Implicit Association Test (IAT)

IAT is suitable for measuring unconscious processes such as attitude, feeling, initial reaction (gut feeling), and preference. This makes the Implicit Association Test ideal for testing customers' associations with your organization. In an IAT, the respondent's reaction time is key. Strong associations are easier to recall than weaker ones. Differences in reaction time can be used to measure the strength of the association.
These differences in reaction time add a degree of relevance to the research.

This is something we would like to see reflected in the research, in order to achieve a relevant result. With our expertise, we know the market inside out and can ensure that we deliver a final product that is truly useful to you. Because that is, of course, what it's all about.

Why an implicit association test?

An IAT can be valuable as an additional tool to, among other things,Campaign effectiveness measurement. For example, to gain insight into whether the radio or TV commercial shown is appropriate for the image values and identity of your brand. It is widely applicable, and we are happy to work with you to consider your research question and whether this method can provide the right insights.

How does an implicit association test work?

An IAT consists of approximately 10 to 20 aspects that are determined in consultation with you. The aspects, such as innovative, sustainable, high quality, and healthy, are presented to the respondent in random order. The following is measured for each aspect:

• The association score: % fits well - % does not fit;
• The average response time (only values between 0.3 sec. and 3 sec.).

An IAT provides clarity on whether the campaign shown matches the desired image values of the commercial and the brand distributing the commercial. This measures the consumer's subconscious. The results are visualized in an association matrix, as shown below.