The Concept Connections service uses attitudinal metrics alongside implicit and emotional measures. It can be used to evaluate messaging, designs and ideas, and has been designed with the aim of gaining a wider understanding of consumers’ responses.

Ged Parton, chief executive of Maru Group, said: “What people say and do is often different. We believe that the industry has been too focused on what consumers think, they have ignored how people feel and the dominant role emotions play in how consumers behave.”