What might they reveal and what do they reveal?

An IJMR Lecture on indirect measures of attitudes in market research

Overview:

Indirect measures of attitudes, such as the Implicit Association Test (IAT), offer the possibility of transcending the limitations of self-report in market research. But how should we best conceptualise what indirect measures might reveal in principle? And what does existing research show about what they have already revealed in practice?

Aiden Gregg won both the MRS Silver Medal and IJMR Collaborative Award for his paper on using IAT in market research. In this lecture, he expands upon his paper, with special emphasis on the IAT, to look at the promise and pitfalls of indirect measures of attitudes.

Time: 6:30-7.30pm, followed by drinks and networking