Anybody have thoughts on or experience with good ways to test brand identity and expression through quant? Want to capture the system 1, gut reaction to logos and other design elements. Open to recos on question framing/format, research vendors, and whatever else! TIA!

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Implicit response testing is probably your best bet. Add time pressure to the methodology (“answer as quickly as possible”) and measure response latency. The faster the response, the stronger the (implied) implicit association or reaction.

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I think implicit association testing was a victim of the replication crisis.

Thanks! Any thoughts on how much time to allow, or how to frame the questions? I.e, “what’s the first thing this design makes you think of? Answer within x amount of seconds” For a Rorschach-esque association test?

Less a matter of time to allow, and more a matter of just measuring the time that respondents take. You can frame the question pretty easily (“please answer as quickly as possible”) but you’ll need a vendor with that capability on the back end to analyze “response latency.”

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