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.).
- Easy to set up
- No special equipment
- Fully automated
- Integrated with survey
- Integrated with neuro-tools
- Fast results
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?
What is the difference between Implicit Priming Test and traditional IAT?
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?
What can you test using Implicit Priming Test method?
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 does Implicit Priming Test work?
How will respondents understand the rules of the Implicit Priming Test?
How is the Implicit Priming Test data processed and analyzed?
Should I use Implicit Priming Test only as a part of a survey or separately as well?
How many credits are charged for one Implicit Priming Test?
Results & Reporting
What results Implicit Priming test gives you
• 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?
|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.|
|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?
What to do if respondent demonstrates different results while repeatedly taking the same test?
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