In the 1970’s psychologists began developing computer-based tests that measure unconscious cognition. One such test, that has since received a lot of attention, is:
Implicit Association Test (IAT)
which was used to measure social cognition or implicit intergroup attitudes, then was quickly developed to assess implicit stereotypes and self-concept.
IAT has been predominantly used by psychologists, neuroscientists and behavioral scientists to evaluate implicit perception, attitudes, emotions that people may be unwilling or unable to report and predict people’s decisions and behavior within a given context.
At Buyer Brain we’ve adapted this tool
To accommodate the scope of our research while still applying the valid IAT methodology that researchers have used, whether we measured friction at the level of processes or touchpoints throughout the customer journey (cognitive level and emotional impact), the relevance or importance of certain types of loyalty programs, credibility or trustworthiness that certain brands or companies inspire to their customers, or to understand the extent to which certain professional attributes characterize employees.
In some of our studies, we’ve also introduced a declarative counterpart – a traditional survey – with which we would measure the same variables and concepts as with IAT, with the purpose of comparing results and filling in the gaps. What we’ve found is that the two tools are best used together because they complement each other’s insights.