They did this by viewing how quickly the individual reacted to words and phrases like "gay" or "straight" soon after becoming subliminally primed with the term "me" or the word "others" (becoming swift to react to "gay" just after becoming primed with "me" usually means you are additional probably to be secretly gay, in accordance to this paper). Now for that, 1 has to perform quite carefully with what is in in between the words and phrases.