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Expertise

We go beyond traditional methods to access the subconscious mind of customers to unlock even deeper insight.

unlock even deeper insights

We have the tools to deliver the insights you’re looking for:

The majority of consumers' decisions occur in the subconscious mind. This information cannot always be accessed via traditional research techniques.

We are experts in Psychometric, Biometric, Neurometric Techniques, and traditional research approaches and have been perfecting our protocols over the last 25 years.

We have extensive experience working with clients in the hospitality, food & beverage, retail, financial services, automotive and government categories - both with corporate clients and agencies.

TECHNIQUES we use

  • PSYCHOMETRIC TECHNIQUES
    The study of subconscious processes related to attention, cognition, emotion and physiological arousal.
    Implicit response testing

    An online testing technique that uncovers feelings, associations, and attitudes without the inherent noise and bias in asking people to fill in questionnaires. The testing is 'indirect' - we aren't directly asking people to rate things on a scale.

    One of the most versatile tools in our toolkit, it can help clients to understand; brand mapping & tracking, concept test ideas, proposition development, claims and messages, shelf layouts, product testing, POS & packaging, pricing promotions, advertising & communications, experiential elements and brand identity.

    Mental metaphor interviews
    Depth interviews elicit the deep metaphors that motivate and drive us at the deepest level of our subconscious mind. It is an excellent way of getting a fundamental understanding of customers' perceptions of your brand, experience, communication, and what drives their decision-making.
    Sticktion
    A very innovative technique that uses memory as a proxy for what people find important. This approach has proved very useful when trying to prioritise what to change about an experience when there are many options that you could choose.
    Behavioural missions
    An implicit and explicit technique helps us understand a customer experience using a mobile platform that captures their thoughts and photographs an experience.
    Ethnography
    Ethnographic research is a qualitative method where researchers observe and/or interact with a study's participants in their real-life environment.
  • BIOMETRIC TECHNIQUES
    A range of implicit techniques that uncover consumers' feelings, associations, and attitudes.
    Eye-tracking
    The observation and recording of eye behaviour such as pupil dilation and movement. It has applications in many areas and can be used to assess lots of different types of static and moving stimuli.
    Visual saliency (pop-out testing)
    We use an eye-tracking algorithm to analyse various types of static stimuli to optimise its design.
    Galvanic skin response (gsr)
    Refers to changes in sweat gland activity that reflect the intensity of our emotional state, otherwise known as emotional arousal.
  • NEUROMETRIC TECHNIQUES
    The most hardcore range of research techniques gathers data directly from the brain.
    Electroencephalogram (eeg)
    Records direct and immediate electrical activity generated as a result of neurons firing.
    Functional magnetic resonance imaging (fmri)
    It works by detecting the changes in blood oxygenation and flow that occur in response to neural activity – when a brain area is more active, it consumes more oxygen and to meet this increased demand, blood flow increases to the active region of the brain.
  • TRADITIONAL TECHNIQUES
    Qualitative and quantitative techniques that have been used for the last 50+ years to gather explicit feedback from consumers.
    Qualitative depth interviews
    One on one interviews with consumers which ask explicit questions, use projective techniques and gain feedback on stimuli, to uncover the respondents' thoughts and feelings on a subject.
    Kitchen sessions
    Focus groups of 6-7 consumers are held in a test kitchen to expose respondents to product ideas to help clients optimise their menu or offer.
    Food preference testing
    A quantitative central location test asks respondents to taste food products to optimise a recipe or state a preference for a particular product.
    Intercept research
    A qualitative or quantitative technique intercepts consumers at the point of purchase to elicit their thoughts about an experience.
    Usage & attitude study
    Involves research to understand a market and identify growth opportunities by answering questions on whom to target, with what and how.
    Brand tracking
    Brand tracking continuously measures your brand's health, analysing how your consumers buy and use your products and their thoughts and feelings about the brand itself.
    Problem detection study
    A quantitative study compares attitudes towards your brand of those using it as often and those who are consciously lapsing from the brand to detect the problems you may have with your proposition.
  • PSYCHOMETRIC TECHNIQUES
    A range of implicit techniques that uncover consumers' feelings, associations, and attitudes.
    BIOMETRIC TECHNIQUES
    The study of subconscious processes related to attention, cognition, emotion and physiological arousal.
    NEUROMETRIC TECHNIQUES
    The most hardcore range of research techniques gathers data directly from the brain.
    TRADITIONAL TECHNIQUES
    Qualitative and quantitative techniques that have been used for the last 50+ years to gather explicit feedback from consumers.
    Implicit response testing
    An online testing technique that uncovers feelings, associations, and attitudes without the inherent noise and bias in asking people to fill in questionnaires. The testing is 'indirect' - we aren't directly asking people to rate things on a scale.

    One of the most versatile tools in our toolkit, it can help clients to understand; brand mapping & tracking, concept test ideas, proposition development, claims and messages, shelf layouts, product testing, POS & packaging, pricing promotions, advertising & communications, experiential elements and brand identity.
    Mental metaphor interviews
    Depth interviews elicit the deep metaphors that motivate and drive us at the deepest level of our subconscious mind. It is an excellent way of getting a fundamental understanding of customers' perceptions of your brand, experience, communication, and what drives their decision-making.
    Sticktion
    A very innovative technique that uses memory as a proxy for what people find important. This approach has proved very useful when trying to prioritise what to change about an experience when there are many options that you could choose.
    Behavioural missions
    An implicit and explicit technique helps us understand a customer experience using a mobile platform that captures their thoughts and photographs an experience.
    Ethnography
    Ethnographic research is a qualitative method where researchers observe and/or interact with a study's participants in their real-life environment.
    Eye-tracking
    The observation and recording of eye behaviour such as pupil dilation and movement. It has applications in many areas and can be used to assess lots of different types of static and moving stimuli.
    Visual saliency (pop-out testing)
    We use an eye-tracking algorithm to analyse various types of static stimuli to optimise its design.
    Galvanic skin response (gsr)
    Refers to changes in sweat gland activity that reflect the intensity of our emotional state, otherwise known as emotional arousal.
    Electroencephalogram (eeg) 
    Records direct and immediate electrical activity generated as a result of neurons firing.
    Functional magnetic resonance imaging (fmri)
    It works by detecting the changes in blood oxygenation and flow that occur in response to neural activity – when a brain area is more active, it consumes more oxygen and to meet this increased demand, blood flow increases to the active region of the brain.
    Qualitative depth interviews
    One on one interviews with consumers which ask explicit questions, use projective techniques and gain feedback on stimuli, to uncover the respondents' thoughts and feelings on a subject.
    Kitchen sessions
    Focus groups of 6-7 consumers are held in a test kitchen to expose respondents to product ideas to help clients optimise their menu or offer.
    Food preference testing
    A quantitative central location test asks respondents to taste food products to optimise a recipe or state a preference for a particular product.
    Intercept research
    A qualitative or quantitative technique intercepts consumers at the point of purchase to elicit their thoughts about an experience.
    Usage & attitude study
    Involves research to understand a market and identify growth opportunities by answering questions on whom to target, with what and how.
    Brand tracking
    Brand tracking continuously measures your brand's health, analysing how your consumers buy and use your products and their thoughts and feelings about the brand itself.
    Problem detection study
    A quantitative study compares attitudes towards your brand of those using it as often and those who are consciously lapsing from the brand to detect the problems you may have with your proposition.
    View Case studies

    Get a Competitive advantage!

    Empowering you with deep insight, strategy and clarity to make informed, research-based decisions to give your business a competitive advantage.

    We use the most pioneering research techniques that delve into the subconscious mind to give us the deepest insight into human behaviour. These insights cannot always be elicited via traditional research techniques.
    Competitive advantage - rocking horse to real horse

    Testimonials

    • “Truth be Gold applied traditional qualitative and quantitative tools to give us a holistic understanding of what our guests thought about their experience of the on park product. The insights from this research allowed us to prioritise and focus on the opportunities we had to improve the overall retail experience and increase spending on our parks.”

      - David Morrison, Retail Director, Parkdean Resorts
    • “Our five-year partnership with Truth be Gold has enabled both businesses to pioneer the use of Implicit Response testing for our clients. In addition, Emma has specifically helped us develop our relationships with our food & beverage and retail clients and has added significant value to the outcomes of those projects.”

      - President, Cloud Army
    • “Truth be Gold conducted the pre-launch research for our brand before entering the UK. All we discovered was confirmed when we opened the restaurant, which gave us a great knowledge base and confidence to build the brand.”

      - CEO, Popeyes Louisiana Kitchen, UK
    • “Truth Be Gold and Cowry have collaborated to create a truly innovative research approach that is rooted in behavioural science principles. The behavioural insights have led to the creative and practical design of interventions that truly change behaviour in the real world.”

      - Jez Groom, Founder & CEO, Cowry Consulting
    • “We partnered with Emma at Truth be Gold on a ground-breaking research study that was a first in the industry both in the techniques used and the insights it elicited. It provided the basis for the brand’s calendar and promotional strategy to specific customer groups."  

      - Global CMO, Restaurant Industry
    • "Truth be Gold used psychometric techniques to help us understand consumers implicit and explicit reactions to a range of product concepts. Later in the development process, these products were then optimised using Truth be Gold’s qualitative techniques. Finally, we used the insights to develop our menu offering for the UK market. Oh and they are great to work with too!”

      - Hilary Ansell, Head of Marketing, Marugame Udon Europe
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