Author: Aaron Reid
Founder & CEO, Sentient Decision Science, Inc.
Protecting the Science: Why Time Constrained Explicit Evaluations Can't Be Implicit Research
Similar to timed judgments of associations, time constrained explicit evaluations also fail to meet the key criteria of an implicit measure. The industry has recently been exposed to some good new time constrained explicit evaluation techniques.
Protecting the Science: Do Timed Judgments of Associations Count as Implicit Research?
I recently came across a technique that was described as modeling “neural networks” by measuring the strength of associations between attributes and brands through response latency techniques. It sounds fancy and has the sniff of scientific validity rising from the reference to neural networks and response latency, so I took a closer look.