Embodiments of the invention relate generally to systems, methods, and apparatus for assessing consumer perception of business features, such as brands, products, and services. A graphical user interface presents a consumer with a prime associated with the business feature. The graphical user interface presents a target to be sorted by the consumer. An instruction from the consumer is received (via a user input device) to sort the target into a bin presented on the graphical user interface. Consumer response data associated with the instruction from the consumer is generated and, based on the consumer response data, the consumer's perception of the business feature is assessed.