Beyond Implicit Associations to Implicit Choice
Over the last two years, implicit association tests have started to become a standard tool in market research. The 2017 GRIT report tells us 80% of researchers are using (53%) or considering (27%) nonconscious research methods, and that:
“Implicit/IAT is perceived to be one of the fastest growing
nonconscious methods in the industry”.
Implicit Tools in Marketing
What you really need to know is not only what people think and feel, but how they will behave. We realized that brands need a more direct way to predict what their customers will actually do. As a result, we have developed a set of tools for measuring implicit choice, rather than implicit association.