Fast answers indicate strong and easily accessible attitudes which have the highest potential to influence consumers’ behavior.
On the other hand, slow answers suggest that consumers are not certain about their own attitudes or they have not made up their minds yet.
Slow answers are provided with strong doubt or disbelief and are less likely to drive consumers’ actions.
Business issue: The marketing team was searching for any other vital factors beside effectiveness, that might drive consumer purchase behaviors in the baby wipes products category. To improve their current communication strategy, they tested a list of statements describing an ideal product and used Reaction Time measurement, which helped them understand consumers’ emotional motives and drivers.
Client's industry: Baby wipes products
Sample: 180 women
Business issue: Together with our partner research agency we conducted a study comparing the top mobile phone brands to assess their true image. We measured how certain people were when answering the key attributes reffering to the category.
Client's industry: technology
Sample: 173 respondents
Business issue: The client’s team prepared new versions of the package for their main product and was eager to identify which of them would perform best. The goals of this test were to find out if these changes were noticeable on an emotional level and to understand the real value of changes made to the package.
Client's industry: FMCG
Sample: 160 respondents
iCode™ is an interactive, fully-automated platform which allows you to design and run online surveys enriched with Confidence Index™ – a method based on Response Time latency. Quantitative studies give one point of view, Confidence Index™ provides you with an additional dimension. iCode™ helps you to gain more insights, tapping into consumers true attitudes, while still receiving findings from traditional, declarative answers . It’s an intuitive & cost-effective solution. It’s also fast, really fast: you can create your survey in a few minutes and get the results immediately after fieldwork completion. iCode™ gives you freedom and flexibility: it can be seamlessly integrated with other methods and can be embedded as a part of bigger surveys. What’s important for researchers, the platform works 24/7 and can be run on all types of devices, from PC’s and laptops to tablets and smartphones.
What people rationally declare is important, but scientific studies have proved that we can reach more precise insights by measuring the amount of time that people need to provide an answer. The Confidence Index™ is exactly such an indirect measurement that allows us to make more accurate conclusions about the emotional certainty of opinions. Academic researchers, such as Prof. Russell Fazio from Ohio State University, have shown that attitudes expressed with a fast Response Time (high certainty) have a much stronger link with actual behaviour than not fixed attitudes expressed with slower Response Time (hesitation). In other words, the more certain people are of a given answer, the more likely they are to act upon it. Confidence Index™ helps you distinguish between what is truly important and what is just a lip-service.
Confidence Index™ provides added value for many aspects of market research:
For more information on how confidence you can boost traditional results please contact us at email@example.com with your request.
Measuring Response Time might seem simple, but in reality it is a complex process where many factors have to be taken into consideration. Our unique procedures and algorithms enable us to control the impact of many aspects of the measurement process and respondents’ idiosyncratic characteristics: individual differences (age, gender), speed of reading, familiarity with computers, the type of device (PC, laptop or mobile), fatigue, (in)voluntary carelessness and many more. To be able to do that in a correct manner, we use dedicated calibration exercises and sophisticated procedures during the test to gather high quality responses. The button placement and indeed, the whole layout, is strategically designed to be optimized for the Reaction Time measurement process. The answers for each respondent are standardized and an individual baseline has been created to develop an index that allows for comparison between responses. The stimuli and the statements are rotated to minimize the order of appearance effect.
The iCode™ uses standardized scores for every single individual, derived thanks to individual calibration and baseline. There are also other important elements and additional procedures that were incorporated into the method to increase the quality and reliability of the whole process: (attention control screen, warm-up statements, advance button). All those elements are embedded in iCode™ (made under U.S. Method Patent). Thanks to this standardization, individual differences are minimized and the scores can be presented on a universal scale – either INDEX 4.0 or our Level Scoring System (LSS). Thanks to this procedure we are able to establish what fast/average/slow means for every single individual. In the case of one respondent 800ms can be the fastest while for the other respondent the same 800ms can be at the slow end of an average Response Time. This is also another reason why we do not provide Raw millisecond scores.
The calibration phase is a crucial part of every response time survey and cannot be removed. iCode uses Smart Calibration which means it is adjusted to the actual study and only the necessary elements are used. Still, every calibration consists of two parts: CALIBRATION PART I – It consists of pressing the answer buttons without any cognitive load and – a purely motoric task that establishes the individual differences in speed of movement and familiarity with the device. Moreover, it also serves as a tutorial for respondents as it makes them familiar with using the scale. CALIBRATION PART II – consists of just a statement and one answer button (no scale) that a respondent has to press as soon as he/she has finished reading the statement. This part is designed to test how fast respondents read statements of different lengths. It minimizes the influence of the statement length on corresponding Response Times, thus statements of different lengths can be compared.
NEUROHM is in possession of standardized words used in calibration that are translated to local languages. The list is available upon request.
In general no, this is not recommended. They cannot be changed because they have been standardized.
NEUROHM procedures take into consideration several variables that influence the results. The length of the attribute is one of them and this variable is added to the model during the cleaning process. One of the key parts of every survey is calibration phase – thanks to this procedure we can apply our patented filters that take into account factors such as length of statements and allow us to clean the data effectively.
iCode™ utilizes RORT™ – the fourth generation of latency measures, technologies and algorithms developed by NEUROHM to assure the highest level of reliability. RORT™ technology includes: dedicated software, individual calibration to create personal baselines, warm-up procedures, as well as unique cleaning algorithms to remove artifacts and minimize the influence of various factors e.g.: individual differences, familiarity with computers, age impact, fatigue, length of statements, speed and stability of Internet connections and (in)voluntary carelessness of respondents.
Yes, you can add up to 20 additional questions before and after the implicit survey with no additional cost. iCode™ controls the data collection and presents charts for gender and age only, all other answers will be available in the respondent level data in an excel file.
Currently iCode™ does not provide any fieldwork solutions. Setting up fieldwork is the part of the research process that has to be handled by the User. Of course, iCode™ will provide you with all necessary details to set up the survey on your own or via a panel provider (for more info see: “How to use redirect links” in the HELP section in your account).
iCode™ bridges traditional declarative answers with emotional certainty of opinions, so you always get two measures in one survey. You can ask your traditional questions via iCode and on top of that you will also see the response time reactions of your respondents. The other way to integrate traditional research with the iCode module is to incorporate it in your protocol via redirection links. In the same way a Panel provider can easily run or incorporate an iCode link into any other survey.
iCode™ questionaries can be applied to all surveys where emotional aspects are important. On the platform you will find ready to use designs that will help you to quickly set up a test for brand image, product design, videos & commercial, individuals’ image (people and brand ambassadors) and concept testing. Nevertheless all instructions can be modified and the survey creator is flexible enough to test much more such as: brand assets, customers’ or employees’ needs, photo appeal, DVD or magazine covers, Point of Sales materials and many more.
The pre & post-test is recommended in ad testing. However it all depends on your research needs. If you want to test whether the ad has an impact on your brand, the pre & post-test scheme is exactly what you need so you can compare how your brand heritage (pre test) changed after the ad (post test). Thanks to this scheme, you can clearly measure the impact of the commercial. On the other hand, if you just want to see how effective the ad is or you want to check the comparative effect of a few ads, then just a post-test will be enough and will provide you with insights you need.
The short answer is NO. Isn’t it great? Unlike other providers iCode™ does not charge on a respondent basis – you can test 100, 1 000 or 10 000 respondents and the price will remain the same. The data processing fee depends solely on the number of tested items. However, Please bear in mind that the platform does not provide respondents for your study. This cost is dependent on your approach to data collection – if you use a professional panel provider, you need to be aware of their cost. However, if you run a survey on an internal client database or social media, then the fieldwork is likely to be free of charge, or at least significantly reduced.
An ‘Item’ is a single research screen of iCode survey where Response Time is measured – it consists of an attribute (a statement) and usually a stimulus (e.g. a brand, product, ad) but it might consist of the statement alone. To calculate the number of items in the survey, simply multiply the number of tested elements (e.g. brands, packages, ads) by the number of statements/attributes that describe the tested element. If there is no stimulus tested then the number of items is equal to the number of statements.
For example 1 element (e.g. brand, package) tested on 1 statement (e.g. high quality, modern) is 1 item,
1 element x 10 statements = 10 items,
2 elements x 5 statements = 10 items,
3 elements x 10 statements = 30 items.
You can also see the number of items, the price and the estimated duration of the survey at any stage of the study.
We recommend testing at least 160 respondents per survey for statistical reasons, however the minimum number required to complete the test is just 10 respondents. The number of respondents depends on various factors such as your target group, the total population of your target group and the incidence rate. We also advise oversampling by at least 10%. This is due to the fact that some respondents will be excluded in the cleaning process (e.g. due to too fast or too slow responses, read more in point 7).
You can conduct studies in one of the predefined languages available on the platform. The list is presented in the START step during the survey creation process. We update the list frequently and more languages will be added in the future. Haven’t found the language you need? Please contact us and we will help you to create a survey in the language of your choice. The list will be updated and more languages will be added soon. However please note that English is the only language for operating iCode™.
It all depends on the test’s type and scheme. The maximum capacity of the survey is 60 items. For example:
1 element (e.g. brand) tested with 1 statement (e.g. question like: is it trustworthy) – equals 1 item.
The survey consisting of 60 items will not last longer than 8 minutes and this is the optimal time we recommend to use for online studies that utilize Response Time. This is important due to the attention span of respondents.
It is possible to increase the number of items per survey in certain situations, please contact us at firstname.lastname@example.org with your request.