In 1998, a team of researchers founded Project Implicit for the purpose of identifying, measuring, and correcting implicit (i.e. subconscious) biases in the general public. Project Implicit is organized around the Implicit Association Test (IAT), a psychometric evaluation used to probe the depth and nature of bias in individuals. By showing test takers various pairings of words and concepts (“white,” “black,” “pleasant,” “unpleasant”), the IAT can determine which associations takers make more readily. Consistent lags in pairing a category, like “black,” with positive concepts, like “pleasant,” indicate that the test-taker is biased against that category of people.