the video

4 min read · 2019-06-25

Do My Employees and Customers Trust My Brand, Product or Company?

Trust is such an emotional, layered and complicated concept. It’s hard to measure the degrees of trust and its component parts with traditional research methods.

1 min read · 2019-06-25

How Are People Aware Of My Brand?

Traditional research questions can evaluate whether people are aware of a brand and its assets (logo, slogan,

1 min read · 2019-06-25

Customer Experience

How Do My Customers and Employees Really Feel?

Knowing how customers, partners and employees really feel is critical to any corrective pivot.

1 min read · 2019-06-25

Packaging & Retail

Packaging Eye-Tracking & Findability Examples

Watch the video

4 min read · 2019-06-25

Packaging & Retail

Packaging Implicit Examples

Watch the video

4 min read · 2019-06-25

Packaging & Retail

Distinctive Assets Findability App

Explore CloudArmy guidance and examples related to distinctive assets findability app.

4 min read · 2019-04-02

Research Methods

Honda Engagement Insights

Visual production agency, Saddington Baynes, developed their won testing app on Reactor: Engagement Insights. It leveraged the Implicit Response testing module in Reactor which enabled them to successfully test…

2 min read · 2019-03-13

Packaging & Retail

How Easily Can Shoppers Find Your Pack?

Digital designs for new packaging can be visualized in 3D and placed in a realistic image of a product display of your choosing for Findability testing. Alternatively the test can be conducted simply by displaying…

1 min read · 2019-03-13

Research Methods

Implicit Apps On Reactor

Watch the video

4 min read · 2018-07-24

Research Methods

Setting Up And Running Tests

Watch the video

4 min read · 2018-07-24

Research Methods

Evidence for The Power of Implicit Response Measures

Cloud Army’s Reactor Implicit Apps are based

3 min read · 2018-06-28

Packaging & Retail

Implicit Assessor Reveals Differences That Explicit Survey Couldn't

We tested two new food pack designs that were very similar, both with the CloudArmy Implicit Assessor and standard (conscious/explicit) survey questions.

1 min read · 2018-06-28

Audio & Sonic Branding

Q&A: Reactor’s Audio Testing Capabilities

Since co-presenting—with Wavemaker Global—on Implicit testing of voices at this year’s Cannes Lions Festival of Creativity, people have asked a number of questions about testing audio implicitly. We’ve gathered some…

5 min read · 2018-06-21

Packaging & Retail

Packaging

CloudArmy Reactor is becoming the go-to cloud behavioral research tool that is changing the game for package design market research insights. Creative agencies and Brand Managers now have an all-in-one, science-led…

2 min read · 2018-06-07

Download resource

Consumer Neuroscience

Politics

Recent advances in cognitive and behavioral Neuroscience research has proven that our automatic nonconscious associations drive many of our decisions…..including a selection in a voting booth! There are new, superior…

1 min read · 2018-05-24

Download resource

Gaining Insights For Spirit And Beverage Marketers

Most beverage and spirit industry marketers and brand managers understand the trends that show

1 min read · 2018-04-25

Download resource

Research Methods

CloudArmy Pharma Insights

CloudArmy ReactorTM is the up-and-coming cloud tool that is transforming the speed, cost and value

1 min read · 2018-04-05

Download resource

Research Methods

The Need and Purposes for Reactor

Marketing strategies, positioning, and concepts Brand mapping, positioning, associations, and claims Distinctive Asset brand evaluation Brand attribution & misattribution Advertising,…

1 min read · 2018-03-26

Download resource

AI & Technology

Where did Implicit Response Testing Come From?

Today’s implicit response tests are only possible due to a century of gradual development of understanding of the mind, and of the proliferation of cheap computer technology. There are four key ideas that laid the…

2 min read · 2018-03-23

Research Methods

CloudArmy Difference

We operate on global cloud frameworks with

2 min read · 2018-02-03

Download resource

Research Methods

CloudArmy Reactor Reveals Which Apple Phone Your Non-Conscious Self Really Wants.

Apple’s new iPhones offer consumers a choice of two main models and three colours. While there is much talk about the technical features of the new line-up, one of the key drivers of sales will be how visually…

3 min read · 2017-09-14

Research Methods

What is CloudArmy?

Watch the video

4 min read · 2017-09-11