Single Implicit Association Test (SIAT)

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:

Easily uncover deep, subconscious consumer associations.
Effortlessly combine analysis from multiple automated implicit methods.

Applications of quantilope's SIAT

What associations do consumers subconsciously associate with my product category?

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.

Does an advertisement activate the desired association?

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.

Additional Methods

Implicit Multiple Association Test (MAT)

Learn more

Maximum Difference Scaling (MaxDiff)

Learn more

Key Driver Analysis

Learn more