Sense and the Subconscious: Is Liking Enough?


Product research traditionally assesses cognitive, or System 2: reactions to stimuli to guide product development. To diagnose what is well liked and why, traditional cognitive consumer product research typically utilizes Likert scales, or check-all-that-apply attribute lists to score different products. The consumer responds to how they feel about the product with time allowed to construct and rationalize their opinions. 

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