Value Measurement vs. IRT/IAT

Implicit reaction time tests measure how quickly people associate concepts, on the premise that response latency reveals attitudes they wouldn't report. The method is contested: its predictive validity for actual behavior has been challenged at length, and when six measurement methods were benchmarked against real market outcomes, implicit measures added nothing beyond a standard survey. It is also still a task — someone sits down and takes a test, before or after the experience, never during it.

WHAT IS IMPLICIT REACTION TIME (IRT)?

This methodology is founded on the concept that as two things become more strongly associated in the brain (sometimes unconsciously), the neural connection between them strengthens and the connections become insulated by the build up of myelin sheath, which speeds up the rate at which associated signals are sent.

Essentially, when two things are strongly associated, we are faster to respond when they are shown together. Companies who employ implicit testing generally want to understand the extent to which consumers associate their brand or product with particular attributes or concepts.

During the test, consumers are generally presented with a brand logo or a picture of a product in conjunction with a word or brief phrase that could be used to describe it. Consumers then choose the extent to which they agree the attribute or phrase represents the brand or product, with faster responses signifying a stronger brain-based association.

What is IRT/IAT genuinely good at?

IRT / IAT may be helpful to understand unconscious perceptions consumers have about your brand as well as the larger context in the marketplace.

IRT / IAT does not measure neural activity and is therefore not actual neuroscience, but it is a relatively affordable research option for marketers.

IRT / IAT is non-invasive and measurements can be done in the participants' homes.

Where does IRT/IAT fall short?

IRT / IAT is not valid as a predictor of behavior.

IRT / IAT does not measure neural activity.

IRT / IAT is not optimized to predict the value the brain assigned to experience, thus is not ideal for neuromarketing.

IRT / IAT requires a comparison point (e.g., a competitive brand, an alternative product mockup, a neutral concept) to provide insights and selecting the wrong comparison point can mean you miss out on essential information.

While IRT / IAT tells you about existing perceptions, the data only highlights broad strengths or weaknesses compared to alternate options. Results do not provide clear next steps for optimization or to ensure consumers will engage in desired future behavior.

IRT / IAT is subject to conscious perceptions, meaning it poorly captures unconscious responses such as racial or gender bias.

IRT / IAT demands time and specific design logistics to reduce noise related to individual differences in cognitive processing (e.g., avoiding complex words or long statements).

It never touches the experience itself. An implicit test is administered before or after, in a separate sitting. It can tell you what associations someone carries; it cannot tell you which moment of your event created them.

How Value Measurement is Different

Value Measurement is not based on the speed with which respondents' brains (and fingers for that matter) respond to a stimuli, does not require extensive additional measurements to resolve for human error in the measurements, and does not require a 3rd party vendor to conduct the research.

Value Measurement provides an in-the-moment measure of real-time value people are getting from an experience, as it unfolds. It's easy to deploy anywhere, anytime. And it predicts what your audience will remember and do with over 85% accuracy.

Nerdy science fact to drop in your next meeting

Implicit reactions are defined as those that happen before 500-600 milliseconds. Explicit, less associated, reactions are those that take longer than 600 milliseconds.

(Yes, that is very fast. No, that is not faster than your computer.)

Is IRT a Value Measurement?

No. Implicit tests measure associations someone already holds, sampled at one moment in a separate task. Value Measurement measures the brain's response to your experience while it is happening, second by second. One is a survey of memory; the other is a recording of the event.

Core Value Measurement Features

IRT

Value

NEUROLOGIC

OUTCOME-BASED

IN THE MOMENT

EVERYWHERE

COMPARABLE

MULTIDIMENSIONAL

Other Factors

IRT

Value

NO OBSERVATION EFFECT

NO CUSTOM HARDWARE

SCALABLE

NO SPECIAL TRAINING REQUIRED

Feels like magic, because it is good science

Using everyday wearable devices, we can infer the simultaneous release of oxytocin and dopamine throughout the day.

Real-time measure

World anywhere with the devices people already wear.

Proven in science

25 years of peer-reviewed science back up our confidence

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Join the Value Measurement Movement

What are you waiting for? Value Measurement lets you identify what people authentically care about and will act on, moment-by-moment, removing all bias from the equation. Download our Value Measurement Manifesto and join the movement today!

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