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Automated Multiple Implicit Association Test (MIAT)

Based on neuroscience research, the Multi Implicit Association Test (MIAT) is an implicit research method used to uncover subconscious associations toward multiple brands or products. An MIAT measures which brand or product consumers associate most strongly with certain items (e.g. qualities, traits, emotional goals).

quantilope's MIAT is fully automated, allowing users to drag and drop the method into their survey, add customizations, and watch results populate in real-time. 

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Benefits of quantilope's automated MIAT: 

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Complements explicit findings with unconscious consumer association

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Clearly shows differentiations among competitors

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Guides the development of relevant, differentiated marketing campaigns

Applications of quantilope's automated MIAT 

How is my brand positioned against competitive brands in the category?

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Among the different vodka brands, Belvedere over indexes on 'status' but falls below the category average on 'curiosity', 'trust', and 'reason'. Tito's out performs both the category average and the other vodka brands in its association to 'freedom' while Svedka has the highest associations to 'trust' and 'reason'.

Is the profile of a brand distinct?

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Grey Goose attracts many implicit associations however the brand is not very distinct compared to its competitors.

“Leveraging an automated implicit method provides an easy way to tap into your consumers‘ subconscious and uncover what they‘re really thinking - providing new perspectives in a project that you wouldn’t be able to uncover with simple U&A questions alone.”

-Tripp Hughes, Senior Director of Consumer Strategy

OrganicValley

 

Additional automated advanced methods

Request an automated MIAT demo