Book Implicit Testing: Scientific Evidence That Can Drive Marketing Success Lunch ‘n’ Learn
The rise of behavioral science has highlighted the importance of getting at and leveraging implicit drivers and barriers to human behavior and decision-making. However, there are many terms and tasks that may be unfamiliar and hard to navigate without a psychology background. This lunch and learn provides you with a crash course in implicit measures. We first differentiate between true implicit measures versus speeded responses and when to use each. Then, we explore several Reaction Time (RT) based implicit measures and the business challenges they are best suited to answer. The case studies we use highlight how these measures can provide a unique level of implicit insight that is hard to come by with traditional methods.