Implicit Association Test – IAT <br />Determine real purchase intent to understand how consumers’ subconscious preference ...
2<br />Implicit Association Testing (IAT)<br />Implicit measures are more powerful predictor of consumer mind than explici...
Traditional measures of attitude and preference rely on conscious beliefs influenced by external factors.
Implicit association measures do not require introspection on the part of subject and reveal information subconsciously.</...
3<br />Do consumers truly have preference/intent? <br /><ul><li> Real Purchase intent for brand/product
 Primary attribute comparison with competitors
Better predictor of behavior than traditional ’explicit’ self-report methods
 Disclose comparison of implicit attitudes and preferences
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TMRC IAT Brief Intro

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TMRC IAT Brief Intro

  1. 1. Implicit Association Test – IAT <br />Determine real purchase intent to understand how consumers’ subconscious preference to reliably predict consumer behavior!<br />Disclose consumers’ implicit attitudes and preferences of your brand in a competitive context, remedy critical weaknesses and exploit competitive strengths!<br />
  2. 2. 2<br />Implicit Association Testing (IAT)<br />Implicit measures are more powerful predictor of consumer mind than explicit measures because… <br /><ul><li>95% of thoughts and feelings are not accessible or available to consciousness.
  3. 3. Traditional measures of attitude and preference rely on conscious beliefs influenced by external factors.
  4. 4. Implicit association measures do not require introspection on the part of subject and reveal information subconsciously.</li></ul>feel / react <br />think <br />stimulus<br />[ implicit ]<br />[ explicit ] <br />
  5. 5. 3<br />Do consumers truly have preference/intent? <br /><ul><li> Real Purchase intent for brand/product
  6. 6. Primary attribute comparison with competitors
  7. 7. Better predictor of behavior than traditional ’explicit’ self-report methods
  8. 8. Disclose comparison of implicit attitudes and preferences
  9. 9. Uncover networks of associations in mind that form ‘reasoning process’
  10. 10. Purchase intent for brand/product
  11. 11. Well suited on primary attribute test for brands/products
  12. 12. Brand / Product Equity</li></ul>Application<br />
  13. 13. 4<br />Step 1: Warm-up - Judge which side the statement is indicating (True/False, Positive/Negative)<br />Simple sentence categorization tests:<br />Practice 1: True / False<br />TRUE<br />FALSE<br />I’m taking survey.<br />I’m taking a test.<br />I’m running.<br />…<br />I’m shopping<br />Right Category<br />Right hand !<br />Left Category<br />Left hand !<br />Left<br />Practice 2: Positive / Negative<br />POSITIVE<br />NEGATIVE<br />I will consider it.<br />I DON’T want to buy it.<br />I WON’T consider it.<br />…<br />Right<br />I want to buy it<br />
  14. 14. 5<br />Step 2: Test Stimulus Exposure to Prime the Mind<br />Immediately activate subconsciousattitude and tendency in respondent’s mind:<br />I will consider it!<br />I want to buy it…<br />I want to have it!<br />SAMPLE PACKAGING PICTURE<br />
  15. 15. 6<br />Step 3: Measure Brain Categorization Response Time<br />Double categorization test:<br />Block 3: True & Positive combined<br />TRUE<br />POSITIVE<br />FALSE<br />NEGATIVE<br />I’m taking survey.<br />I want to buy it.<br />I WON’T consider it.<br />…<br />I’m shopping<br />Right Category<br />Right hand !<br />Left Category<br />Left hand !<br />Left<br />Block 5: True & Negative combined<br />TRUE<br />NEGATIVE<br />FALSE<br />POSITIVE<br />I’m shopping<br />I want to buy it.<br />I WON’T consider it.<br />…<br />Right<br />I’m taking survey<br />
  16. 16. Result: Distribution Of Different Attitudes<br />Percentage Of Respondents That Takes Different Attitudes<br />SAMPLE OUTPUT<br />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.<br />Do respondents with positive attitude( like purchase intent / overall liking ) in target groups surpass benchmark for brand / product / design / etc? <br />Does brand / product / design / etc perform better on primary attributes than your competitor? Where are key competitive strengths & weaknesses? <br />Weak association<br />Medium Negative Attitude<br />Stronger Negative Attitude<br />Medium Positive Attitude<br />Stronger Positive Attitude<br />7<br />
  17. 17. TMRC China:<br />Shanghai: <br />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 <br />Tel: +86-21-6218-3377Fax: +86-21-6271-1217 <br />Beijing: <br />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<br />TMRC Thailand:<br />2 Ploenchit Center, G Floor, Sukhumvit Road, KlongtoeyNua,Wattana, Bangkok 10110, Thailand<br />Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674<br />TMRC India:<br />123, 1st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, India<br />Tel: +91 124 4609906 Fax: +91 124 4609900<br />www.tmrcresearch.com<br />8<br />

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