I was confronted by my results of a social attitudes test designed by Harvard University. Project Implicit measures unconscious attitudes and beliefs towards topics such as race, sexuality, age and gender. It is based on the research of Banaji and Greenwald; the book, Blindspot: Hidden Biases of Good People, is on my ‘to read’ list.
This test is an good reminder for market researchers. It reveals how much of behaviour is driven by hidden preferences, biases and prejudices, concealed even to the individual themselves.
Visit Project Implicit to explore your social attitudes.