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Implicit Priming Test

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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 such IAT can’t be used for marketing purposes.

At the same time, another type of test - Semantic Priming Task - is based on a very simplistic methodology and therefore unable to provide marketers with a comprehensive picture of respondents’ real attitude towards tested objects. That’s why we’ve created an Implicit Priming Test (IPT) - a combination of a reliable Implicit Association Test approach with the simple but effective idea of Semantic Priming Task.

IPT is easily adjustable, isn’t boring for respondents and allows you to segment the audience in the report according to their attitude towards the object 1 or the object 2. Depending on your needs, our Implicit Priming Test allows you to conduct 2 different types of research:

 • Attribute testing allows for the comparison of 2 objects against a number of characteristics (from 2 to 10).
 • Objects comparing provides an opportunity to simultaneously compare up to 10 objects by 1-3 pairs of opposite characteristics.

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. When 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.

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:
 •  during the data analysis, answers provided by respondents within over 5 seconds (5,000 ms) aren’t taken into account;
 •  answers from respondents who replied for more than 10% of questions within 0,3 seconds (300 ms) or faster aren’t analyzed;
 •  we use an internal algorithm to improve the data quality, which is used directly in the automatic processing of results.

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.

Attribute testing
Overall criteria difference score Demonstrates which characteristics are more suitable for one of the tested objects according to the perception of respondents.
Criteria difference score by object items Demonstrates to which extent this or that characteristic is suitable to attributes of the tested object (logo, name, image, etc.) as opposed to attributes of the second object.
Recognition time This is an average time spent by respondents to recognize the object after an initial quick display of the criteria. The shorter the identification time, the better the criteria suits the object according to the respondent.
Recognition time by object items The time a respondent spent to recognize the object after an initial quick display of the criteria. The shorter the identification time, the better criteria suits the object according to the respondent.
Respondent segmentation The segmentation of respondents by groups, depending on their perception of each criteria in relation to tested objects.


Objects comparing
Overall criteria difference score Demonstrates how the tested objects are perceived by respondents in terms of opposite characteristics (e.g. big-small; good-bad; etc.) The bigger the column on the chart the stronger the tested object is associated with one of the aforementioned characteristics.
Objects difference score by criteria attributes Demonstrates how tested objects are perceived within the framework of opposite characteristics components (e.g. components of characteristic “good” might be “attractive”, “smart”, etc.) The bigger the line, the stronger is the association of the object with an attribute of one of the opposite characteristics.
Recognition time This is the average time it took a respondent to recognize the criteria attributes after a quick initial display of the objects. The shorter the identification time, the better the criteria suits the object according to the respondent.
Recognition time by criteria attributes This is the time it took a respondent to recognize the criteria attributes after a quick initial display of the objects. The shorter the identification time, the better each of the criteria attributes suits the object according to the respondent.
Respondent segmentation The segmentation of respondents by groups, depending on their perception of each object in relation to 2 criteria.

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.

What to do if respondent demonstrates different results while repeatedly taking the same test?

It’s less probable as the overall pattern of responses will be the same. At the same time, it is better if the respondent will be given only one try. Otherwise, respondents may get tired and this can influence the results of the test.

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