Tagged : Prejudice

Implicit testing

February 24th, 2011 by

Just off to a meeting about using the original IAT implicit test approach for a client. It’s a great test for uncovering entrenched or hard to acknowledge attitudes, but limited to one issue and one set of values at a time – not ideal for brand tracking.
This time round it makes perfect sense for tracking changes in attitudes we would prefer not to acknowledge. More on this soon if it goes ahead – meanwhile you can see the original work at https://implicit.harvard.edu/implicit/