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COG RESEARCH

IRT (Implicit) Testing

Ensuring that your brand is well positioned for growth requires two things; brand awareness and the right values that consumers associate with your brand at a subconscious level. COG's took the IAT developed at Harvard and created the IRT to measure consumers' subconscious attitudes towards brands and comms. IRT Testing allows you to:

 

  • To evaluate changes in brand perception pre and post-exposure to communications.

  • Understand a brand's DNA in the context of brand extensions.

  • Evaluate brand perceptions in a competitive context to determine relative brand strengths and weaknesses.

  • Refine your brand's strategic focus.