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 that they may not be able to reveal consciously.
Implicit Priming Test (IPT) detects 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 the nonconscious 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 use cases:
- Advertising testing
- Brand equity and associations
- Product concepts
Reaction Time Test (RTT) shows how quickly people process the information and react based on subjective assessment (without priming effect).
RTT is used to determine which image attributes or CEPs (Category Entry Points) correspond to brands or categories. It provides direction on 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 use cases:
- Advertising testing
- Brand equity and associations
- Product concepts
The results of IPT are based on the reaction time analysis. If 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, etc.) is associated more with Object A or Object B.
Take the Implicit test