Online technologies are creating a seismic shift in ad effectiveness research and spurring it towards an inferential approach. A long-standing public example of the inferential approach has been Harvard’s IATs -- Implicit Association Tests (implicit.harvard.edu). You can see this indirect technique in action about you, personally, by taking one of the tests. An IAT can reveal your real, inner feelings about any topic from race or mental health to pets in the home. It does this not from your actual responses, but by interrogating to the millisecond speed of your replies on your computer. An IAT can potentially lay bare previously unknown insights about you.