Implicit Priming Test

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What is Implicit Priming Test?

The IPT (Implicit Priming Test) is a subset of IRT approach (Implicit Reaction Time) that combines elements of the Semantic Priming Task and the Implicit Association Test. It allows you to capture and measure unconscious reactions of respondents to external stimuli.

Using IPT you can detect biases, stereotypes or preferences as well as to analyze whether particular ads influence a respondents' intention to buy the product.

The application of the Implicit Priming Test is the most effective when there is an assumption that respondents have biased attitudes to the tested object (product, company, person, etc.).

How does IPT work?

The results of IPT are based on the reaction time analysis. We unconsciously agree with something, we react very quickly, without thinking much. If something contradicts our perception of things, we need more time to react to the external stimuli. By comparing the reaction time with the combination of objects and their attributes, one can conclude which characteristic (beautiful, stylish, desirable, very expensive, useless, etc.) is associated more with Object A or Object B.

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Introduction to IPT

What is Implicit Priming Test?

Implicit Priming Test is a subset of IRT approach (Implicit Reaction Time) that combines elements of the Semantic Priming Task and the Implicit Association Test. This type of test helps to understand respondents’ real attitude to the tested objects by comparing the speed of response provision with the combination of objects and various statements or characteristics.

What is the difference between Implicit Priming Test and traditional IAT?
A traditional Implicit Association Test (IAT) is based on the complicated methodology which foresees that every respondent has to go through several pools of questions, including a number of training tests, which takes a lot of time and is pretty tiring. Furthermore, traditional IAT doesn’t allow you to simultaneously test several objects against key characteristics. That’s why we’ve created an Implicit Priming Test (IPT) - a combination of a reliable Implicit Association Test approach with the simple and effective idea of Semantic Priming Task.
IPT is easily adjustable, isn’t boring for respondents and allows you to segment the audience in the report according to their attitude towards the object 1 or the object 2. Depending on your needs, our Implicit Priming Test allows you to conduct 2 different types of research:
 • Attribute testing testing allows for the comparison of 2 objects against a number of characteristics (from 2 to 10).

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•  Objects comparing provides an opportunity to simultaneously compare up to 10 objects by 1-3 pairs of opposite characteristics.

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When to use Implicit Priming Test?

Use Implicit Priming Test in situations when there is a high risk of false information being provided or the intentional concealing of real thoughts and opinions by respondents. Implicit Priming Test is designed to detect biases or stereotypes as well as to analyze whether particular ads influence a respondents' intention to buy the product. The application of the Implicit Priming Test is the most effective when there is an assumption that respondents have biased attitudes to the tested object (product, company, person, etc.).

What can you test using Implicit Priming Test method?

It’s necessary to observe one important condition in order to achieve objective results: respondents should be familiar with the tested objects. All the tested objects should be under the same conditions: you cannot test well-known and unknown objects together.Implicit Priming Test allows you to test:
photos of politicians, names of political parties, celebrities, TV presenters, actors;
brands’ names, logos, symbols, color patterns;
products’ names, packaging;
even the international image of a country, etc.

Results & Reporting

What results Implicit Priming test gives you
People may say they like brand/person/subject (it's their explicit attitude) but it is possible they associate it with negativity without being actively aware of it. IPT allows you to find out such hidden attitudes towards many things: photos of politicians, celebrities, TV presenters, actors, brands’ names, logos, symbols, color patterns, products’ names, packaging, etc. Here is what you can get with help of IPT:
· find out hidden preferences
· confirmed or disproved stereotypes
· define the strength of associations between objects
· find out if attitude to the object is positive or negative
· define who or what is real "people choice"
Which data can be found in the report?
The more time (in milliseconds) respondents spend to choose the answer the less credible it is. Below is a list of data, which can be extracted from each test.
How is the reliability of results ensured?
We ask respondents to complete a simple training and based on its results provide or deny them access to the test. Furthermore, during the data analysis, we don’t consider very fast and very slow answers. Thus, the responses which are not taken into account cannot influence the outcome of the test.