A behavioural science company has joined forces with a wider marketing group to boost its reach and capabilities.
Split Second Research (SSR), based in Worcester and specialising in market research using advanced behavioural science, has joined the Marketing + Technologies Group (M+T Group) at its Progress House headquarters in Shrub Hill.
Dr Eamon Fulcher, co-founder of SSR, said: “The move to join M+T Group is a genuine win-win as between us we cover the entire customer base from global FMCG brands and professional service providers to local SME manufacturing and industrial companies.
“Whether you need to invest in a rebrand, launch a new product or reorganise a business around what matters most to customers, good decisions depend on good evidence.
“The important thing is not simply asking people questions but using the right scientific methods to understand what is really driving their responses.”
He explained that while traditional surveys are useful for basic feedback, more complex insights require a different approach.
Dr Fulcher said: “As soon as an emotional response is involved, people tend to stray way off-track and reliable, actionable data can be more difficult to capture through conventional questions alone.
“That’s where our science-based implicit research techniques can add another layer of insight.”
SSR uses implicit response feedback, measuring reaction times in milliseconds to uncover emotions and preferences that traditional methods might miss.
The partnership with M+T Group will allow research findings to directly inform brand strategy, design, digital development, and marketing execution.
Roland Renshaw, CEO of M+T Group, said: “The two businesses already work very well together and share a positive, high-integrity working culture.
“We are also both used to delivering high-end services based on software platforms we developed, so there are a lot of practical working synergies behind the scenes which will help with growth and market competitiveness.”
