An explicit guide to implicit testing

After attending this course, you will be able to carry out an implicit test of your company's brand or products. In addition to the course notes, we provide you with guides on how you can develop and adapt implicit tests.

The seminar is led by Dr. G. Tendayi Viki who has over 10 years experience in the field of user-centered research and design.

Duration

This is a one-day seminar.

Overview

Most customer and user research methods rely on people being able (and willing) to inform investigators of their real attitudes and feelings. The problem is that people are not always aware of their attitudes towards certain products and brands. Even if people know their attitudes towards a brand they may be unwilling to report it to researchers. To tackle this problem, researchers have begun developing ways that can tap into consumers' real attitudes and perceptions, and implicit measurement techniques have become the method of choice.

Implicit testing utilizes several techniques that can access unspoken attitudes and associations that people hold. People who take part in these tests are often engaged in interesting and fun tasks that are also highly informative about their views. The methods provide research teams with more meaningful and reliable data with which to make business decisions.

However, there are several different types of implicit tests, and this can make it difficult for beginners to choose a technique. Implicit testing is also very different from interviews or focus groups and it requires a well-trained test administrator.

This workshop provides a practical path through the various methods, helping you pick the right kind of test for your product, showing you how to plan and carry out an implicit test, and describing persuasive techniques for presenting the results to developers and managers. You will get hands-on experience administering and observing an implicit test and gain the kind of practical knowledge that you can’t get from reading a book.

Here's what people say about this course:

• “Very useful for my current research and my future career.”
• “A great seminar for professional researchers.”
• “Well prepared datasets to play with and very well presented by a brilliant teacher.”

This workshop is for you ...

... if you are involved in designing research studies and are already familiar with the basics of market research. This course will be particularly useful for people interested in brand imaging and product perception.

However, if you are not involved in market research, you can still benefit from this workshop because implicit testing can be used to examine a wide range of consumer issues as well as social and political issues. This workshop will also be valuable for managers and consultants who want to gain insight into research methods that they can commission for their projects.

By attending this course you will learn how to:

• Recruit the right test participants.
• Select appropriate stimuli for your test.
• Develop test tasks that are relevant to your customers and your business.
• Choose the right implicit test method for your product and brand.
• Adapt the standard implicit testing methodology for your own tests.
• Interpret and report the results of an implicit test.

Detailed lesson plan for this implicit testing seminar (PDF format, 184 kb).

Questions about the course?

Call us on 312-238-9490 or e-mail your question to info@blueprintusability.com