Memory is best done through reaction time testing, which is a way of finding out how strong your unconscious association between two different things is. How quickly do people associate a brand with a word like “good” after being exposed to a stimulus. We do this through a proprietary testing method.
How the science works...
We record the participant’s answer (yes or no; e.g. McDonald’s is or is not Healthy) and measure the participant's’ reaction time in milliseconds. The reaction time tells us if it’s a strong (i.e. emotional) “yes” versus a weak (i.e. thoughtful) “yes”, for example; it tells us the strength of an association between two concepts like “McDonald’s” and “Healthy”.
To make sure we're not being misled by other factors, we also use baseline traits and brands, helping us spot differences related to the specific asset. We can then use this information to estimate the memory shift generated. We compare the reaction time results depending on the method (pre and post/exposed and unexposed).
The Implicit Test is a unique variant of a standard psychological testing tool, the use of which is well established and understood.