iReact Vision One

Implicit Reaction Time Testing (iREACT)

System One Thinking and Implicit Reaction Time

Vision One’s neuro-insight tools include Implicit Reaction Time testing (iREACT) – a useful technique to understand the unconscious mind derived from the Implicit Association Test (IAT).

Many of our thoughts, ideas and beliefs are often formed when we are not consciously aware of their impact or times when we are not prepared to admit their impact on us. This is where neuroscience and our neuromarketing research techniques come to the fore – and in particular Implicit Reaction Time testing which gave rise to Vision One’s iREACT.

Based on Daniel Kahneman’s system 1 thinking, Implicit Reaction Time testing measures the differences in reaction time as an indication of strength of association. Research shows a strong relationship between the speed of response and how closely or strongly associated a concept is with an item—such as a brand, advertising or idea.

At Vision One, we use iREACT to provide measurement of unconscious Commitment and Confidence of responses to range of stimuli and questions. Ultimately, if consumers truly associate key attributes to your communications or brand (i.e. fast response), or if they are simply playing “lip service” to it (i.e slower response).

The Advantages of iREACT

  • It captures subconscious responses online (or on a mobile device)
  • It does not require any complex equipment (e.g. electrode caps, MRI scanners)
  • It can be turned around quickly
  • It is highly scalable (via online methodologies)
  • It is cost effective

Implicit reaction time testing can be incorporated into a rage of research methods, such as; Face to Face interviewing, Hall tests or embedded into any online surveys without any additional equipment or hardware. Further reading we would suggest this Blog by Gemma Calvert.

Please contact Jas Gidda or use the contact button below for more information on our Eyetracking and Visual Attention Analysis services, or call us on 0151 945 0150.