Implicit Response Tests are scientific techniques developed to collect non-conscious information from consumers about their implicit preferences towards brands, products, ads, or celebrities. Because they can be carried out online, it allows you to reach larger samples with less budget and time.
Our brain processes information through two systems: System 2, which is slow and processes conscious information, and System 1, which is fast and processes non-conscious information.
IRTs are designed to measure only the System 1, revealing hidden information that interviews, questionnaires, or focus groups cannot.
Learn in this video how these tests can help you to boost your research.
Implicit Association Test (IAT) reveal automatic preferences and hidden biases of two concepts that are being compared, such as your brand vs. competitor’s. These tests measure the time resopondents take to classify words or images into their correspondent group. The results show which concept (i.e. your brand vs. competitor’s) is more associated with an attribute (usually Positive), and the strenght of this association.
Priming Tests are based on how the exposure to a prime affects subsequent reactions. PTs are designed to indentify associations between two targets, like your brand vs. competitor’s, and some particular attributes, named primes. Results show which primes (up to 8) are more associated with which target, and the strength of these associations.