From The Good Hair Study:
In 2016, Perception Institute conducted the “Good Hair” Study, the first study to examine implicit and explicit attitudes related to black women’s hair. In conjunction with a creative team at SheaMoisture, manufactured by Sundial Brands, Perception Institute created the first “Hair IAT” to assess implicit bias related to natural hair. The study included 4,163 participants: a national sample of 3,475 men and women, and a sample of 688 “naturalista” women from an online natural hair community.
The study included the Good Hair Survey and the Hair IAT. The survey assessed women’s explicit attitudes toward black women’s hair, hair anxiety, and experiences related to their own hair, and the Hair IAT assessed implicit attitudes toward black women’s hair.