Entertainment is a high stakes and expensive business. Movies and shows can succeed or bomb, with substantial impact on the studios and/or networks that produce them. Decisions made about casting, character development, and story lines can make the difference between success and failure. Entertainment is a creative process, but there’s no contradiction between art and science. Research can, and should, inform creativity, not inhibit it. And what’s true of movies and television shows is just a true of the advertisements that accompany them, whether promoting the movie or show itself, other movies or shows, or products tied into or advertised by the movie or show. Knowing whether an ad or product placement “works” –and whether it works with this particular movie, show, network, or demographic group – is essential information for advertisers. Studios and networks resort to test screenings, focus groups, and surveys to maximize their chance of success. But this cumbersome and costly process suffers from the same flaw shared by all traditional research methodologies. It relies on direct questioning of the intended audience, which assumes that people know exactly how they responded to a show, character, or promo and why – processes that are often unconscious. Implicit Strategies had developed technologies that can assess emotional reactions and associations to movies, shows, promos, product placements, and ads that get around viewers’ conscious cognitive filters. Because the tests are given on the internet, we can reach many and diverse market segments in cost-effective way. Implicit Strategies can help you get the feedback you need to enhance your project’s chances for success and never before possible.