CoolTool introduces implicit priming test tool

The automated tool captures and identifies unconscious reactions to external stimuli such as people, brands and products, allowing users to determine people’s preferences.

The system integrates two methodologies, semantic priming and implicit association testing, and works by comparing the speed of response provision with the combination of objects and various characteristics to conclude which attribute (reliable, stylish, desirable, expensive, etc) is associated more with one object or another.