Core benefits of Implicit Testing
Strengthen product and concept testing
Complement existing research methods by measuring how strongly consumers associate new products and concepts with the attributes that matter.
Optimise brand image and positioning
Measure the strength of associations with your brand compared to your competitors.
Measure association strength across attributes
Identify which attributes consumers most strongly associate with your brand to develop more compelling offerings.
Reduce social desirability bias
Minimise the risk of respondents giving "acceptable" answers instead of their true opinions.
How reaction time measures the strength of an association
Reaction time tests are highly adaptable, with formats tailored to your specific research goals. In a typical study, respondents are shown a brand logo or product visual paired with key attributes, such as premium, trustworthy, or outdated, and asked to respond as quickly as possible.
The core of the method is reaction time. Faster, more consistent responses signal a stronger association between your brand and the attribute being tested. Slower or mixed responses signal a weaker or contested one.
Identify the brand associations that actually stick
Not all associations are equal. Reaction time testing measures the strength of each one, separating the attributes consumers genuinely link to your brand from those easily claimed by a competitor. This clarity helps you decide where to invest, what to protect, and which positioning claims your brand can truly sustain.
A custom, full-service implicit testing solution
Raw reaction time data only delivers value when it's translated into a clear narrative for your stakeholders. Conjointly handles the entire analytical process, transforming complex reaction time data into a story your team can use.
Whether you need a full presentation or a concise summary, we deliver the clarity your brand strategy demands.
Map your brand against the competitive landscape
Visualise exactly how your brand sits alongside competitors across positive and negative associations. By identifying which brands cluster together in consumer responses, you can see your true competition, regardless of price point or category. This clarity helps you sharpen your creative briefs, defend your pricing, and choose the positioning worth fighting for.
Test what you need, however you need to test it
Reaction time testing works across brand positioning, advertising pre-testing, pack and concept research, and category-level association mapping. The stimulus type, the attributes, and the competitive set are all built around your specific questions.
Conjointly's research specialists work with you the entire process, from designing the study to fielding the sample, and delivering analysis you can take directly into a brand or product decision.
Source the exact sample you need swiftly and reliably
Consumer surveys often require a sample of hundreds of consumers from your product category, including current users and potential buyers. With access to millions of survey participants from around the globe, Conjointly provides high-quality sampling options to match your specific needs.
Conjointly has achieved ISO 20252:2019 certification for its sampling services (Annex A), confirming that both fully-managed Predefined panels and automated Self-serve sample meet international standards for market research quality.
Trust expert researchers at Conjointly to deliver advanced product and pricing research
From experimental design and setup, data collection, analysis and presentation, Conjointly's experts are here to help.
