These questions test your ability to draw conclusions that are logically implied by the passage, even when not directly stated. You’re expected to infer the author’s opinion, intention, or underlying assumptions. In other words, what is the writer really saying?

This is not about guessing — valid inferences must be based strictly on what is suggested in the text. You won’t find the exact phrasing in the passage, but if you understand the tone and context, the answer logically follows.

These questions are often mixed into normal VR sets (e.g. one inference-style question per four-question set).

1. Read the whole passage first

This is especially helpful when you’re being asked to identify the author’s opinion or draw broader conclusions. You need a sense of overall tone and meaning, not just a sentence.

Best for:

• Questions asking about tone or author viewpoint

• Candidates with good reading speed and strong memory

2. Read the question, then scan for opinion cues

Look for parts of the text that indicate emotion, opinion, or emphasis. These often contain signal words like “however,” “clearly,” “undoubtedly,” “surprisingly,” or modal verbs like “may,” “should,” or “must.”

Best for:

• Questions asking you to identify attitudes or motivations

• Candidates who find it easier to focus one question at a time

3. Mixture of methods

Use full-text reading when the passage is short and clearly structured. Use scanning when the question is about a specific claim or the text is especially dense.

Best for:

• People who adapt strategies depending on the passage

• Questions with multiple layers (e.g. “Which of the following would the author most likely agree with?”)

Filmed by our English department, this video walks through Inference / Deduction.

Passage – Consumer Behaviour and Brand Loyalty

In the digital age, consumers are faced with an unprecedented range of choices. Online platforms have not only increased the number of available products but also the speed at which trends evolve. A single viral video or influencer endorsement can cause demand for a product to skyrocket overnight. Yet, despite this abundance of options, many consumers continue to return to familiar brands — a phenomenon known as brand loyalty.

Marketers have long debated the psychology behind brand loyalty. Some argue it is primarily emotional: customers associate certain brands with childhood memories, identity, or social belonging. Others suggest it is largely habitual; the less mental effort required to make a choice, the more likely people are to repeat it. Recent neuroscience research supports both perspectives, indicating that brand loyalty activates brain regions associated with both memory and reward.

However, brand loyalty is being tested in today’s fast-paced environment. Younger consumers, particularly those under 30, are more likely to experiment with new brands, influenced by social media trends and peer reviews. Subscription models, free trials, and personalised algorithms have also made it easier than ever to switch between providers.

Still, companies continue to invest heavily in customer retention. Loyalty schemes, targeted advertisements, and branded experiences aim to deepen customer engagement and extend the consumer’s emotional bond. While some critics view these tactics as manipulative, others see them as simply recognising the psychological factors that drive purchasing behaviour.

Industry analysts predict that the future of branding will hinge on a company’s ability to build trust and provide meaningful value. In an era of increasing scepticism and consumer empowerment, the brand-consumer relationship may need to evolve into something more reciprocal and transparent.