1

HOW TO DESIGN AND

ANALYZE A TRUE SUBCONSCIOUS STUDY

2

WORKSHOP AGENDA

1. SYSTEM 1 VERSUS SYSTEM 2 PROCESSING

2. INTRODUCTION TO IMPLICIT RESEARCH

TECHNOLOGIES – SENTIENT PRIMETM IMPLICIT ASSOCIATIONS

– IMPLICT VERSUS EXPLICIT TECHNIQUES & DEMO

3. RESPONDENT EXPERIENCE PARTICIPATION DEMO – http://iiex1.sentientprime.com

– http://iiex2.sentientprime.com

4. DESIGNING A SUBCONSCIOUS STUDY – SOFTWARE AS A SERVICE TRIAL

– http://try.sentientprime.com

2

3

SYSTEM 1 AND SYSTEM 2 PROCESSING

System 1 ≈ fast, automatic, impulsive, associative, emotional, and unconscious

processing ≈ limbic.

“FIRST REACTIONS”

System 2 ≈ slower, conscious, reflective, deliberative, analytical, rational, logical

processing ≈ neocortex.

“THINKING”

95%

4

IMPLICIT RESEARCH TECHNOLOGY

5

implicit research technology, n. A specialized set of indirect research tools that can reveal System 1 processing by measuring unintentional and uncontrollable responses to stimuli.

Implicit research techniques must not be direct,

deliberate, controllable self-assessments. - Nosek, Hawkins & Frazier, 2011

6

THREE EXAMPLES OF IMPLICIT RESEARCH TECHNOLOGY:

BIOMETRICS, NEURO MEASURES, IMPLICIT ASSOCIATION TYPE TESTS

BIOMETRICS

(SCR, HEART RATE)

NEURO (EEG)

IMPLICIT

ASSOCIATIONS

(SENTIENT PRIMETM,

IAT)

7 7

Diamond #2 is only 27% larger yet evokes 175% more arousal.

Diamond #2

$9,300 1.05 Carats

REID & GONZALEZ-VALLEJO (2009): BIOMETRICS COMBINED WITH ADVANCED CHOICE BASED CONJOINT

MODELS TWICE AS ACCURATE

$5,250 .83 Carats

Diamond #1

8

REID & ZHANG (2013): EEG WITH SOURCE LOCALIZATION SHOWS

IMPLICIT SELF-RELEVANCE AND LIKING OF A BRAND ACTIVATES THE AIC

500 ms

2000 ms

500 ~1500 ms Random ITI

Sensible

150 ms

9

THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR SENTIENT INNOVATION OF RESEARCH METHODS….

IMPLICIT ASSOCIATION SOLUTIONS

NEURO-BIO BUSINESS APPLICATION CHALLENGES

EXPENSIVE & SLOWER

IN-THE-MOMENT LIMITS

LACK DISCRETE EMOTIONS

MOBILE & GLOBALLY SCALABLE

COST EFFECTIVE & FAST

26 DISCRETE EMOTIONS

10

WE NEED MORE THAN OVERALL EMOTIONAL RESPONSE. SENTIENT PRIME MEASURES 26 DISCRETE EMOTIONS FOR

COMPELLING MARKETING EXECUTION INSIGHT A

RO

US

AL

VALENCE POSITIVE NEGATIVE

LOW

H

IGH

26

11 11

DON’T THINK OF A WHITE BEAR

AUTOMATIC, IRREPRESSIBLE COGNITION

12

Gawronski & Bodenhausen (2006)

SENTIENT PRIMETM USES THE PRINCIPLES OF PRIMING AND RESPONSE TIME COMBINED WITH EXPERIMENTAL DESIGN TO

MEASURE NEURAL NETWORK ASSOCIATIONS

Celebration

Warmth

Childhood

Security

13

SENTIENT POE STUDIES REVEAL HOW THE SUBCONSCIOUS (SYSTEM 1) GIVES RISE TO EMOTION AND INTERACTS WITH REASONED

TRADE-OFFS (SYSTEM 2)

Celebration

Warm

Childhood

Security

SYSTEM 1

EMOTIONALLY WEIGHTED

CONSUMER CHOICE

SYSTEM 2

7 DAYS @ DISNEY - $9,300

PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE

14

IMPLICIT VERSUS EXPLICIT DEMO

15 15

“FAST EXPLICIT” TECHNIQUES REQUIRE AN EXPLICIT

JUDGMENT (INTENTIONAL & CONTROLLABLE) AND OFTEN

MEASURE THE RESPONSE TIME (INDIRECT) – MEETING

ONLY ONE OUT THREE IMPLICIT CRITERIA

16 16

REID & DECKER (2014): TRUE IMPLICIT TECHNIQUES HAVE A DISTINCTIVE PREDICTIVE PROPERTIES FROM “FAST

EXPLICIT” TECHNIQUES

17 17

NOT ALL IMPLICIT IS CREATED EQUAL

Behavioral Economics Effects

Hierarchical Bayesian Estimation

Real-time Performance Feedback

Approach & Avoidance Behavior

18

RESPONDENT EXPERIENCE

PARTICIPATION DEMO

http://iiex1.sentientprime.com

19

PARTICIPANT EXPERIENCE

DEMONSTRATION http://iiex2.sentientprime.com

20

DATA OUTPUT

Chart

21

DATA OUTPUT

Chart

22

DESIGNING A SUBCONSCIOUS STUDY

http://try.sentientprime.com

23

APPENDIX

24 24

A RECENT HISTORY OF IMPLICIT RESEARCH

1935 1995 1998 2007 2013

SOCIAL PSYCHOLOGY

DEVELOPS THE IMPLICIT ASSOCIATION

TEST (IAT) TO STUDY

STEREOTYPES

META-ANALYSIS

VALIDATION

CONSUMER STUDIES

SENTIENT LAUNCHES

V2.0

SENTIENT PRIMETM GOES

MOBILE & CLOUD BASED.

NEURAL

EVIDENCE PUBLISHED.

AFFECTIVE PRIMING TASKS

EMERGE AS INDIRECT

MEASURES OF ATTITUDES

(FAZIO)

STROOP EFFECT

REVEALED IN COGNITIVE

PSYCHOLOGY RESEARCH

BLUE GREEN

RED BLACK

PURPLE ORANGE

BLACK FACE

OR POSITIVE

WORD

WHITE FACE OR

NEGATIVE WORD

25 25 PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE

109.2

101.5

112.1

105.9

109.2

92.9

99.7

89.5 87.9

103.9 101.9

107.0 109.0

100.2

91.4

95.4

87.1

106.4

b

EXCITEMENT, PRIDE, RELIEF AND THE ABSENCE OF ANXIETY CHARACTERIZED CUSTOMER FEELINGS VS. PROSPECTS

EMOTIONS FOR CUSTOMERS VERSUS PROSPECTS

Sadness Guilt Shame Anxiety Excitement Satisfaction Pride Gratitude Relief

a

b

Alpha indicates significant difference between segments at 90% confidence level. Sentient Prime Discrete Emotional Associations

b

CUSTOMERS PROSPECTS

* RESULTS ARE FOR ILLUSTRATION ONLY