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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:

• actionable insights – the additional dimension enables more in-depth conclusions;
• more complete stories – additional information for Clients;
• a comfortable way to identify valuable insights – an additional tool to facilitate the research process;
• the emotional side of consumers’ attitudes – an additional and simple solution to provide Clients with a real way to measure emotions.

For more information on how confidence you can boost traditional results please contact us at icode@neurohm.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.