Implicit Measurement Method
Measurement of Subconscious Attitudes
Methods for the measurement of subconscious attitudes and associations with a brand, advert or similar are known as “implicit”. In a matter of milliseconds, they measure whether and to what extent a stimulus (e.g. the name of your company/your brand) is associated with a particular quality (e.g. sustainable, reliable). This way you get insights into spontaneous, unconsidered processes that often dominate when it comes to perception of advertising and purchase decisions.
We also use implicit methods frequently in the area of brand image research.