Project Implicit is a brand that aims to educate individuals about implicit bias through their Implicit Association Test (IAT). The IAT measures the strength of associations between concepts and evaluations or stereotypes. It consists of five main parts, where participants are asked to quickly sort words into categories by pressing keys on the computer screen.

The IAT score is based on the time it takes to complete certain parts of the test. Project Implicit provides feedback on IAT performance to raise awareness and encourage self-reflection. While the IAT is an effective tool for education, it should not be used for diagnostic or selection purposes.

The brand emphasizes the ethical considerations of participation, ensuring that individuals are never forced or pressured to take the test. Project Implicit encourages individuals to use their resources and collaborate with them to further understand implicit bias