Based on neuroscience research, the Single Implicit Association Test (SIAT) is an implicit research method used to uncover subconscious associations towards a category, brand, or product. A SIAT measures which items (e.g. qualities, traits, emotional goals) consumers associate with a single brand, category, or concept.
Benefits of quantilope's SIAT:
Among the tested alcohol types, cognac is the only category to over-index on 'status' while consumers connect Vodka with 'trust', 'reason', 'curiosity' and 'joy'. Tequila is most highly associated with 'freedom', while rum fails to have strong associations towards any of the category motivations.
Advertisement 2 activates the highest response to all of the associations with the strongest links to 'reliability', 'enjoyment', 'adventure', and 'excitement'. Advertisement 3 performs the poorest among the group with a low IAS % (Implicit Association Strength in %) across all attributes.