Psychological science puts a wide range of reaction-time based measures at our fingertips. The most suitable approach depends mostly upon the research question, the type of product and type of association.

Our methods include the Traditional Implicit Association Test, the Single-Target Association Test, the Go-No-Go Association Task, the Brief Implicit Association Test, the Evaluative Priming Task, the Affective Misattribution Procedure and in some rare cases the Sorting Paired Features Task.

When testing major brand decisions – such as a packaging or logo redesign – we recommend a multi-method approach consisting of an association task, a priming task and some explicit measures to further validate the outcomes.