Project Implicit is a collaboration between researchers interested in implicit social cognition – thoughts and feelings outside of conscious awareness and control. The goal of the organization is to educate the public about hidden biases and to provide a “virtual laboratory” for collecting data on the Internet.
The cornerstone of their work is the Implicit Association Test (IAT) which measures attitudes and beliefs that people may be unwilling or unable to report. It looks at the strength of associations a person has between concepts (e.g., black people, gay people) and evaluations (e.g., good, bad) or stereotypes (e.g., athletic, clumsy). This tool can be used by anyone to learn about one’s own bias and discover implicit attitudes you may not know you held.
Source Organization: Project Implicit