Beyond what consumers say.
Understand what drives their choices.
RTA combines implicit testing, reaction-time measurement, psychological science and custom analytics for market research — uncovering consumer perceptions and how they relate to purchase intent.
Implicit testing built for real market research questions.
Consumer implicit testing goes beyond self-reported attitudes. RTA adapts implicit brand testing, product evaluation and sensory research to the business decision your study needs to inform.
Brand & product perceptions
Understand associations with brands, products, packaging, claims, advertisements, and aromas.
Implicit purchase intent
Capture underlying purchase-related responses and examine how they differ across products and consumers.
CLT & IHUT research
Integrate implicit evaluation into controlled testing and at-home product experiences.
Adults, teens & kids
Adapt task design to research audiences, including studies involving parents and younger participants.
Segment & group analysis
Investigate where groups converge, diverge, and show different patterns of implicit association.
Custom research analytics
Go beyond standard reports with purpose-built statistical models, visualizations, and business interpretation.
Behavior first. Measurement with rigor.
RTA uses rapid matching to measure implicit associations through response direction and speed, with quality controls and transparent scoring. If you are exploring an IAT (Implicit Association Test) or other implicit association testing methods, RTA offers a distinct reaction-time-based approach for consumer research.
From millisecond responses to association strength.
Our reaction-time testing integrates practice, stimulus presentation, response collection, quality checks and scoring in one research process. The approach is informed by peer-reviewed behavioral research.
Discover what makes each brand or product distinctive — attribute by attribute.
RTA combines response choices and reaction times to measure associations between brands, products, and specific attributes. The result is a detailed association profile that reveals strengths, weaknesses, and meaningful differences across products and consumer segments, helping guide positioning, messaging, and product development.
From implicit associations to business decisions.
Identify assets, opportunities, risks and barriers.
Implicit Driver Maps connect measured associations with purchase intent to distinguish potentially helpful attributes from perceptions associated with weaker purchase intent. The result is a structured view of priorities for further investigation and action.
How strong is the evidence? How stable is the finding?
RTA uses complementary techniques such as Bayesian evidence and bootstrap resampling to communicate the strength and stability of findings. Where appropriate, predictive models can be evaluated with held-out data rather than relying only on in-sample fit.
A research partner, not just a testing tool.
RTA integrates behavioral-science expertise, proprietary measurement, flexible programming, advanced statistics and tailored storytelling. The objective is not simply to generate more numbers — it is to make research more informative and useful.
Mikael Molet, PhD
Mikael Molet, PhD, founded Reaction Time Analysis (RTA), a research consultancy specializing in implicit testing and reaction-time-based consumer market research. His work combines scientific rigor, implicit measurement, advanced analytics, and decision-oriented reporting to help clients understand not only what consumers say, but what may actually drive their choices.
Research expertise in behavioral science, implicit market research, and custom analytics.
Science-led approach
Grounded in research on behavior, association and rapid responses.
Flexible implementation
Research workflows tailored to objectives, settings and audiences.
Transparent analytics
Custom models, interpretable evidence and informative visuals.
Decision-focused storytelling
Move from patterns and drivers to clear implications.
Research innovation
Ongoing analytical development, including predictive modeling.
Collaborative research
Direct specialist involvement from study design to reporting.
What might your current measures be missing?
Whether you are comparing brands and products, exploring consumer perceptions, or identifying purchase-related drivers, RTA can help you evaluate where implicit testing and reaction-time measurement add value.