Implicit Response Test
IMPRESS
Implicit market research platform for creating implicit reaction time tests (aka implicit response tests, and implicit association tests)
IMPRESS
The IMPRESS research platform is used to create implicit response tests. The test is based on affective priming, where brand stimuli and potential brand associations are flashed on the screen. The way that a respondent reacts to these stimuli, and the speed with which they do his, is used to detect how they feel about the stimulus.We can measure for example, whether Coca-Cola is associated with “trendy” for example, or any other brand attribute. We can measure whether a product claim is perceived positively, or whether ad advert drives intention to purchase. There are many other applications but in each, we find an association with some feeling or attitude or intention and a brand or product asset (e.g., the name of the product, the logo, product concepts, assets on the packaging, adverts, product claims and so on). It’s important to note that stimuli are flashed on the screen and they require a fast response in order to test immediate, gut reactions and intuitions.
There is evidence to suggest that cognitive processing can occur very rapidly, and without conscious awareness. For instance, the brain can process visual information in as little as 13 milliseconds (Potter, Wyble, Hagman & McCourt, 2014). In another study, participants were able to make accurate judgments about whether a face was trustworthy or untrustworthy in just 100 milliseconds (Porter, England, Juodis, et al, 2008).
IMPRESS is not limited to market research and can be used for voting preferences, social attitudes, personal biases, and other types of research. The implicit tests are not only designed to capture responses to stimuli such as, brands, packaging, product claims, and advertising evaluation, they can use photos, cartoons, words, and phrases related to attitudes that people can have towards other people, concepts, and just about anything!
The Split Second team built this platform with rapid development in mind. The idea was to make an implicit response survey that is user-friendly and accessible for anyone to get started with implicit testing. It is possible to create an implicit reaction time test without knowing about the details of the science behind them. So whether starting from scratch, from a template, or duplicating an existing project, you can dip into the world of implicit.
IMPRESS helps a research team to gain a deeper understanding of their target audience’s implicit attitudes and responses. The result should be more effective marketing strategies and better business outcomes.
The results can be downloaded as a CSV file and with Split Second’s charting plugin for Excel, you can create charts instantly for one set of results or for multiple CSV files. Currently, the IMPRESS platform is exclusively available for Do-It-Together projects. However, Split Second Research is working on making it available as an SaaS DIY platform in the near future. If you are interested in using the platform, you can contact Split Second Research for more information.
Split Second Research is renowned for offering high-quality results at record speed. The company provides Implicit Response Testing (IRT) as a module or full-service using multiple platforms such as EXPRESS, FAST, FLUENT, IMPACT, IMPRINT, IMPULSE and more, depending on your research objective. Split Second Research’s survey process is the fastest in the industry, and respondents consistently give positive feedback through online panels such as Lucid, CINT, Dynata, Prodege, and Pure Spectrum for its B2C surveys, finding them enjoyable, innovative, and unique.
References
Porter, S., England, L., Juodis, M., Ten Brinke, L., & Wilson, K. (2008). Is the face a window to the soul? Investigation of the accuracy of intuitive judgments of the trustworthiness of human faces. Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement, 40(3), 171. https://psycnet.apa.org/doi/10.1037/a0031050
Potter, M. C., Wyble, B., Hagmann, C. E., & McCourt, E. S. (2014). Detecting meaning in RSVP at 13 ms per picture. Attention, Perception, & Psychophysics, 76, 270-279. https://doi.org/10.3758/s13414-013-0605-z
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