This document describes the Implicit Association Test (IAT), which can determine a consumer's implicit or subconscious preferences and attitudes towards brands. The IAT measures reaction times when categorizing words or images to reveal implicit associations. It is a better predictor of behavior than explicit self-reported measures, as 95% of thoughts are not consciously accessible. Administering the IAT involves priming respondents and having them rapidly categorize words or images into groups to measure implicit preferences on attributes and brands versus competitors. The results indicate the strength and direction of implicit attitudes.