One of the key features of IMPULSE is its ability to capture non-conscious associations and reactions. The implicit test is overlaid onto a video or audio track. The respondent’s attention gets captured by key moments in the video, and evokes associations at a subconscious level. This way, the video will speed up or delay the responses in the implicit test. Such faster and slower responses allow us to infer how the respondent felt at each moment when they viewed the content. The test provides an alternative approach to measuring an audience’s emotional response to an audio-visual.

Overall, IMPULSE is a new tool that provides a moment-to-moment analysis of emotional reactions to audio-visual content. By leveraging this tool, researchers can gain a deep understanding of how their target audience perceives and responds to different forms of media content. This information can then be used to inform marketing strategies, improve content development, and increase engagement with target audiences.