Knowing what your target group thinks
The high potential award of € 5.000 was won by Marte Otten, a researcher at the University of Amsterdam for her “Feeling Thermometer”, an online application for visualization of unconscious beliefs. “The Implicite Association Task” (IAT) is an amazing tool to chart other peoples’ mind. The IAT shows exactly what issues are preferred, through the speed with which people respond to words and pictures. “I would therefore like to make the IAT available by an online app that allows measurement of all kinds of internal associations or to test how people (unconsciously) think about products, developments in society or their fellow man ", said Otten. This app provides a major step forward for anyone who wants to know what their target audience thinks.