In this glossary, the most important market research terms from this database and the textbooks are simply explained
Implicit Association Testing (IAT)
One well-known implicit measurement technique is the implicit association test (IAT), which measures reaction times to assess the strength of association between different concepts or categories. For example, the IAT can be used to measure consumers’ implicit attitudes toward specific brands or products. The Implicit Association Test is particularly well suited for leveraging social desirability effects.
Implicit measurement techniques are used in market research to gain a broader and deeper insight into consumer perceptions and preferences. They can help uncover unconscious preferences, associations, and behavior patterns that remain hidden through surveys. Examples of implicit measurement techniques include eye tracking, brain activity measurements, IAT (implicit association tests), and facial or voice coding.