Harvard and the missing element

As marketeers for world-class brands, Beyond Reason’s founders - Nathan Axford and Olivier Tjon - always felt that something was missing. How is it possible that brands, who know everything there is to know about their customers, who track everything there is to track about their performance, still have such a limited grip on what people like and buy? What is the missing element, what do we - the marketing profession - overlook?

Project Implicit - a collaboration between Harvard, Washington and Virginia universities quickly came into view. They developed a method to measure what people are not telling about themselves, called the IAT or Implicit Association Test.

Senior scientists of Project Implicit helped us to create an implicit research tool specifically for marketing purposes - to fill in that missing element: the sub-conscious motives that control consumer behaviour.

Founders

Beyond Reason’s founders, Nathan Axford and Olivier Tjon, are available for gripping presentations, both for corporate and academic audiences. For bookings contact us at info@beyondreason.eu