Split Second Research Limited

04/06/2026

A major fast food chain had a cood CSR idea.

The board loved it. The cause was real. The rollout was ready. Then the research came back.

Turns out where and when you tell a story matters just as much as the story itself.

Swipe to see what implicit research revealed, and how it changed the campaign. 👉

25/05/2026

Happy World Football Day!⚽

Fans don't always know what makes a league unmissable, they just feel it. That makes life hard for broadcasters trying to predict who'll actually watch.

With the World Cup starting soon, we thought it was a good time to share how implicit testing can close that gap.

Swipe to see how we helped a Scandinavian TV channel decide which European leagues were worth the investment. 👉

19/05/2026

Fragrance and visuals both shape how a brand is perceived.

But when they don’t align, they can blur brand identity instead of strengthening it.

Our latest case study explores how implicit testing helped identify the combinations that created a clearer, more distinctive brand experience.

12/05/2026

We often talk about the gap between what consumers say they will do and how they actually behave. But there is another gap that receives far less attention: the gap between how well businesses believe they understand their customers and what customers actually want.

When decisions are made without research, assumptions begin to shape strategy. Leaders project their own preferences onto consumers or assume they already understand the problems customers face.

Over time, familiarity with a product or category can create confidence that feels like insight, even when it has not been tested against real consumer reality. Without measuring what customers truly want and how they perceive the problem, weak adoption and product failure risk increases.

Collecting data alone does not solve this. Research is not just about gathering information; it is about interpreting consumer reality and turning it into meaningful insight that informs decisions. There is a clear difference between having data and creating insight from it.

So before assuming you already understand your customers, it is worth pausing to ask where that understanding comes from, and whether it has been tested against real behaviour.

We explore this in more detail in the full blog post on our website.

30/04/2026

When a bottled water brand updated its packaging, some visual assets were removed. Implicit research showed that a few of these elements were critical to trust and recognition.

Understanding what matters most helped the brand make confident decisions about which cues to keep and enhance.

Swipe through to see the insights, and visit our website to read the full study.

13/04/2026

Coca-Cola wanted to understand which promotions would increase sales without hurting the brand.

Using implicit research, Split Second Research showed which offers work for loyal customers, which attract new buyers, and which can weaken brand equity.

Swipe through to see the main findings, and visit our website to read the full case study.

01/04/2026

How do you build a premium beer brand in a market dominated by strong local players?

We worked with an American beer brand in China to understand how its packaging was perceived on the shelf, what stood out, and what wasn’t working as intended.

Using implicit testing alongside visual evaluation, we identified which design elements were helping build a premium image, giving the brand direction on what to change and where to focus.

23/03/2026

11/03/2026

We're excited to announce a new partnership between Split Second Research and On-Target Marketing Solutions, our regional partner for Asia-Pacific.

On-Target is led by Dr. Salim Khubchandani, a marketing strategist and consumer insights expert with 40+ years of experience spanning agency leadership, executive advisory, and a PhD in consumer neuroscience.

Together, we're bringing implicit research and behavioural insight capabilities to organisations operating across APAC markets, combining Split Second's internationally recognised measurement expertise with On-Target's deep regional knowledge across Malaysia, India and the wider Asia-Pacific.

For clients, this means faster turnaround, stronger regional context, and research findings that feed directly into strategic decision-making.

We're looking forward to what we'll build together.

05/03/2026

📚This World Book Day, let’s talk about the science behind reading and emotional wellbeing.

We all know the feeling: curling up with a good book can calm the mind and lift the mood. And now, science is showing exactly why.

Our groundbreaking study led by our very own Dr Eamon Fulcher for The Queen’s Reading Room found that just five minutes of reading fiction can reduce stress by nearly 20% 😌 and help people feel more emotionally ready for the day, all measured using neuroscientific methods like EEG and Biometric watch Empatica.

Building on these findings, the Queen’s Reading Room is now exploring how reading collectively can support mental wellbeing.

And the video linked says it beautifully. In BBC archive footage from 1967, children talk about how reading calmed them down after getting angry, and how stories helped them feel better. Even decades ago, stories were already helping us regulate emotions.

Whether it’s five minutes alone or sharing a story with others, reading isn’t just entertainment, it’s a tool for stress relief and emotional regulation.

This , pause and reflect:
Whose life are you stepping into through the pages you’re reading? ✨