Compusense integrates behavioral insights to capture instinctive reactions

The new capability, developed in partnership with InsightsNow, debuts at the IFT FIRST conference in Chicago this July. It introduces two distinct analytical methods—the Implicit Test and the Emotions Test—directly into the existing Compusense software environment. By moving beyond conventional rating scales, researchers can now quantify System 1 reactions, which reflect instinctive consumer impulses rather than articulated preferences.

Data from more than 48,000 assessments suggests that relying solely on traditional metrics can obscure significant market potential. In a recent packaging study, behavioral measurement identified a concept capable of boosting competitive share by 58%, even though standard testing methods showed no statistically significant differences. Jacqueline Dysart, President of Compusense, noted that these tools provide a necessary layer of evidence for product development, allowing firms to validate decisions with greater precision. Dave Lundahl, CEO of InsightsNow, added that this collaboration scales their patented behavioral methods for a global research audience.