reaction-time testing
Implicit association testing

Measuring what people don't say.

An implicit association test measures how quickly you sort things into categories when those categories share a key. If two ideas are already linked in your head, pairing them is easy and you are fast. If they aren't, you hesitate — by somewhere between forty and two hundred milliseconds. That gap is the measurement.

This runs the real thing: the seven-block design from Greenwald, Nosek and Banaji (2003), scored with their improved D algorithm, with the data-quality exclusions applied, a bootstrap interval around the estimate, and a written summary that is never allowed to see a raw latency — from a language model when one is configured, and from a deterministic rules engine when it is not.

1 · Choose a study

Advanced — custom brands and a fixed seed

The seed decides the trial order and both counterbalancing factors. Two sessions with the same seed present exactly the same stimuli in exactly the same order — which is what makes a session re-analysable rather than merely repeatable.

2 · Before you start

You will see brand names and descriptive words one at a time. Press E for the category shown on the left and I for the one on the right. Go as fast as you can while staying accurate — a wrong key shows a red ✗ and you must correct it before the next trial.

Use a physical keyboard, sit somewhere without interruptions, and keep this tab in the foreground. The task detects and reports it if you switch away.

The worked example runs a synthetic respondent through the same pipeline so you can see the full report without doing 190 trials. It is labelled as simulated everywhere it appears.

Cohort analysis Analysing a panel? Open the Studio → Ingest a batch of hundreds of respondents, apply the exclusion rules, compare segments and export a client-ready workbook and deck.

What this deployment is doing

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