Tagged : Awards

Which implicit test is best?

December 13th, 2013 by

At COG we have been working with implicit testing for 8 years now, in collaboration with the developers of the original IAT test at Harvard, adapting that for commercial use, building a simpler IRT test to measure multiple brand values, and adapting that to measure social attitudes. We are lucky to have had clients who have supported us in testing and developing these alternative approaches and thought it useful to share a few early findings:

IF you want to get at deep seated social attitudes and prejudices then the original IAT test is still best. It is technically robust and can prove negative or positive associations in a way that convinces almost everyone. That will be why Adam and Eve DDB and ourselves picked up an APG Strategy Award last month for the work we did on facial disfigurement for Changing Faces.

IF you want a more user friendly way of measuring social attitudes and feelings then the Social IRT test is best – this uses speed of response to identify which issues we feel strongly about (either positively or negatively) and is quicker and more user friendly than the classic Likert scale approach. We used this recently with The Guardian on their acclaimed Concerns and Contentment work.

IF you want to track brand attitudes and the effect that digital communication, sponsorship or good old fashioned ads are having – then the IRT is great. In a 2 minute test you can measure your brand and 3 or 4 competitors on 15 benchmark values to produce a sensitive map of how you are doing.

IF you want to measure other things than brands, then the IRT can still help – we have recently used it to monitor attitudes to sufferers of different health conditions.

There is a lot of interest in Implicit Testing at the moment – because it is measuring the part of our mind that is influencing most of our behaviour and purchase decisions. We can only expect implicit tests to become more popular in future – but one thing we have learnt is that they need real design care to get the algorithms right. Just because they look simple doesn’t mean they are easy to build. But if they are well built they give wonderfully clear and intuitively believable results that don’t need a PhD to interpret.


Winning awards for clients

November 19th, 2012 by
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Neil, Tijen and Rob collecting the Grand Prix

Just back from Media Research Group conference and awards dinner in Monte Carlo. it was great fun, really good content and the icing on the cake was our client, Thinkbox, picking up 3 awards – for Media Research Initiative, Trade Body Research and (appropriately for famous F1 setting) the Grand Prix. This was all down to the Screen Life work that COG had done for them and we are so chuffed to be a part of it.


COG Digital Ethnography up for an award

October 5th, 2011 by

COG at MRS

Join us at the Awards Dinner!

The finalists for this year’s MRS awards have just been announced and we are happy that our paper about the work we did for Haymarket on New Car Buying is a finalist in the New Consumer Insights category. The paper has had quite a lot of exposure already in the motor industry, with many people reacting ‘that is what I always suspected, but never had the evidence for before’ and some real revelations about how advertising actually works in new car buying, how the test drive can be made to work harder, and the opportunities for digital. We hope to be publishing a version of the paper on the website soon. Hope to see some of you at the awards dinner on December 12th.
http://www.researchawards2011.com/home