Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME
TMRC IAT Brief Intro
1. Implicit Association Test – IAT Determine real purchase intent to understand how consumers’ subconscious preference to reliably predict consumer behavior! Disclose consumers’ implicit attitudes and preferences of your brand in a competitive context, remedy critical weaknesses and exploit competitive strengths!
2.
3. Traditional measures of attitude and preference rely on conscious beliefs influenced by external factors.
4. Implicit association measures do not require introspection on the part of subject and reveal information subconsciously.feel / react think stimulus [ implicit ] [ explicit ]
13. 4 Step 1: Warm-up - Judge which side the statement is indicating (True/False, Positive/Negative) Simple sentence categorization tests: Practice 1: True / False TRUE FALSE I’m taking survey. I’m taking a test. I’m running. … I’m shopping Right Category Right hand ! Left Category Left hand ! Left Practice 2: Positive / Negative POSITIVE NEGATIVE I will consider it. I DON’T want to buy it. I WON’T consider it. … Right I want to buy it
14. 5 Step 2: Test Stimulus Exposure to Prime the Mind Immediately activate subconsciousattitude and tendency in respondent’s mind: I will consider it! I want to buy it… I want to have it! SAMPLE PACKAGING PICTURE
15. 6 Step 3: Measure Brain Categorization Response Time Double categorization test: Block 3: True & Positive combined TRUE POSITIVE FALSE NEGATIVE I’m taking survey. I want to buy it. I WON’T consider it. … I’m shopping Right Category Right hand ! Left Category Left hand ! Left Block 5: True & Negative combined TRUE NEGATIVE FALSE POSITIVE I’m shopping I want to buy it. I WON’T consider it. … Right I’m taking survey
16. Result: Distribution Of Different Attitudes Percentage Of Respondents That Takes Different Attitudes SAMPLE OUTPUT Those who have purchase intent are expected to have positive D values while respondents with non-purchase intent are expected to have negative D values. Do respondents with positive attitude( like purchase intent / overall liking ) in target groups surpass benchmark for brand / product / design / etc? Does brand / product / design / etc perform better on primary attributes than your competitor? Where are key competitive strengths & weaknesses? Weak association Medium Negative Attitude Stronger Negative Attitude Medium Positive Attitude Stronger Positive Attitude 7
17. TMRC China: Shanghai: Floors 2-3, Bldg. B, No 1000, Chang Ping Road, Shanghai 200042, China上海市昌平路 1000 号 B 座 2-3 楼 Tel: +86-21-6218-3377Fax: +86-21-6271-1217 Beijing: Studio 210, 3 Guang Qu Rd, Image Base Art Studios, Beijing, China 北京市朝阳区广渠路3号竞园艺术家工作室新20-210 室 TMRC Thailand: 2 Ploenchit Center, G Floor, Sukhumvit Road, KlongtoeyNua,Wattana, Bangkok 10110, Thailand Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674 TMRC India: 123, 1st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, India Tel: +91 124 4609906 Fax: +91 124 4609900 www.tmrcresearch.com 8