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TMRC IAT Brief Intro

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  • 1. Implicit Association Test – IAT
    Determine real purchase intent to understand how consumers’ subconscious preference to reliably predict consumer behavior!
    Disclose consumers’ implicit attitudes and preferences of your brand in a competitive context, remedy critical weaknesses and exploit competitive strengths!
  • 2. 2
    Implicit Association Testing (IAT)
    Implicit measures are more powerful predictor of consumer mind than explicit measures because…
    • 95% of thoughts and feelings are not accessible or available to consciousness.
    • 3. Traditional measures of attitude and preference rely on conscious beliefs influenced by external factors.
    • 4. Implicit association measures do not require introspection on the part of subject and reveal information subconsciously.
    feel / react
    think
    stimulus
    [ implicit ]
    [ explicit ]
  • 5. 3
    Do consumers truly have preference/intent?
    • Real Purchase intent for brand/product
    • 6. Primary attribute comparison with competitors
    • 7. Better predictor of behavior than traditional ’explicit’ self-report methods
    • 8. Disclose comparison of implicit attitudes and preferences
    • 9. Uncover networks of associations in mind that form ‘reasoning process’
    • 10. Purchase intent for brand/product
    • 11. Well suited on primary attribute test for brands/products
    • 12. Brand / Product Equity
    Application
  • 13. 4
    Step 1: Warm-up - Judge which side the statement is indicating (True/False, Positive/Negative)
    Simple sentence categorization tests:
    Practice 1: True / False
    TRUE
    FALSE
    I’m taking survey.
    I’m taking a test.
    I’m running.

    I’m shopping
    Right Category
    Right hand !
    Left Category
    Left hand !
    Left
    Practice 2: Positive / Negative
    POSITIVE
    NEGATIVE
    I will consider it.
    I DON’T want to buy it.
    I WON’T consider it.

    Right
    I want to buy it
  • 14. 5
    Step 2: Test Stimulus Exposure to Prime the Mind
    Immediately activate subconsciousattitude and tendency in respondent’s mind:
    I will consider it!
    I want to buy it…
    I want to have it!
    SAMPLE PACKAGING PICTURE
  • 15. 6
    Step 3: Measure Brain Categorization Response Time
    Double categorization test:
    Block 3: True & Positive combined
    TRUE
    POSITIVE
    FALSE
    NEGATIVE
    I’m taking survey.
    I want to buy it.
    I WON’T consider it.

    I’m shopping
    Right Category
    Right hand !
    Left Category
    Left hand !
    Left
    Block 5: True & Negative combined
    TRUE
    NEGATIVE
    FALSE
    POSITIVE
    I’m shopping
    I want to buy it.
    I WON’T consider it.

    Right
    I’m taking survey
  • 16. Result: Distribution Of Different Attitudes
    Percentage Of Respondents That Takes Different Attitudes
    SAMPLE OUTPUT
    Those who have purchase intent are expected to have positive D values while respondents with non-purchase intent are expected to have negative D values.
    Do respondents with positive attitude( like purchase intent / overall liking ) in target groups surpass benchmark for brand / product / design / etc?
    Does brand / product / design / etc perform better on primary attributes than your competitor? Where are key competitive strengths & weaknesses?
    Weak association
    Medium Negative Attitude
    Stronger Negative Attitude
    Medium Positive Attitude
    Stronger Positive Attitude
    7
  • 17. TMRC China:
    Shanghai:
    Floors 2-3, Bldg. B, No 1000, Chang Ping Road, Shanghai 200042, China上海市昌平路 1000 号 B 座 2-3 楼
    Tel: +86-21-6218-3377Fax: +86-21-6271-1217
    Beijing:
    Studio 210, 3 Guang Qu Rd, Image Base Art Studios, Beijing, China 北京市朝阳区广渠路3号竞园艺术家工作室新20-210 室
    TMRC Thailand:
    2 Ploenchit Center, G Floor, Sukhumvit Road, KlongtoeyNua,Wattana, Bangkok 10110, Thailand
    Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674
    TMRC India:
    123, 1st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, India
    Tel: +91 124 4609906 Fax: +91 124 4609900
    www.tmrcresearch.com
    8