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.