System 1 Implicit Reaction Tests (IRT) are being utilized more frequently within marketing research to assess brand preferences and emotional reactions. Quick reaction, MaxDiff paired comparison tests (MaxDiff) are also an approach that can be used to determine emotional perceptions. In this paper, we compare IRT vs. MaxDiff vs. adaptive MaxDiff (combining the two approaches) to assess which approach provides a more accurate assessment of individual's preferences and likely behaviors.
