Subconsciously activated associations respond faster to a lexical test Compare the response times of different attributes, it would indicate which attributes are more strongly associated with the test stimulus.
TMRC RLT Brief Intro
Response Latency Test – RLT Determine subconscious Strength of Association – make sure your product design and features, brand, brand-name and communication cues evoke strategically desired associations!
<ul><li>Gaining quantitative measure on consumers’ subconscious associations (brand, packaging, name, taste, etc) </li></ul><ul><li>IMPLICIT, RELIABLE method </li></ul><ul><li>More intuitive and natural judge rather than conscious feedback in testing the association elements that are activated in the mind of the consumer. </li></ul><ul><li>Brand Name Test </li></ul><ul><li>Pack test & Physical Design </li></ul><ul><li>Concept Test </li></ul>
RLT Sensory Testing Priming the Mind with different sensory cues, we can effectively define which emotional association elements (attributes) are activated by such sensory cues SMELL TASTE Visual Cues TOUCH SOUND
Step 1: Prime the Mind with test Stimuli Stimulus always and immediately activates certain subconscious associations in respondent’s mind: Example: Pack Design Healthy Delicious Impress male colleagues RLT
Simple Word/Non-word recognition test: Step 2: We measure Brain’s time to recognize word type – recognition time is heavily impacted by subconsciously activated association! Familiar Aiiiion “ WORD” Push ‘I’ “ NON-WORD” Push ‘E’ RLT E I
The FASTER the response, the STRONGER the association! Result: Captured Strength of Association (SOA) Impress male colleagues 822ms* Delicious 645ms* healthy 787ms* … . *ms: millisecond SOA SAMPLE OUTPUT RLT Are the captured strong association elements in line with your intended brand image? Do your strategic communication elements match the actual associations of consumers with your brand / product / design / features / etc?
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