Overview
Let's review how the BehaviorLens® workbook is structured for a survey type test and how to read every sheet. The survey report captures instinctive versus deliberate reactions to a set of survey stimuli: claims, ingredients, attitudes and moments of use. There is no product or sample dimension: every panelist answers Positive/Negative to the same list of statements, and each answer is timed. This article documents what each sheet does and how the Implicit/Explicit Score is built.
Why would I use it?
Use the Survey test when you want to understand how people react to what you say about a product (the claims, ingredients, attitudes and moments of use) rather than to the product itself because there is no sample to try.
Every answer is timed, so the report separates a fast, instinctive Positive from a slow, considered one and places each response on the 0 to 100 Implicit/Explicit Score. That lets you:
- see which stimuli responses use system 1 thinking and which responses come after reflection;
- rank stimuli from strongest to weakest and read the response split behind each mean;
- compare how different audiences react using the descriptive splits.
How is the Implicit / Explicit Score calculated?
BehaviorLens separates an instinctive (implicit / fast) reaction from a deliberate (explicit / slow) one by timing every response. The response time is compared against a per-panelist threshold, and the Positive/Negative answer combined with implicit/explicit maps onto the 0 to 100 Implicit/Explicit Score:
| Response type | Score | Meaning |
|---|
| Fast Positive | 100 | Positive selected in the implicit (fast) time, at or below the threshold |
| Slow Positive | 75 | Positive selected in the explicit (slow) time, above the threshold |
| Slow Negative | 25 | Negative selected in the explicit (slow) time, above the threshold |
| Fast Negative | 0 | Negative selected in the implicit (fast) time, at or below the threshold
|
The calibration threshold
Each panelist completes 18 calibration trials (10 numbers + 8 colours). To set their threshold, the second slowest trial becomes the implicit/explicit (IE) threshold between an implicit (fast) and explicit (slow) response. The threshold is capped at the max time (default 6,000 ms). A response time at or below the threshold is Fast; above it, Slow.
Character-length adjustment
From the Raw Data sheet onward, the threshold is adjusted for stimulus length using the Character-length adjustment set on the Calibration block (default 0.015 s/char, 0 disables): the per-response threshold = calibration threshold + (0.015 s × character count). Longer statements get proportionally more time before a response counts as explicit/Slow. This adjustment applies across all analysis sheets and to every test type.
What's included in the workbook?
The workbook flows from calibration and raw data into per-panelist scores, then into mean, composition, threshold, statistical and descriptive views.
| Sheet | What it does |
|---|
| Calibration | 18 calibration trials per panelist (10 numbers + 8 colours). The threshold is found by taking the second slowest trials, capped at the max time (default 6,000 ms). Includes a Status Summary (OK / Max time reached) and a Distribution of Calibration Threshold plotted in 500 ms intervals. |
| Raw Data | One row per panelist × stimulus: Sample Set Number, panelist fields selected from the UI, Stimulus, Response, Response time (ms), Threshold (ms), Fast/Slow, Implicit score, and demographics. |
| Implicit Scores | Sample Set Number (or selected sample field) with one column per stimulus; panelists in rows. |
| Mean Implicit Scores | Per stimulus: Category, n, Implicit Score, Min, Max, %Fast Positive, %Slow Positive, %Slow Negative, %Fast Negative. Score graph colour-coded by zone, stimuli ordered greatest to lowest. |
| Fast/Slow Breakdown | The n and four-type composition (% Fast Positive / Slow Positive / Slow Negative / Fast Negative) per stimulus, with a stacked bar per stimulus. Threshold Explorer - Pick a response type and a threshold % (from the UI); the sheet reports how many stimuli fall above vs below the threshold, then lists each stimulus with its % Fast Positive (or Fast Negative) and whether it clears the bar. |
| Statistical Analysis | Table 1 (stimuli in columns): n, Mean, SD, SE, CI lower, CI upper and post-hoc letters. Table 2: the pairwise comparison matrix (* marks significance). Both tables are repeated for each quadrant: Fast Positive, Slow Positive, Slow Negative, Fast Negative. |
| Nudge vs. Disrupt | Classifies each stimulus (or sample × attribute cell) as Nudge / Nudge & Disrupt / Disrupt / Weak from its Fast and Slow shares. Thresholds are adjustable; this sheet is deselected by default in the report options. |
| Descriptive Splits | Table 1 shows mean implicit score per stimulus by demographic subgroup; Table 2 shows the % of fast responses for the selected response; plus a score-means graph.
|
How do I read the results?
Calibration summary
The Calibration sheet reports a Status Summary counting panelists as OK (below the max time) or Max time reached (≥ 6,000 ms by default), and a Distribution of Calibration Thresholds plotted in 500 ms intervals so you can see the spread of thresholds across the panel.
Zone colours on the heat-maps
The mean of all the implicit scores are taken and assigned a zone.
Mean-score views are colour-banded so the whole matrix can be read at a glance:
| Zone | Mean implicit score |
|---|
| Strong Positive | mean ≥ 75 |
| Positive | 50 to 74 |
| Negative | 25 to 49 |
| Strong Negative | mean < 25
|
Response composition (Fast / Slow breakdown)
The breakdown sheets split each stimulus into its four response types. Reading the composition, not just the mean, tells you whether a middling score comes from broad indifference or from a genuine split between fast acceptance and slow rejection.
Threshold Explorer
Choose a response type and a threshold percentage; the sheet counts how many stimuli sit above versus below that bar and lists each stimulus's % Positive (Fast Negative) with an above/below flag, a quick way to size how many stimuli clear an instinctive-response threshold.
Nudge vs. Disrupt
Each stimulus (or sample × attribute cell) is classified by how its Positive or Negative (depending on selection made) responses split between the fast and slow routes. The thresholds are adjustable and the sheet is off by default in the report options:
| Mechanism | Rule | Read |
|---|
| Nudge | Fast ≥ 45% and Slow < 25% | Instinctive appeal: reinforce it. |
| Nudge & Disrupt | Fast ≥ 30% and Slow ≥ 25% | Both instinctive and reflective pull. |
| Disrupt | Fast < 30% and Slow ≥ 25% | Works on reflection: needs a reason to believe. |
| Weak | otherwise (low fast + low slow) | Low pull on either route.
|
Statistical analysis
The Statistical Analysis sheet reports, per stimulus, n, Mean, SD, SE and the 95% CI lower/upper with post-hoc letters (Table 1, stimuli in columns), alongside a pairwise comparison matrix where * marks significance (Table 2). Both tables are repeated for each quadrant: Fast Positive, Slow Positive, Slow Negative, Fast Negative. Overlapping confidence intervals, or a shared post-hoc letter, are the first check before calling any pair of stimuli different.
Descriptive Splits
The Descriptive Splits sheet shows the panelist demographics: one table gives the base n, another the mean implicit score by subgroup, and another the % of fast responses for the selected response, with a score-means graph.