Implicit Testing
Subconscious associations with brand or product attributes, discrete emotions and degree of preference
Developed out of the field of cognitive psychology, Implicit Association Tests capture rapid ‘associative’ response reactions to semantically relevant attributes and stimuli. Participants may be unaware that they hold these associations, or may be unwilling to share them consciously.
These tests can be administered in a number of ways, typically online or on mobile devices.
Highly scalable, inexpensive and easy to use and interpret.
No moment-by-moment measurement, making it challenging to identify specific creative elements that drive responses.
Wide-ranging across multiple study areas, including brand drivers, brand essence, brand or product positioning, advertising messaging, and packaging elements.