Implicit Priming Test

Discover consumers' thoughts and feelings outside of conscious mind and control

What is Implicit Priming Test?

The IPT (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. It allows you to capture and measure unconscious reactions of respondents to external stimuli.

Using IPT you can detect biases, stereotypes or preferences 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.).

implicit test interface
  • Easy to set up
  • No special equipment
  • Fully automated
  • Integrated with survey
  • Integrated with neuro-tools
  • Fast 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.

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

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

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