Behavioral Science toolkit
Uncover the why behind the buy
Our proprietary tools include:
PGNAT (Primed Go/No-Go Association Task)
Measures how packaging, branding, and advertising unconsciously shape consumer perception.
GNAT & APT
Assesses brand equity and emotional resonance by detecting non-conscious associations in milliseconds.
IAT (Implicit Association Test)
Identifies deep-rooted biases and brand perceptions, helping clients refine positioning and messaging. By integrating implicit testing with behavioral and explicit metrics, Hotspex delivers the most holistic, predictive consumer insights available today.
Unconscious
Fast
Associative
Automatic Pilot
System 1
Intuition & Instinct
95%
Takes Effort
Slow
Logical
Lazy
Indecisive
System 2
Rational Thinking
5%
Traditional surveys fail to capture the true, subconscious drivers of consumer choice. Hotspex’s implicit psychometrics toolkit bridges this gap by measuring what consumers feel but cannot articulate.
What we test
Automatic recognition of your red-thread codes (PGNAT)
Speed and strength of key associations (IAT)
Balance of rational vs. emotional drivers (System 1/2 profiling)
Why it matters for growth
95% of buying decisions happen subconsciously—if the code doesn’t register in System 1, the sale walks past you.¹
Adding implicit metrics to copy-testing lifts the accuracy of in-market sales predictions by ≈ 25–30% beyond traditional surveys.²
Ads that hit the right emotional chord deliver an immediate +23% sales-volume lift at checkout.³
The Behavioral Science Toolkit checks that the thread really does fire in consumers’ fast-brain (System 1) and predicts what that means for hard business results.
Brand Singularity™ gives you the red thread—the one idea that should fire instantly, in every context.
How the two engines lock together
Brand Singularity × Behavioral Science
Why the Toolkit is the proof-point for Singularity
How it plugs into the Brand Singularity workflow
1. Diagnose
Run an IAT/GNAT sweep on your current assets to see whether the red thread is even showing up.
3. Deploy
Validate new executions in Virtual Buying Studio or comms pre-test, armed with implicit scores that predict real-world elasticity.
2. Design
Use PGNAT heat-maps to refine distinctive assets, codes and packaging until they trigger the desired reflex in < 300 ms.
4. Dashboard
Track your Singularity Score alongside implicit equity each quarter—when one drops, the other soon follows, flagging sales risk early.
Result: fewer wasted impressions, stronger mental availability, and a documented path to incremental revenue and share.
contact us
Take the first step towards
Brand Singularity™
Ready to unlock your brand's full potential? Typical outcomes: +8 pts aided recall and +5-23% incremental revenue when coherence scores move from “average” to “strong.”¹ ⁵
Our team of brand-intelligence experts is here to help you build a stronger, more cohesive brand.
References
[1] Harvard Professor Gerald Zaltman, cited in Inc., “95% of Purchasing Decisions Are Subconscious” (2018). Inc.com
[2] Venkatraman et al., “Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods & Market Response Modeling” (Journal of Marketing Research, 2015) – implicit / neuro metrics added 25–30% predictive accuracy over self-report. Sentient Decision Science
[3] Nielsen, “When Emotion Gives a Lift to Advertising” (2019) – above-average emotional response drove +23% sales lift. Emerald
[4] Hotspex Behavioral-Science Toolkit meta-analysis, 53 studies, 2020-2024 (available under NDA).