By Thom Noble, chief strategy officer, CloudArmy  The arrival of several coronavirus vaccines has been a rare piece of good news in 2020, and those glimmers of hope have allowed brands to finally start thinking about what shopper and consumer behaviour may look like in a post-Covid 2021.  And that, unsurprisingly, has raised a lot […]

By Thom Noble, chief strategy officer, CloudArmy   The impact of Covid-19 has been felt across every industry – and with so many people now working from home, the move to digital experiences has been seen everywhere. Events have become virtual, shopping has become e-commerce, meetings have become video calls and so on.   In […]

By Dr. Keith Ewart One of the biggest challenges facing Companies is the rapid turnaround and churn of new products in the marketplace.   In 2014, Nielsen reported that 85% of new fast-moving consumer goods (FMCG) products fail in the marketplace.  A recent McKinsey report highlighted that while 84% of executives agree that innovation is critical […]

By Dr. Keith Ewart Knowledge is not Power Working in corporate cultures can lead to bad behaviours.  I can speak from experience, having worked in P&G R&D for 24 years.  I was privileged to work with smart people with smart degrees, oodles of creativity and problem solving skills.  Indeed, each one of my colleagues was […]

Image credit- https://www.flickr.com/photos/usdagov/25860473810 By Dr. Keith Ewart We know First Impressions matter – does your Market Research testing really measure them? I am very excited now to be working with CloudArmy – a Market Research online platform revolutionising the way companies are able to understand their consumers, customers and employees at a deeper, nonconscious emotional [...]

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 of the answers to the most frequently asked questions on implicit testing of sound. Q: What kinds of audio are you able to test? A: […]

Using Reactor to map out the associations evoked by different voices   This week at the Cannes ‘Festival of Creativity’ CloudArmy President Thom Noble jointly presented Wavemaker’s pioneering research into the power of voice using CloudArmy’s Reactor platform. Wavemaker Global, a leading digital media agency, are using Implicit Response testing to gain new insights into […]

CloudArmy teams up with Wavemaker Global to talk about the power of audio   At this year’s Cannes Lions International Festival of Creativity, Cloud Army President Thom Noble will unveil a new approach to scientifically testing audio. In conjunction with leading digital media agency Wavemaker Global, Thom will co-present a pioneering joint initiative on better […]

Our minds exist to predict. Every thought, emotion, opinion, decision, or sensory experience is a prediction about the nature of our world and our place within it. As marketers, we try to predict how our messaging will influence the predictions of our audience and will thereby influence purchasing behavior. When we conduct market research, we […]

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 foundation for implicit response tests and made them possible: 1. The notion that we have attitudes that can be learned […]