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Measures unconscious and intuitive brand associations
Perfect for Brand Tracking over time
Based on Scientific Implicit Association Test (IAT)
The more strongly two associations are connected in our brain (e.g. 'Coca Cola' and 'Happiness'), the faster we can process them simultaneously. This is due to the simple principle 'What fires together, wires together': neurons that fire together repeatedly become connected.
The IAT is a proven method to quantify association strength based on reaction speed, in which this principle of mental processing speed forms the core of the method.
The at Harvard developed Implicit Association Test (IAT) is a method which can reliably and validly measure an unconscious association. The method measures the association between two concepts (for example, 'Coca Cola' and 'Happiness') by the speed at which the brain can process both concepts simultaneously. The more strongly something is associated in the brain, the faster we can process these things simultaneously. The IAT measures this processing speed.
The IAT contains a standardized set of simple categorization tasks. The respondent is shown different words and/or images one by one. Each stimulus must be categorized by pressing a button. The categorization rules change per round, so that their influence on reaction speed can be measured.
We process the IAT response time data into clear total scores per association. An association score can range from -100 (very negative association) to 0 (neutral) to +100 (very positive association). The scores on the target associations are plotted in a radar graph, so that you can see at a glance how your brand is doing. It is of course also possible to conduct the research on competing brands too.
Unravel conducts neuro brand image research using a proven approach so that you benefit from a fast timeline. This enables us to offer unparalleled project lead times of 10 working days.
In the first week, the associations and target group criteria to be measured are determined in consultation with the client. Unravel advises on the most meaningful associations for each image issue.
During the fieldwork days, the respondents complete the IAT online. It is possible to include the IAT in a larger survey of other brand-related variables.
Day 8-10: Data analysis and reporting The raw response time data is cleaned, individually normalized and then transformed into brand image performance scores. Unravel plays an active role in the interpretation of scores: what are the implications for marketing?
"The neuro research was super valuable to us. With our new campaign we have consciously opted for neuro research. That way we don't get socially desirable answers, but real insights."
Below you will find output examples of Brand Image Research based on the Implicit Association Test (IAT).
The Implicit Association Test (IAT) approach requires 4 minutes per measured association. So for this method it makes sense to keep the number of associations small with a focus on the most essential associations.
For more explorative image studies with larger numbers of associations, we have a variant called the Intuitive Response Test. This method also uses reaction speed to measure associations, but has been simplified so that larger numbers of associations (tens) can be measured in a single test.