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.