Jibunu, an innovator in online research data collection software and services, and Qintuit, a marketing research firm and creator of IntelliScope3D, today unveiled a new strategic partnership. The core of the partnership is focused on groundbreaking response time methodology and technology that will enhance insight into the way people really think.
BrainSleuth focuses on reaction time-based measures, including implementation of the Implicit Association Test (IAT) measures for use in online studies. The BrainSleuth collection includes validated IAT measures that tap into key decision-making personality constructs.
BrainSleuth should be used whenever there is a possibility that respondents will alter their responses to be more socially desirable than those more consistent with their actual attitude, either consciously or unconsciously.
“Obtaining deeper levels of understanding of how implicit measures work allows researchers to understand more subtle decision-making influences than explicit measures can provide,” said Karen LeSieur, Managing Partner and CEO at Qintuit. “The new suite of offerings allows researchers to use respondents’ reaction times on computer classification tasks to better tap into respondents’ true beliefs about difficult topics, preventing respondents from censoring their answers in socially desirable ways.”
“The opportunity to power transformational implementations of response time methodologies was exciting to our team,” said Phil Berry, President of Jibunu. “Jibunu is focused on innovation and BrainSleuth was a logical next step for us in advancing online data collection. Using BrainSleuth, the Jibunu-Qintuit partnership allows researchers to seamlessly incorporate these response time methodologies quickly, confidently, and cost effectively into any online research study.”
The current BrainSleuth offering includes nine validated IAT measures that tap into key decision-making personality constructs. Each measure takes about five minutes to administer and results in a single, continuous number that ranges from -2 (response is more strongly associated with the less favorable adjective in a semantic-differential pair) to +2 (response is more strongly associated with the more favorable adjective in the pair). These measures may be used as independent or dependent variables in all analyses for which a continuous variable is appropriate.
Founded in 2003, Jibunu (formerly BayaSoft) provides innovative online data collection solutions for premier research. Jibunu’s expert team and proprietary platform support boundless survey programming including extreme logic, complex conjoint and discrete choice models, adaptive and max-diff projects. Capabilities include virtual environments, diary studies, interactive and Flash features, custom graphics and multimedia, mobile surveys, multi-language overlays and translations. Jibunu (jibunu.com) is a trusted partner of research organizations of all sizes and in many verticals, including pharma/healthcare, IT, financial, consumer, and B2B. Jibunu enables clients to confidently execute their research vision online.
Qintuit (qintuit.com / IntelliScope3D.com) provides unique syndicated and custom marketing research products, featuring their flagship product line IntelliScope3D for Healthcare. Qintuit integrates consumer psychology, decision-making, business planning, and novel methodologies to yield high-value marketing insights and brand growth opportunities. Their team is comprised of recognized experts in consumer and healthcare marketing research, marketing, and sales. Qintuit has provided consumer-based strategic insights to clients ranging from incubator start-ups to Fortune 50 companies in pharmaceutical, biotech, and consumer industries.