VALUE MEASUREMENT VS. IRT/IAT
Implicit Reaction Time (IRT), also known as Implicit Association Testing (IAT), is a behavioral measurement related to the rate of neural activation between two concepts in the brain.
WHAT IS IMPLICIT REACTION TIME (IRT)?
This methodology is founded on the concept that as two things become more strongly associated in the brain (sometimes unconsciously), the neural connection between them strengthens and the connections become insulated by the build up of myelin sheath, which speeds up the rate at which associated signals are sent.
Essentially, when two things are strongly associated, we are faster to respond when they are shown together. Companies who employ implicit testing generally want to understand the extent to which consumers associate their brand or product with particular attributes or concepts.
During the test, consumers are generally presented with a brand logo or a picture of a product in conjunction with a word or brief phrase that could be used to describe it. Consumers then choose the extent to which they agree the attribute or phrase represents the brand or product, with faster responses signifying a stronger brain-based association.
THE BENEFIT
IRT / IAT may be helpful to understand unconscious perceptions consumers have about your brand as well as the larger context in the marketplace.
IRT / IAT does not measure neural activity and is therefore not actual neuroscience, but it is a relatively affordable research option for marketers.
IRT / IAT is non-invasive and measurements can be done in the participants' homes.
THE DRAWBACK
IRT / IAT is not valid as a predictor of behavior.
IRT / IAT does not measure neural activity.
IRT / IAT is not optimized to predict the value the brain assigned to experience, thus is not ideal for neuromarketing.
IRT / IAT requires a comparison point (e.g., a competitive brand, an alternative product mockup, a neutral concept) to provide insights and selecting the wrong comparison point can mean you miss out on essential information.
While IRT / IAT tells you about existing perceptions, the data only highlights broad strengths or weaknesses compared to alternate options. Results do not provide clear next steps for optimization or to ensure consumers will engage in desired future behavior.
IRT / IAT is subject to conscious perceptions, meaning it poorly captures unconscious responses such as racial or gender bias.
IRT / IAT demands time and specific design logistics to reduce noise related to individual differences in cognitive processing (e.g., avoiding complex words or long statements).
NERDY SCIENCE FACT TO DROP IN YOUR NEXT MEETING:
Implicit reactions are defined as those that happen before 500-600 milliseconds. Explicit, less associated, reactions are those that take longer than 600 milliseconds.
(Yes, that is very fast. No, that is not faster than your computer.)
HOW VALUE MEASUREMENT IS DIFFERENT
Value Measurement is not based on the speed with which respondents' brains (and fingers for that matter) respond to a stimuli, does not require extensive additional measurements to resolve for human error in the measurements, and does not require a 3rd party vendor to conduct the research.
Value Measurement provides an in-the-moment measure of real-time value people are getting from an experience, as it unfolds. It's easy to deploy anywhere, anytime. And it predicts what your audience will remember and do with over 85% accuracy.
IS IT A VALUE MEASUREMENT?
FEELS LIKE IT'S PURE MAGIC BECAUSE IT'S GOOD SCIENCE
Your brain tells a story. Your smart watch is ready to listen. After more than 20 years of published, peer-reviewed research, we’re connecting the two. Now, using everyday wearable devices to capture activity within the body, we can measure the brain's value throughout the day.
Don't take our word for it. Download the full scientific and academic background.