There has been over 30 years of academic research in cognitive psychology on the use of implicit measures, including articles from academics, practitioners, and ‘gurus’ in the field. There is also a rapidly increasing number of academic papers on the predictive validity of the approach.
It is well established that much of what drives our behaviour goes on below our conscious awareness. An important implication of this is that if people can’t access the causes and hence explain their behaviour then why should we give them a questionnaire to complete?
An alternative is to bypass the need for conscious self-awareness and go in indirectly. This is where implicit testing comes in. We can measure how someone feels by presenting them with words and images and seeing how quickly they react. The so-called implicit association test and the affective priming test are two tests that have been extensively assessed and validated scientifically. These form the basis of what we do at Neurosense.