Project Implicit

What Project Implicit does

Project Implicit is an independent 501(c)(3) nonprofit organization founded in 1998 by Dr. Tony Greenwald, Dr. Mahzarin Banaji, and Dr. Brian Nosek. It operates a public web platform centered on the Implicit Association Test (IAT), a computerized behavioral measure that infers implicit attitudes and stereotypes by recording response-latency differences as participants sort images and words into categories using keyboard responses. The platform supports IATs covering race, ethnicity, gender, sexuality, disability, politics, and weapons, and includes a Virtual Laboratory for research-grade studies delivered through browsers, smartphones, and tablets. All core IATs are free to take, and the organization publishes anonymized data on the Open Science Framework, where it has supported 3,300+ research studies and 150+ peer-reviewed publications.

The organization serves general public test-takers, academic researchers, educators, journalists, and policymakers, with a horizontal segmentation approach. Revenue is generated through individual donations (suggested at $5 per contribution), paid client services such as workshops, training, and bias audits, and strategic partnerships with organizations including Special Olympics, Perception Institute, and artist Bayeté Ross Smith. The organization is operated by a two-person paid staff supported by a volunteer Board of Directors and an international Scientific Advisory Board. A 2011 sub-brand, Project Implicit Health, expanded the research focus to health-related implicit cognition. The organization is currently in a platform transition, with new client services paused as it shifts to a new institutional home.

Name

Project Implicit

Legal name

Project Implicit

Website

https://projectimplicit.net

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Project Implicit is a 501(c)(3) nonprofit that operates the Implicit Association Test (IAT), a free, web-based behavioral measure of implicit bias, serving the general public, researchers, educators, journalists, and policymakers globally.

Ownership category

akta.pro rank

Product category

Psychological Assessment Software

NAICS

Research and Development in the Social Sciences and Humanities (54172), Educational Services (611)

SIC

Services-Commercial Physical & Biological Research (8731), Services-Educational Services (8200)

akta.pro primary industry

Assessment Analytics & Item/Question Intelligence (IRT, Item Banks, Diagnostic Insights) (EDAFAFAG)

akta.pro secondary industry

Safety & Alignment Evaluation (red-teaming, harmful capability testing) (HDAAAMAL)

Keywords

• Implicit cognition research
• Psychological assessment tools
• Bias measurement instruments
• Social psychology research
• Behavioral research platform

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: Project Implicit operates largely on individual contributions. The organization invites donations (suggesting $5) to keep the site running, tools accessible, and science public.
2. Client Services: Fees for workshops, training, and consulting services related to decision-making and bias. Contact-based pricing for audits and professional services.
3. Strategic Partnerships: Collaborations with organizations like Special Olympics, Perception Institute, and Bayeté Ross Smith may include funding or resource support for specific research initiatives.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Project Implicit operates a free, publicly accessible web platform built around the Implicit Association Test (IAT), a computerized measure that assesses implicit (automatic) cognitive associations between concepts (e.g., race, gender, disability) and evaluations or stereotypes using response-latency data. It offers a Demonstration Site for public use, a Research Site for novel bias studies, publicly downloadable datasets on the Open Science Framework, and stimulus materials for academic research.

Product overview

Project Implicit operates a suite of research tools centered on the Implicit Association Test (IAT), a computer-based measure of automatic cognitive associations. The core offerings include the Demonstration Site (public-facing IATs on topics including race, ethnicity, gender, politics, disability, and sexuality), the Research Site (novel bias studies), and Public Datasets (shared via Open Science Framework). Supporting resources include downloadable Study Materials and a Publications Database. Additionally, specialized IATs have been developed through collaborations: the Intellectual and Developmental Disabilities IAT (Special Olympics), Hair IAT (Perception Institute), and Race/Weapons IATs (Bayeté Ross Smith). Legacy education and consulting services were offered but are currently paused during platform transition. The organization is a 501(c)(3) nonprofit supported by individual donations.

Differentiator

Problem solved

Functional benefit

Brands

• Project Implicit Health: An expansion launched in 2011 focusing on how subconscious thought patterns influence health outcomes, led by Dr. Bethany Teachman and Dr. Matt Nock.

Products and services

• Implicit Association Test (IAT)

Quantifiable outcome

• 26 Million+ IATs completed
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Special OlympicscoreStrategic or Co-development PartnerCollaboration to create an Intellectual and Developmental Disabilities IAT measuring associations between IDD-related concepts and evaluations. The test helps individuals explore biases related to intellectual and developmental disabilities and is intended to spark conversations about implicit bias in this area.
• Perception InstitutecoreStrategic or Co-development PartnerCollaboration on the Hair IAT focusing on Black women's hair, measuring associations between hair styles and potential stereotypes. The Perception Institute is a consortium of researchers, advocates, and strategists who translate mind science research into solutions that reduce bias and discrimination.
• Bayeté Ross SmithcoreStrategic or Co-development PartnerCollaboration to create two IATs (Race Attitudes IAT and Race Weapons IAT) using images from the artist's photo collection 'Our Kind of People.' The tests examine perception based on appearance and deconstruct how clothing, race, gender, and class signifiers affect social interactions.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Holistic AI: An AI governance and bias-audit platform that helps enterprises assess and mitigate algorithmic bias. Comparable as an emerging player applying bias measurement to enterprise and AI compliance workflows — a use case adjacent to Project Implicit's IAT stimulus library.
• Kanarys: A DEI data and benchmarking platform that helps companies measure and improve inclusion outcomes. Comparable as an emerging commercial peer serving the same 'organizations seeking bias and inclusion insight' segment that Project Implicit's consulting arm historically addressed.
• FairNow: AI compliance and bias-risk platform serving regulated enterprises. Comparable as an emerging commercial player that operationalizes bias measurement — contrasting with Project Implicit's open, donation-funded research model.
• Textio: A workplace language analytics platform that measures and mitigates bias in recruiting and performance content. Comparable as an emerging commercial player in bias measurement, focused on language rather than implicit association.

Direct peers

• Perception Institute: A consortium of researchers, advocates, and strategists that translates mind-science research into solutions to reduce bias and discrimination. Perception Institute is a direct collaborator of Project Implicit on the Hair IAT and operates in the same implicit bias research and education space.
• Paradigm: A DEI training and bias-education platform serving enterprises with structured learning on inclusion. Comparable as a commercial operator that delivers bias and inclusion education to organizations — a segment Project Implicit's workshops and consulting previously served.
• Center for Open Science: Nonprofit advancing open, reproducible science; hosts Project Implicit's public datasets on the Open Science Framework. Led by Project Implicit co-founder Brian Nosek; comparable in mission, nonprofit structure, and research-infrastructure orientation.

Broad incumbents

• Educational Testing Service (ETS): The largest nonprofit standardized-assessment organization, producing tests like the GRE, TOEFL, and Praxis. Comparable as a broad incumbent in psychometric assessment methodology, instrument validation, and large-scale test delivery — overlapping with Project Implicit's measurement DNA.

Others

• Association for Psychological Science (APS): The leading scientific society for psychological research, publishing flagship journals where many Project Implicit-supported studies appear. Comparable as an adjacent enabling organization that amplifies and validates the research Project Implicit's datasets enable.

Regional players

• Cogbias Consulting: A bias-awareness and inclusive-leadership training consultancy that translates cognitive bias research into corporate workshops and e-learning. Comparable as a regional/commercial player in the implicit bias training market that Project Implicit previously operated in via its consulting arm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/ourkindofpeople_
• LinkedInlinkedin.com/company/project-implicit-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Project Implicit