iCode platform to design and run online surveys enriched
with Reaction Time methodology


Reveal new perspectives on consumers' attitudes, needs and desires


Plan your research in the morning… get the results in the afternoon, the cost will surprise you


Effortlessly link your surveys together through redirect links


Run implicit surveys on smartphones, tablets, laptops or desktops

How does it work?



We know that consumers’ explicit declarations are important but they are not always precise enough or informative enough. To get more accurate results, acquire new insights and gain a competitive edge we need to know not only WHAT people said but also HOW they said it.

The time that consumers’ brains need to produce an answer tells us how certain consumers are and the liklihood that their opinion will be translated into actual behavior.
iCode has the form of a short online survey, where the Response Time measurement was applied to reveal instinctive reactions, enhancing our understanding of consumer behavior.


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.

iCode™ reflects actual attitudes of consumers more precisely than just explicit opinions assessed only by traditional questionnaires. Therefore, you can still enjoy the rational outcome of a declarative survey but on top of that you gain new data leading to new insights – to better answer your research questions.

Why wait? Check our offer!

Pricing is tailored to your needs – you pay only for what you test


1What exactly is an item?
An ‘Item’ is a single research screen where reaction time is measured – it consists of an attribute (statement) and a stimulus (e.g. a brand, product, ad). 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.
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 will also see an estimated number of items and prices during the study set up in your account.
2Does the price depend on the number of respondents tested?
We do not charge on a respondent basis – you can test 100, 1 000 or 10 000 respondents and the iCode™ price will remain the same. The data processing fee depends on the number of tested items. However, the platform does not provide respondents for your study. This cost is solely dependent on your approach to data collection – if you use a professional panel provider, you will have to bear their cost, however if you run a survey on an internal client database or on social media, then the fieldwork is likely to be free of charge, or at least significantly reduced.
3What is so special about iCode™ and why should I use it?
iCode™ is an interactive, fully-automated platform which allows you to design and run online surveys enriched with Reaction Time methodology. Quantitative studies give one point of view, Implicit tools let you see a different dimension. iCode™ helps to gain more insights while still receiving findings from traditional surveys. It’s a highly reliable, intuitive & cost-effective solution. It’s also fast, really fast: you can create your survey in a few minutes and get the results within 30 seconds after completion of fieldwork. iCode™ gives freedom and flexibility: it can be seamlessly integrated with other methods. 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.
4What is the added value of implicit?
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. These implicit (i.e. indirect) measurements allow 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 implicit reaction time (high certainty) have a much stronger link with actual behaviour than not fixed attitudes. In other words, the more certain people are of a given answer, the more likely they are to act upon it. Implicit Reaction Time helps you distinguish between what is truly crucial for your brand and what is just lip-service.
5What kind of tests I can create with iCode™?
iCode™ questionaries can be applied to all surveys where emotional aspects are important. On the platform you will find ready designs that will help you to quickly set up a test for category & brand, product design, videos & commercial and individuals’ image (people and brand ambassadors). Nevertheless all instructions can be modified and the survey creator is flexible enough to test much more as concepts, brand assets, customers’ or employees’ needs, photo appeal, DVD or magazine covers, Point of Sales materials and many more.
6How do I get relevant attributes for my iCode™ survey?
In iCode™ we have prepared a list of statements recommended for each type of survey (brand, product design, video & commercials, people & brand ambassadors) available in 20 predefined languages. You can choose a few of these for your survey or treat them as inspiration and create your own statements best matched to your research questions. It’s also good practice to organize a workshop with the client (if you are a research agency or consultancy) or customers (e.g. during the focus group) to gather creative ideas corresponding with the research objectives. It’s important to create a list of statements that are:
  • a. connected with the stimuli (e.g. brand),
  • b. representative of the most important values and features (e.g. of the product image),
  • c. a reflection of the way in which the stimulus is communicated (e.g. via TV commercials),
  • d. ready to be used as an inspiration to produce actionable results – e.g. you can build your communication on these statements,
Please be sure that your statements are tailored to Reaction Time testing. Your statements should be short, intuitive, easy to understand for respondents and have only one clear meaning. The statements should also avoid negation (e.g. inexpensive, unpopular, not the first choice) and be no longer than 80 characters.
If you follow these rules you can be certain that you’ll have relevant attributes for your reaction time test. Do not hesitate to contact our team if you would like to discuss your ideas in greater depth.
7What languages I can use on iCode™?
You can conduct studies in one of 20 predefined languages available on the platform. At this moment these are: English, Polish, French, Dutch, Romanian, Spanish, Japanese, Croatian, Portuguese, Czech, Lithuanian, Turkish, Chinese, German, Indonesian, Italian, Bulgarian, Latvian, Estonian and Korean. 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™.
8How do you measure Response Time?
Measuring Reaction 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 proper way, 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 comparison between responses. The stimuli and the statements are rotated to minimize the order of appearance effect.
9How can I integrate iCode™ results with traditional research methods?
iCode™ bridges traditional explicit declarative answers with implicit 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 implicit 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.
10Can I ask screening questions in iCode™ survey?
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.
11Can I conduct fieldwork via iCode™?
Currently iCode™ does not provide any fieldwork solutions. Setting up fieldwork is the part of the research process that has to be handled by 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).
12How many respondents do I need for a single survey?
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. too fast or too slow responses, read more in point 7)



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