Implicit association testing measures the impact of the non-conscious perceptions and emotions towards brands, packages, advertising and concepts.

Implicit association measures were originally developed for stereotype research. Researching biases that people hold against other groups of people faced a classic “can’t say/won’t say” issue: people were loath to admit, or more often, weren’t even aware that they held biases. To address this, social psychologists developed measurement techniques that were not direct, deliberate, controllable self-assessments.
Sentient has invested over a decade of applied scientific research to develop Sentient Prime, a leading-edge implicit association technology to empower researchers to tap the consumer subconscious.
Sentient Prime® is a true implicit research platform, with over 100 million subconscious associations measured on thousands of brands, products, packages and advertisement across the globe. To learn about what qualifies as a true implicit technique, why it matters, and how it can benefit your business, read our publication Is it Implicit? Uncover more about the capabilities of our implicit association platform or create an implicit study in minutes.

Facial Action Coding

A powerful method can help you reveal moment by moment emotion in your advertising.


Eye Tracking

Sentient’s eye-tracking technology provides insight on which elements in marketing draw visual attention.


Contact Sentient

For more information about Sentient Decision Science and our groundbreaking research please contact us.