Implicit Tests Online

Uncover consumers' true attitude (on a subconscious level) to the brand, adverts, and product

Uncover true thoughts hidden in the subconscious

Our mind consists of two systems of thinking - System 1 (subconscious thinking) and System 2 (conscious thinking). System 1 is responsible for quick, unconscious reactions, and System 2 - for explicit responses, controlled reactions that require more time and mental effort. People make most of the everyday decisions on autopilot, driven by unconscious urges, the biggest of which is emotion. They often don't know what they feel because it's hidden in their subconscious. That's why what people really think or feel often contradicts what they say. By complementing explicit responses with implicit reaction measurements you can uncover true consumers' attitudes they could hide unconsciously.

What is Implicit Priming Test?

Implicit Priming Test (IPT) is a measure designed to detect the implicit connection between objects and attributes and the strength of this connection. It is based on the speed of the response to the external stimulus affected by priming (can be visual, semantic).

IPT is built strictly on below conscious processes of System 1, excluding explicit response. IPT is aimed to detect the presence and depth of an emotional connection between a brand/product, and a certain attribute (statement) in consumers’ mind. You can get deep insights in the following directions:

  • Ad performance. Uncover how the advert influences on brand perception on an implicit level
  • Brand performance. Uncover how brand perceived on an implicit level, measure consumers’ attitude to the brand elements (name, logo, color), understand which characteristics are associated with the brand
  • Product performance. Uncover the implicit impact of the product on brand perception and price perception
implicit test interface
reaction time test
What is the Reaction Time Test?

Reaction Time Test (RTT) shows how quickly people process the information and react based on subjective assessment (without priming effect).

RTT is used to find out which image attributes or CEPs (Category Entry Points) correspond to brands or categories and how much the user relies on an implicit system while evaluating, solving “selecting” problems, recognizing brands, etc. You can get deep insights in the following directions:

  • Ad performance. Explore possible weak or wrong messages in advertising, open the new directions to move in brand communication.
  • Brand performance. Identify how colors, fonts, and design of packaging influence the attractiveness of the brand, define associations connected with a brand, idea, product, person on an implicit level to use them for building further communication.
  • Product performance. Discover the category entry point and category fit of your product, implicit impact of the product on price perception, determine the strategy of diversification.
  • Easy to set up
  • Online, conducted remotely
  • Fully automated
  • Integrated with survey
  • Integrated with neuro-tools
  • Quick results
How does IPT work?

The results of IPT are based on the reaction time analysis. We unconsciously agree with something, we react very quickly, without thinking much. If something contradicts our perception of things, we need more time to react to the external stimuli. By comparing the reaction time with the combination of objects and their attributes, one can conclude which characteristic (beautiful, stylish, desirable, very expensive, useless, etc.) is associated more with Object A or Object B.

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Introduction to IPT

What is Implicit Priming Test?

Implicit Priming Test is a subset of IRT approach (Implicit Reaction Time) that combines elements of the Semantic Priming Task and the Implicit Association Test. This type of test helps to understand respondents’ real attitude to the tested objects by comparing the speed of response provision with the combination of objects and various statements or characteristics.

What is the difference between Implicit Priming Test and traditional IAT?

A traditional Implicit Association Test (IAT) is based on the complicated methodology which foresees that every respondent has to go through several pools of questions, including a number of training tests, which takes a lot of time and is pretty tiring. Furthermore, traditional IAT doesn’t allow you to simultaneously test several objects against key characteristics. That’s why we’ve created an Implicit Priming Test (IPT) - a combination of a reliable Implicit Association Test approach with the simple and effective idea of Semantic Priming Task.

When to use Implicit Priming Test?

Use Implicit Priming Test in situations when there is a high risk of false information being provided or the intentional concealing of real thoughts and opinions by respondents. Implicit Priming Test is designed to detect biases or stereotypes as well as to analyze whether particular ads influence a respondents' intention to buy the product. The application of the Implicit Priming Test is the most effective when there is an assumption that respondents have biased attitudes to the tested object (product, company, person, etc.).

What can you test using Implicit Priming Test method?

It’s necessary to observe one important condition in order to achieve objective results: respondents should be familiar with the tested objects. All the tested objects should be under the same conditions: you cannot test well-known and unknown objects together.Implicit Priming Test allows you to test:
  • photos of politicians, names of political parties, celebrities, TV presenters, actors;
  • brands’ names, logos, symbols, color patterns;
  • products’ names, packaging;
  • even the international image of a country, etc.

How it works

How does Implicit Priming Test work?

The Implicit Priming Test allows you to capture and measure the unconscious reactions of respondents to external stimuli. The results of implicit priming tests are based on the reaction time analysis. By comparing the reaction time with the combination of objects and their attributes, one can conclude which characteristic (beautiful, stylish, desirable, very expensive, useless, etc.) is associated more with Object A or Object B.

How will respondents understand the rules of the Implicit Priming Test?

Before participating in the test, every respondent should complete his training session, results of which won’t be considered in the report. By completing the learning part respondents will understand what they are required to do: when to press the button on the right, and when to press on the left. In case the respondent made a lot of mistakes while training, he/she will continue to work on learning part until the moment he/she figures out how the system works and which buttons to press.

How is the Implicit Priming Test data processed and analyzed?

In order to ensure the quality of responses, we use an internal algorithm to improve the data quality, which is used directly in the automatic processing of results. If respondent’s answers for at least one specific combination of object and criteria were either too quick (within 250 ms) or too slow (within over 1500 ms), the results of his test won’t be analyzed. In addition, if the total amount of either too quick or too slow answers for any group of screens within the test was 20% or higher, the answers won’t be analyzed either.

Should I use Implicit Priming Test only as a part of a survey or separately as well?

In order to have the possibility to filter the data by different indicators (sex, age, country, etc.) we recommend you to include the Implicit Priming Test into a standard survey. Of course, everything depends on the purpose of the test. In case you don’t need baseline data about your respondents, you can conduct an Implicit Priming Test without adding other follow-up questions to the questionnaire.

How many credits are charged for one Implicit Priming Test?

To calculate the number of NeuroLab credits required for one Implicit Priming Test, use this formula:
Numbers of respondents * numbers of Implicit Priming Test questions.

Results & Reporting

What results Implicit Priming test gives you

People may say they like brand/person/subject (it's their explicit attitude) but it is possible they associate it with negativity without being actively aware of it. IPT allows you to find out such hidden attitudes towards many things: photos of politicians, celebrities, TV presenters, actors, brands’ names, logos, symbols, color patterns, products’ names, packaging, etc. Here is what you can get with help of IPT:
  • find out hidden preferences
  • confirmed or disproved stereotypes
  • define the strength of associations between objects
  • find out if attitude to the object is positive or negative
  • define who or what is real "people choice"

Which data can be found in the report?

The more time (in milliseconds) respondents spend to choose the answer the less credible it is. Below is a list of data, which can be extracted from each test.

How is the reliability of results ensured?

We ask respondents to complete a simple training and based on its results provide or deny them access to the test. Furthermore, during the data analysis, we don’t consider very fast and very slow answers. Thus, the responses which are not taken into account cannot influence the outcome of the test.

Discover your consumers’ true attitudes and thoughts hidden in the subconscious.

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