Calibrating gut feeling and the subconscious to help in taking rational decisions related to consumer behaviour.
Why We Need Implicit Testing
Unlike traditional research, aka System 2 or explicit questioning, is how traditional market research functions. However we know that decisions are nudged and coaxed by factors outside of their conscious awareness – so just asking questions doesn’t get you the correct responses.
Implicit Association Testing, also known as System 1 testing, that measures non-conscious perceptions and identifies how consumers really react to brands and products.
People when subjected to System 1 testing takes time to process new information and work out how they feel about it. Over time these feelings become increasingly automatic, allowing us to devote less energy into re-evaluating what is already established and connected in our minds. It’s these established connections that we pick up on in our tests, allowing us to get a better measure of how people feel.
How It Works
Implicit testing measures how long it takes for people to sort concepts and ideas. The three main tests we use at Krenium are:
1. Semi-implicit Tests
Participants are shown an item, such as a bottle pack-shot or a brand name, with an association word. We measure the proportion of people who say the word describes the product or brand well, and the speed of their response, which is representative of how confident they are in their decision.
This test is the most versatile as it allows us to test lots of concepts at the same time.
2. Implicit Association Tests (IATs)
It measures how strongly people subconsciously associate two concepts (e.g. orange and Tropicana). Participants are presented with a clearly defined sorting task and we measure how quickly and accurately they sort a concept together with positive words compared to negative words. The quicker and more accurately they manage to sort two concepts together, the stronger these concepts are linked in their mind.
3. Associative Priming Tests
We identify these links by flashing up a word or image representing a given concept and then measuring how quickly and accurately participants are able to respond to emotive words immediately after.
These tests can be used to measure how people feel about a product or a brand and how they associate themselves with certain concepts. Since these are measurements made at the sub conscious level, they tend to be correct. Thus marketing decisions tend to get more accurate and also hugely save marketing expenses which otherwise would have gone waste.