Getting Explicit about Implicit
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Getting Explicit about Implicit
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- 1. Getting Explicit about Implicit
- 2. 2@SentientInsight#soundscience The Subtext of the Super Bowl 2015 (Reid & Decker)
- 3. 3@SentientInsight#soundscience@SentientInsight GRIT REPORT When are we going to see broad scale adoption of non- conscious impact techniques? And what is it going to take to get there? 9 13 14 Percent Using Neuromarketing 2013 2014 2015
- 4. 4@SentientInsight#soundscience@SentientInsight Sound Science Market Validation Awareness of Applications
- 5. 5CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Sound Science
- 6. 1. USE THE MOST ADVANCED METHODS TO ASSESS CONSCIOUS DELIBERATION (SYSTEM 2 THINKING) 2. USE TRUE IMPLICIT METHODS TO ASSESS NON-CONSCIOUS ASSOCIATIONS (SYSTEM 1 THINKING) 3. USE A SCIENTIFICALLY VALIDATED MODEL OF HOW TO INTEGRATE SYSTEM 1 AND SYSTEM 2 DATA INTO BEHAVIOR PREDICTIONS THREE KEYS TO SOUND DECISION SCIENCE @SentientInsight#soundscience
- 7. 4.99 EU = pi u(xi) Expected Utility Probability Sum Utility Outcome Please rate the likelihood that you would purchase this game 2.99.99
- 8. True Implicit techniques must not be: Direct Deliberate Controllable Self-Assessments Fast Explicit quick conscious judgments Try it on your mobile: bit.ly/sentientdemoiiex @SentientInsight#soundscience
- 9. True Implicit Techniques must not be: Direct Deliberate Controllable Self-Assessments True Implicit with Try it on your mobile: bit.ly/sentientdemoiiex @SentientInsight#soundscience
- 10. 10CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. The Proportion of Emotion Model: Scientifically Validated Model of How to Combine Emotion with Reason EMOTIONALLY WEIGHTED CONSUMER CHOICE 10
- 11. 11CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Market Validation
- 12. 12 BIOMETRICS NEURO (EEG) SENTIENT PRIME Implicit Associations Research on Research for the Advancement of our Industry
- 13. 13@SentientInsight#soundscience Implicit Ad Testing The SubtextTM of the Super Bowl (Reid & Decker, 2015) POWERED BY
- 14. 14@SentientInsight#soundscience ONLINE PLAYS: 1,586,543 SOCIAL ACTIONS: 632,421 DIGITAL SOV: 11.01%
- 15. 15@SentientInsight#soundscience ONLINE PLAYS: 730,290 SOCIAL ACTIONS: 35,040 DIGITAL SOV: 2.17%
- 16. 16@SentientInsight#soundscience We measured the impact on over 50 brands from 61 ads
- 17. 17@SentientInsight#soundscience Market Validation Study Design (Reid & Decker, 2015) Demographic Behavioral Questions Ad Exposure (2 random Super Bowl pods) Conscious and Non- conscious Brand Affinity Measures AD EXPOSURE DESIGN PRODUCES TWO DISTINCT GROUPS FOR EACH AD: 1. EXPOSED (TEST) 2. NOT EXPOSED (CONTROL)
- 18. 18@SentientInsight#soundscience Measured Conscious and Non-conscious Impact of Exposure to Ads N = 3,107 adults, 21+ years old, US National Sample 14 Conscious trade-offs between 8 options, with 24 pieces of information on consumer values gathered per choice, times 3,107 respondents = 1,043,952 Derived Preference measures + 298,272 Fast Explicit measures, totals: 1,342,224 measures of System 2 processing 192 Sentient Prime implicit emotional and self-identification measures with brands, times 3,107 respondents = 596,544 measures of System 1 processing 41
- 19. 19@SentientInsight#soundscience CONSCIOUS BRAND PREFERENCE (DERIVED FROM MAX DIFF) BRAND RESPONSE LATENCY (FAST EXPLICIT) r = .88 Fast Explicit Brand Liking ConsciousPreference forFeaturedBrands
- 20. 20@SentientInsight#soundscience CONSCIOUS BRAND PREFERENCE (DERIVED FROM MAX DIFF) SUBCONSCIOUS EMOTIONAL ASSOCIATIONS (TRUE IMPLICIT) Sentient Prime Implicit Emotional Associations With Brands r = .46 ConsciousPreference forFeaturedBrands
- 21. 21@SentientInsight#soundscience Validation of True Implicit Impact Measures for Ad Testing 0.075 0.088 0.430 Conscious Lift (MaxDiff) Conscious Lift (MaxDiff + Fast Explicit) Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift Correlation with Volume of Social Actions (iSpotTV top 20 ads)
- 22. 22@SentientInsight#soundscience Validation of True Implicit Impact Measures for Ad Testing 0.073 0.083 0.418 Conscious Lift (MaxDiff) Conscious Lift (MaxDiff + Fast Explicit) Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift Correlation with Volume of Online Views (iSpotTV top 20 ads)
- 23. 23@SentientInsight#soundscience Validation of True Implicit Impact Measures for Ad Testing 0.152 0.167 0.516 Conscious Lift (MaxDiff) Conscious Lift (MaxDiff + Fast Explicit) Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift Correlation with Volume of Digital SOV (iSpotTV top 20 ads)
- 24. 24CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Awareness of Applications
- 25. 25@SentientInsight#soundscience@SentientInsight
- 26. 26@SentientInsight#soundscience Application: New Product Launch and Inventory Management 28 69 94 "Buyer's Judgment" Reason Based Model Alone Proportion of Emotion Model ACTUALIN-MARKET SALESFORECASTACCURACY
- 27. 27@SentientInsight#soundscience Application: Price and Package Size Optimization ACTUALIN-MARKET SALESFORECASTACCURACYWALMARTSALES 41 51 80 Reason Based Model Alone Implicit Emotion Model Alone Proportion of Emotion Model
- 28. 28@SentientInsight#soundscience SALESFORECASTACCURACY Application: Feature and Benefit Message Emphasis 79 92 Reason Based Model Alone Proportion of Emotion Model
- 29. 29@SentientInsight#soundscience@SentientInsight Executive Round Tables Day 2 Noon 1:30pm Implicit Association Workshop Day 2 5:00pm
- 30. 30CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Lets get implicit, together! www.sentientdecisionscience.com/subconsciou slab www.sentientprime.com