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