Accompanying Script for Implicit Emotional Assessment Presentation Presentation

The document discusses implicit emotional assessment techniques that can provide insights beyond what respondents explicitly report. It begins by introducing the idea of an "800 pound gorilla" in marketing research - that respondents often cannot or will not truthfully report their emotions. It then discusses a study showing subliminal happy/angry faces impacted product preferences, despite equal explicit emotional reports. The document argues emotions drive behavior and proposes implicit techniques can assess emotions people cannot or will not explicitly share. It provides examples of implicit techniques like implicit association, hypnosis-interviewing and psychodrama that have provided additional insights in case studies.