WHITEPAPER
Implicit Association & Response
The non-conscious factor in decision making. Why what people say they prefer so often misses what actually drives the choice, and how implicit testing surfaces the difference.
WHAT'S INSIDE
What The Paper Covers
The Hidden Drivers Of Human Behavior
Why stated preference and actual behaviour diverge, and what that costs a study.
Implicit Bias
The associations respondents hold without being able to report them.
The Solution
What implicit testing measures, and how the response-time signal is read.
Implicit Testing Methodologies
How implicit association testing is run in consumer research.
From Data To Insight
Turning response latencies into something a brand team can act on.
Consumer Research Applications
Where implicit association changes the decision, with worked examples.
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