Implicit testing
Methods that measure reactions people cannot or will not report directly, such as response-time association tests.
Implicit methods try to get under stated opinion. How fast someone links a brand with an attribute, where their eyes go on a pack. They are useful for brand and creative work, where stated answers tend to be polite rather than true.
Several automated quant platforms now include implicit modules, which puts them within reach of in-house teams.
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Part of the insights engineer definition hub.