Maru Updates Implicit Association Testing Tool

Tech-enabled researcher Maru Group has updated its Implicit Association Testing (IAT) tool, with the addition of a drag and drop interface which it claims eliminates bias and improves the quality of data.

Maru and its operating companies - Maru/Matchbox, Maru/Blue and Maru/HUB - combine expertise in System 1 (fast, instinctive and emotional) and System 2 (slower, more deliberative and more logical) thinking, in order to deliver a 'holistic understanding' of consumer decision-making.

Respondents can now drag stimulus material, as it appears, into one of a choice of answer boxes. Maru says this creates a standardized test environment, regardless of device or screen size; and in turn improves the accuracy of the data as there is no respondent or device advantage to compensate for, as with traditional IAT tests.

Todd Trautz (pictured), Chief Innovation and Solutions Officer at Maru/Matchbox, explains: 'Given the prevalence of drag-and-drop type experiences across gaming, mobile and tablet platforms, we've created a similar user experience to further eliminate user bias on our implicit association test tool and deliver more-refined, quality data'.

The business has also updated its suite of packaged solutions (available through Maru/HUB), to tap into this 'System 1' technology update.

Web site: www.marugroup.net .