CAMBRIDGE, Mass., March 19, 2013 -- /PRNewswire/ -- TipTap Lab, the research division of TipTap Inc., unveils the Image Selection Task(IST)™. For the first time, brands, agencies, and researchers will be able to access the nonconscious motivations that drive consumers' purchasing decisions. TipTap Lab uses a unique psychological approach to identify the true motivations behind why people buy.

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At the crossroads of leading edge technology and consumer psychology, TipTap Lab uses web-based tools and scientific methods to measure and assess the psychological traits and motivations that drive consumer behavior. Psychological trait and motivation data is complementary to traditional demographic and interest data (it explains variance unaccounted for by traditional data), and research has shown it to be vastly more predictive and powerful (it explains much more variance than traditional data). As a result, TipTap Lab provides companies and brands the ability to market more effectively and efficiently.

The IST was developed and validated through extensive research over last three years. This testing and empirical validation included analyzing data from multiple consumer-facing applications and websites, and many large scale research projects involving over 40,000 people.

"TipTap Lab provided actionable insights for all aspects of our business efforts, from messaging to product packaging to market expansion that completely transformed our understanding of our customers," said Mark Parish, owner of Massachusetts dairy farm Crescent Ridge. "My family has owned Crescent Ridge for over 80 years, and our customers have always proven loyal to our brand because of our high quality and locally-delivered dairy products. Distinguishing the factors that motivated purchasing behavior allowed us to cut unnecessary costs and focus on what mattered. TipTap Lab helped us understand the key motivating factors driving consumer behavior at a level never before exposed to us."

TipTap Lab is offering an exclusive understanding of the process during a live webinar April 17th, 2013. The research team who developed the framework will explain the unprecedented power of the Image Selection Task. The team consists of leading psychological researchers in implicit cognition, nonconscious decision making, and evolutionary and personality psychology, Geoffrey Miller, Christopher Nocera, and Kyle Thomas.

"Our past three years of research have led to insights and breakthroughs that give us a completely novel way to understand consumer motivations and predict behavior," said Kyle Thomas, Director of Research at TipTap Lab. "Our cutting edge tools and methods offer a revolutionary way to understand consumers, and we are excited to finally reveal them to the world and help other researchers and marketers understand consumers at a very deep level."

"Companies and brands today are creating competitive differentiation by collecting and analyzing data on what customers do. We are helping them understand why they do it," said Dan Cudgma, Co-Founder and President of TipTap Lab.

About TipTap Lab - TipTap Lab employs a unique psychological approach to identify the true motivations behind why people buy. Our internet-based, patented tools increase the accuracy of research findings to improve marketing, advertising, and other business initiatives that drive sales. TipTap Lab 222 3rd Street Cambridge MA 02141, Emily Dyess, email: edyess@tiptaplab.com, (800) 216-5207

SOURCE TipTap Inc.

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