Pawel ciecek neuroscience - 2011

[1 ]

A presentation from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011

The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more information about Zinc Research visit www.zincresearch.com

For more information about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material

‘PostNeuro Revolution Practical approach to implicit research’

Paweł Ciercek, Millward Brown

Paweł Ciercek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011

Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011

PostNeuro Revolu-on Prac-cal approach to

implicit research

[4 ]

R E V O L U T I O N ( )


[5 ] Paweł Ciacek, Millward Brown, Poland

NewMR Neuroscience, Biometrics and MR – April 15 2011

[6 ]

What is the difference?

[7 ]

How does explicit and implicit relate to one another?


[8 ]

What do Chinese think?

丰富 Zhou & Wang 2007


[9 ]

Do Australians vote with their hearts or their heads?

Who do you think would be the beIer Prime Minister of Australia?

Julia Gillard 59%

Tony AbboI 41%

Who is...

Trustworthy

Qualified to run the country

Honest

Capable

57%

55%

55%

57%

43%

45%

45%

43%

Data collected prior to the election


[10 ]

Implicitly, AbboI won the more “ra-onal” baIle: more ‘Trustworthy’, ‘Qualified’ and ‘Patrio?c’.

PASSIONATE SAFEKEEPER PROTECTOR

SINCERE FAKE

UNINSPIRING CAPABLE

AUSTRALIAN INEXPERIENCED

WEAK POWERFUL NEGLIGENT PATRIOTIC QUALIFIED

TRUSTWORTHY Strong Moderate Slight

More associated with Gillard AbboX


[11 ]

146

69

-‐150

-‐100

-‐50

0

50

100

150

Julia Gillard Tony AbboX * significantly different from Baseline

*

On a purely emo?onal ‘gut reac?on’ level, Gillard was the clear winner

*

*

* significantly difference between cells


[13 ]

Posi-ve/ Negative Emo-ons

Dialog

Product

Cogni-ve Engagement

Into Marka

Pay off

What do we measure?


[14 ]

Pepsi Sound


Emotional response is also compromised as the ad accelerates – perhaps due to confusion or a response to the ‘rush’ of images

Copyright 2009, EmSense confidential 15

50

-50

-25

25

0 30 sec

Cans in ice

Grabs one

Guitar riff

Laces shoe

Opens can

Fan turns

Lights on

Amp / shhh

Drinking

Goal / car

exterior

Sighing, Yelling, Cheering

Rapid montage

“And that’s how it begins"

"I Can"

Unzips jacket

Fastens seatbelt

Plugs into amp

Coin toss

Fizzing

Dribbling / rear tire

Drum pedal / female

eye

Ahh! Second can

opening

Ahh! "Pepsi"

29

13

-25 -33

37

47

38

-26

30 38

46

-12

-30

-10

38

-9

-20

-31 -38

-29 -21

18 23

33

14

As the sounds begin to form music, positive

emotions rise

…but then reward with the final branding

As the ad speeds up, viewers feel

negative emotions…

[16 ]

Pepsi Sound trace


[18 ]

When it is worthwhile to apply implict tools?

1.  When it is difficult to ask direct ques?ons (not able to express, feelings, emo?ons)

2.  More granurality in results 3.  When we look for transis?ent

reac?ons



Thank you

[20 ]

Q & A

Paweł Ciercek Millward Brown

Ray Poynter The Future Place


[21 ]

A presentation from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011

The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more information about Zinc Research visit www.zincresearch.com

For more information about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material

‘PostNeuro Revolution Practical approach to implicit research’

Paweł Ciercek, Millward Brown

Paweł Ciercek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011

Pawel ciecek neuroscience - 2011

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