A new method of consumer research is Captcha research. This technique takes the Internet security tool of a captcha, a test tool used to ensure that the respondent is a human and not an Internet bot, and changes it into a marketing tool asking viewers brand association and other similar forms of questions. This advertising method utilized by Solve media is innovative and taking off quickly.
However, it can be argued that captcha research is manipulative, it forces a consumer to respond in order for them to move on to viewing the video of page they are attempting to view. Will this new marketing technique be labeled as unethical or simply moderately annoying?