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COG RESEARCH

Case Histories

IRT Testing

The challenge was to identify whether there was an alternative to a well-established logo for a worldwide hotel chain.

Implicit IRT Testing allowed us to measure unconscious choices and value associations to compensate for familiarity based preferences of the existing logo.

Results: Although the existing logo was most popular due to familiarity, one of the new logos did a better job of communicating the key values the brand wanted to communicate.