Sample Implicit Association Test Results
Implicit Association Test measures the certainty of the association that a person or group of people have with a concept or a brand. The response times of the participants to each question are taken.
In this case, the following conclusions can be drawn:
- Level of Certainty: 71% of the participants answered that Brand 1 was natural, and of these, 78% answered within the range of certainty. On the other hand, of the 29% who said that Brand 1 was not perceived as natural, 65% percent said it was within the certainty level.
- Strength of Certainty: The strength of certainty allows me to compare the strength of the concept between the different brands. Brand 1 in this case scored 70% stronger than the other brands .