Concepts, Brands and Traits
The Implicit system is structured as follows.
- Each user has many Projects.
- Each Project has many Concepts.
- A Concept can be a Brand, or a reference concept.
- Concepts are represented by one or more Traits.
- Each Trait is an image, or a word.
The Implicit test is structured from many Trials. Each Trial is a test for association time between two Traits. These Traits belong to various Concepts.
Often, we perform the same Implicit test more than once on a single participant to measure changes in association caused by a Stim. Each unique occurrence of a test is called a Segment.
To compare association between traits being tested with a reference level of association, we add “Baseline” trait-pairs (Trials) in between the Trials we are evaluating. We can then compare association on baseline Trials with the association in experimental Trials.