The e² BRANDREACT is one of our most fascinating research tools. With this tool, implicit brand associations that would otherwise remain hidden become visible: Reaction time measurements are the way to the gut feeling of the consumer.


His famous ancestors such as the Implicit Association Test (Yale University) make him proud. In market research, BRANDREACT is the perfect solution to economically and quickly measure gut feelings thorugh a playful manner for the participants.

Understand the gut feeling towards your brand and utilize it for your brand strategies

Make implicit brand associations visible through the e² BRANDREACT

Our relationships with brands are like relationships with people: Feelings determine our relationships. We talk about sympathy, awareness and seduction.


Psychological research has also shown that these feelings can hardly be measured through questionnaires. That’s why we use implicit measurement methods to track down the gut feeling towards a brand. With BRANDREACT, we have been successfully using reaction time based tools for almost 10 years, which uncover brand associations that people would not explicitly reveal to us.


The BRANDREACT visualizes your brand and target audience reaction on 5 areas: joy, strength, safety, sustainability and sensuality.


  • Joy (Innovation, new, modern)
  • Strength (status, prestige, dominance, power)
  • Safety (trust, reliability, organization, calm)
  • Sustainability (environmentalism, ecology, good conscience)
  • Sensuality (attractiveness, stimulus, sexiness, heartbeat)


Of course, we can also extend the BRANDREACT attribute set with further specific properties of your own brand.


efficient, validated, online

and on desktop & mobile


Participants respond as quickly as they can. The task is to answer the brand associations with “Yes” or “No”. The faster a reaction, the less distorted it is by cognitive processes – both positive and negative reactions. Because of this, we combine both the answers and the reaction time into our analysis.


The procedure is scientifically validated: Our set of attributes was validated with the help of a basic factor-analytical study and extended by further factors in 2013.

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