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Techniques for Listening to Opinions That Are Difficult to Express Verbally
Unconscious Attitude Measurement Using Latent Association Analysis
People do not always say what is on their minds, and may hide their true feelings in questionnaires and interviews. Latent association analysis is a technique that enables measurement of attitudes that are difficult to express face-to-face, using a five-minute-long online game-like interface.
Research
Some people in a questionnaire or interview may give “desirable and exemplary” answers based on common sense, interpersonal relationships, and social norms when they are asked what their impressions are of a certain product or service. By using a method called the implicit association test (IAT), we can get closer to their true feelings, which are difficult to reveal consciously. It can be applied to the measurement of not only good and bad feelings, but also a variety of other emotional states.
Jun-ichiro Kawahara Professor
