Implicit – Trials (Trait-Pairs)
What is a Trial?
Trials are pairs of Traits that will be presented to participants. Participants are asked whether TRAIT1 = TRAIT2. The answer (yes or no) and the average time required to produce the answer reveals the degree of association between the traits.
Often you will want to pick a Trait representing your Brand concept and a Trait representing a quality that might be associated with the brand (e.g. McDonalds-Expensive). A pair of traits being tested is called a Trial.
Both the Brand and Trait can be either an image or a word. You can define up to 15 Trials.
Figure 2: “Select Trait” – select a Brand-Trait pair
Figure 3: Click “Add Trial”
Figure 4: Find your pair “Trials”. You can define up to 15 pair Trials.
Structure of the Test
While you define your own Trials, the participant will see some more Trials in the test itself – these additional Trials are part of establishing a baseline and include a selection of pre-chosen Brands (e.g., Nike = Active; Mercedes-Benz = Luxury; Red Bull = Energetic; etc.). Your Trials and the baseline Trials are arranged to give a test structure as illustrated in Figure 5.
For example, if you define three of your own Trials, there will be nine Trials in total, comprising three Chunks. Each Chunk has three Trials. The order in each Chunk is always: 1) a randomly pulled pre-existing Trial; 2) a randomly pulled Trial from the ones you have defined; and 3) another randomly pulled pre-existing Trial.
Your Trials will appear in a random order to remove any ordering bias. There are also three “practice” Trials at the start, to get participants used to the system before they complete any important questions. We don’t measure response times for these.
We use this structure..
- as distractors so participants do not get “used” to the brand(s) you have defined;
- to measure a baseline response time for Trials involving some popular brands, against which we can compare the response time for your Trials.