Project Implicit represents a collaborative research effort between researchers at Harvard University, the University of Virginia, and University of Washington.

In modern times, men and women of all backgrounds would rather believe themselves to be benevolent egalitarians. Yet, while few want to be known as a bigot, millions of people seem to wonder, “am I?” — and going to the Project Implicit Web site to find out.

The primary goals of Project implicit were created to measure respondents reaction to other touchy topics such as political preference, religious leaning and sexuality.