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brandreact: implicit association

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A FEELING TURNS INTO A THOUGHT BUT HOW CAN YOU MEASURE FEELINGS WHEN YOU ARE ASKING PEOPLE TO THINK?

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Page 1: Brandreact: implicit association

A FEELING TURNS INTO A THOUGHT

BUT HOW CAN YOU MEASURE FEELINGS WHEN YOU ARE ASKING PEOPLE TO THINK?

Page 2: Brandreact: implicit association

the solution…….

Page 3: Brandreact: implicit association

BRANDREACT

Page 4: Brandreact: implicit association

Pre-conscious associations with brands

Fast brand associations are more important than slow ones

Yes!

More sensitive compared to other tools

IMPLICITBRAND MEASUREMENT

What?

Explain the idea?

Is it fun to do?

Does it pick up small differences?

Page 5: Brandreact: implicit association

MOUSE OVER TO PLAY VIDEO Along with explicit acceptance that an attribute fits to the brand, the time it takes to decide on the answer is captured.

The decision duration offers valuable insights about the strength of association between attribute and brand

i² BRANDREACT

Page 6: Brandreact: implicit association

If the adjective is matched to the brand quickly, it represents a strong emotional connection between property and brand.

If the adjective is matched to the brand slowly, it means a more cognitive demanding situation, where processing is required. Only after reflecting both terms for a while, can the attribute be assigned to the brand.

Page 7: Brandreact: implicit association

Pepsi Coca Cola IRN BRU

Cheerful

Happy

Exciting

Spontaneous

Young

Feminine

Strong

Powerful

Influential

Superior

Large

Masculine

Safe

Correct

Protection

Tidy

Quality

Stable

FAST, IMPLICIT INSIGHTSJO

YS

TR

EN

GT

HS

AFETY

Poor Average Good


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