We humans don't always do what we say. And we don't always say what we do. This is not due to unwillingness, but can logically be explained by means of psychology. An overwhelming 95% of the choices we make each day take place in our subconscious.1. If we consciously processed all this information, it would take so much of us that we would be completely burned out by noon. A smart solution for our brains! There's only one problem. As a result, in some cases our behaviour can be better predicted on the basis of the subconscious than on the basis of questionnaires.2.Read more "Is implicit research the future?"