IJMR Lecture: Is it time to call time on reaction time?

In recent years there has been a notable increase in the use of reaction time as a measure in market research, but how useful is it? In this session expert in implicit and reaction time testing Dr Alastair Goode will discuss the pros and cons of using reaction times as a way to better understand consumer attitudes, or predict consumer behaviour.

He will tackle the big question in reaction time testing, namely what reaction time is actually a measure of. There can clearly be differences in response times from respondents but what, in reality, does this mean? He will also discuss some of the myths and misconceptions around Behavioural Economics and consciousness that have grown up around this area. Finally will also address some of the practical challenges that are faced when trying to derive meaningful insight from reaction time data and examine where and when using reaction time might add value to research.

Speaker: Dr Ali Goode has 25 years experience in academic and consumer research. He spent 10 years as an academic studying two process measurement and completed a PhD in implicit testing and advertising. He has a track record of cognitive science based innovation in consumer research, including the introduction of the first implicit brand and ad testing for clients. Most recently he has pioneered new research methodologies using Virtual and Augmented reality. His work has won numerous research and media awards, he was a keynote speaker at the IPA’s first Behavioural Economics event and has been a judge on the IPA awards.