Measure automatic associations that self-report alone may miss.
Headway designs, deploys and analyses configurable Implicit Association Test studies for applied research, evaluation and innovation projects — combining participant-ready digital testing with transparent methodology, careful interpretation and research-ready outputs.
Surveys capture what people are willing to report. Some research questions need what forms before a socially-managed answer does.
Applied social research runs largely on self-report — surveys, interviews, attitude scales. Self-report is shaped by social desirability: people tend to answer in ways that feel acceptable or expected, which is not always the same as how they respond automatically. The IAT offers a way to look beneath that filter, measuring the speed and ease of association before a deliberate, socially-managed answer takes shape.
Important boundary: this doesn't make implicit measures inherently truer than explicit ones, and it doesn't mean an IAT reveals attitudes, choices or behaviour. It measures relative automatic associations — one additional, complementary signal alongside what people are willing and able to report.
How an IAT works
Illustrative — calculates no personal resultStep through the logic in under a minute.
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Design. Deploy. Interpret.
Three phases, one coordinated study flow — from research question to research-ready output.
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Platform and service capabilities
What the configured platform and the managed service actually give a research team.
What clients receive
Tangible outputs at the end of an engagement — not just a description of what the platform can do.
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Gender–Career IAT for KMOP, Greece
Proof of delivered research infrastructure and data-quality pipeline — not a summary of the study's substantive findings.
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What an IAT can — and cannot — tell you.
Responsible interpretation is part of the deliverable, not a disclaimer added afterwards.
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Individual scores require cautious interpretation. Group comparisons require adequate sample size and privacy safeguards. Stimulus and category design materially affect what the test measures.
Is your project a good fit?
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Engagement options
A managed service, not a self-service licence.
Frequently asked
Start a conversation about your IAT study.
Tell us about the research question and we'll come back with a scoped approach — design, deployment, or the full research package.