Online market research design led by …

Most in market research now acknowledge that split-second non-conscious processes weigh at least as heavily in decision-making as does critical thinking. Further, that our conscious thoughts are routinely steered off-course by inherent and commonly held habits of mind – aka. biases and heuristics – which reveal us as fundamentally emotional rather than rational beings. Further still, that when we ask people questions the divide between the conscious and non-conscious means we cannot with any certainty answer as to ‘why’ we behaved as we did – but instead we naturally compound a potentially misleading effect by post-rationalising a reply consistent with our own self-image.

“We are aware of only our conscious influences and so have only partial information. As a result our view of ourselves and our motivations, and of society, is like a jigsaw puzzle with most of the pieces missing. We fill in blanks and make guesses, but the truth about us is far more complex and subtle than that which can be understood as the straightforward calculation of rational minds”
Leonard Mlodinow – Subliminal

This knowledge has created a minefield for market research and the traversing of it relies on understanding how to best ask questions, and when not to ask them at all. At First Line Research we are committed to updating market research techniques in light of the evidence from behavioural science, and upon analysis of passively collected behavioural data from participants themselves.



  • Brand and company image

    Our concise and adaptable interpretation of the implicit association test

  • Promotional materials testing

    Multiple non-intrusive behavioural and inference techniques

  • Awareness and usage & brand tracking

    Techniques inspired by behavioural economics to improve authenticity

  • Ad-hoc

    Applying zero cost, design changes to respondent experience and data quality