The green bar tells us how many respondents agreed with the statement (YES).
HI YES indicates how many respondents were highly certain of their positive answer.
It constitutes the base for the green colour and may reveal the number of core followers.
The red bar tells us how many respondents did not agree with the statement (NO).
HI NO indicates how many respondents were highly certain of their negative answer.
It constitutes the base for the red colour and may reveal the number of core rejectors.
The intensity of color code represents the strength of an attitude: intensive colours mean high certainty (fast answers), colours with medium intensity – moderate certainty and colours with weak intensity – low certainty (slow answers). The score is an average for the given sample and shows the level of certainty which indicates the potential to convince the group.
IMP – results for the response time index (standardized implicit score).
LSS - level scoring system.
LSS indicates an implicit ranking with levels from 1 to 9 (the simplified LSS scores, established to increase the interpretation capabilities) and was created in accordance with the NEUROHM RT Benchmark Database. It is based on numerous studies from various cultures, that have been generated for many years. The index has a range from 0 to 1000 IMP and it represents more granular ranking of the certainty. The higher the value, the more certain respondents were when providing the answer and the faster speed of an answer was, meaning there is higher implicit emotional accessibility or certainty of the explicit rational opinion. Those ranges generate the simplified LSS scores, as they were created to increase the interpretation capabilities.
The levels 1 (0-199 IMP) and 9 (800-1000 IMP) occur very rarely and indicate the unique phenomena of ultimate uncertainty (Level 1) or certainty (Level 9).
Levels 2 (200-299 IMP) and 3 (300-399 IMP) indicate that respondents are, respectively, very certain or uncertain, regarding their declared opinion about a brand, product, ad, service or any tested stimuli.
Level 5 indicates an average reaction speed, a slightly negative - Level 4 (400-449 IMP) or positive - Level 6 (550-599 IMP) tendencies can also be observed.
Levels 7 (600-699 IMP) and 8 (700-799 IMP) indicate that respondents are, respectively, certain or very certain of their declared opinion.
Moreover, Levels 8 and 9 indicate that an attitude is very or extremely strong and it can be subscribed to lovemarks (in case of positive answers) or hatemarks (in case of negative answers).
