Secrets and lies sept 18 1

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Secrets & Lies The Hidden World of the New Consumer

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Transcript of Secrets and lies sept 18 1

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Secrets & LiesThe Hidden World of the New Consumer

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Why another study about consumers?

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McCann 2012: The

Truth About Youth

“Globally young people

are motivated by the

need for connection,

relationship and

community.”

So Much of Traditional Research Tells Us the Same Thing Over and Over

Ogilvy 2011: Ogilvy Earth“In this study we found that 82% of Americans have good “green intentions.”

Time Magazine: 2012“Families that eat dinner together are happier and healthier.”

COMMUNITY

IS IMPORTANT

ENVIRONMENT IS IMPORTANT

FAMILY IS IMPORTANTDraft

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The Problem: Too often consumers either can’t or won’t tell us about their deepest inner wants and needs.

Problem

"Ninety-five percent of thought, emotion, and learning occur in the unconscious mind--that is, without our awareness.”

-Gerald Zaltman, Ph.D. Harvard Business School

“I drive Dodge Ram because it is safe, reliable and well

built.”

What he says…

What he doesn’t say…

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A Pilot Study to Break New Ground

Our Objectives:• “Resist the Usual”

– Take a fresh approach to break new ground and go beyond the obvious

• A Deeper Understanding– Go beyond ‘surface’ research methods to focus on

deep motivators • Look for universals and unifiers – not just what

makes people different. Is there a “new mainstream?”

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Methodology

What You’ve Seen Before• Quantitative study (online) in

USA, Brazil and China• Total sample size of 900

(N=300/country)• Representative sample in USA• A,B and C social classes in

China and Brazil• Questionnaire topics

– Personal values– Personal and brand attitudes– Brand ratings (USA)– Demographics

What You Probably Haven’t Seen Before

Direct (Explicit) Questioning

AND…

Implicit Questioning

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About Implicit Measurement

“…We all have our conscious attitudes. This is what we choose to believe. These are our stated values, which we use to direct our behavior deliberate….But the IAT (Implicit Association Test) measures something else. It measures our second level of attitude, our attitude on an unconscious level – the immediate, automatic associations that tumble out before we’ve even had time to think.”

Malcolm Gladwell, Blink

Solution

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About Implicit MeasurementSolution

What It IsThe Implicit Networks test measures unconscious consumer attitudes. How it Works:What resonates with us unconsciously captures our immediate attention. This process can be measured – and that’s exactly what the Implicit Networks test does.

An ExampleImagine you are trying to have a conversation at a noisy, crowded party and you overhear your name being mentioned across the room. This captures your attention and distracts you from your conversation. We mimic this in research by asking you to do a task while showing you words (in this case values) that may or may not be distracting to you. The longer it takes you to do the task, the more unconsciously important the idea is to you.

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What The Implicit Networks Test Looks Like

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We Partnered with a Leading Expert in Implicit Measurement

• Dr. Joel Weinberger collaborated with us on the design and execution of the study.

• Dr. Weinberger is a clinical, personality and motivation psychologist, partner in Implicit Strategies, and Professor at the Derner Institute for Advanced Psychological Studies, Adelphi University.

“Unconscious thought predicts long term and spontaneous behavior, whereas conscious thought predicts short term, focused behavior.”

Dr. Weinberger

Joel Photo Here

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What We Asked Consumers to Do

Implicit Networks Test Implicit Emotions Test

Regular (Explicit) Survey Questions

“…In this test you will see a word printed in one of four colors: yellow (YELLOW), Red (RED), Blue (BLUE) or Green (GREEN.) Your task is to ignore the meaning of the word and indicate the color it is printed in.”

The more active a word is in your brain, the harder it is to ignore and therefore the longer it will take you to correctly identify word with color.

This test presents respondents with a stimulus —too quick to register consciously but slow enough to make its mark unconsciously. This is followed by a relatively neutral stimulus presented so that the person can consciously see it. The respondent is then asked to rate a series of statements about it.

The answers are biased emotionally by the first stimulus, but the person does not know it.

THIS IS CORRECT

Regular (Explicit) Survey Questions

Personal Values Brands

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Questionnaire Flow

25 Minutes in USA, 15-20 Elsewhere• Implicit Values (Color Test)• Explicit Values (Importance Scale)• Implicit Brands (IET)• Explicit Brands (Overall Rating Scale)• Explicit Attitudes• Classification• OR CALL IT THE COLOR TEST BUT NOT THE IAT

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What We Found

1. Values: The Secret WorldWhat consumers say is important is often the opposite what truly is important.

2. Brands: Silent Grudges, Secret CrushesConsumers often hide their true feelings about

brands.

3. Zeitgeist: Meet Generation WorldA new consumer mainstream is emerging who defy classification into traditional segments or demographics groups.

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The Secret World

“In each of us there is an other whom we do not know.”

Carl Jung

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15Total: USA, China and Brazil

World Total

Conscious Ranking

World Total Unconscious

RankingMeaning in Life 1 Sexual Satisfaction 1Choosing your own path 2 Respect for tradition 2Helping Others 3 Environmentalism 3Environmentalism 4 Helping Others 4Success 5 Wealth 5Maintaing Security 6 Meaning in Life 6Respect for tradition 7 Indulgence 7World Peace 8 Choosing your own path 8Fame 9 Maintaing Security 9Pleasure 10 Fame 10Excitement 11 Self-Interest 11Fitting into society 12 World Peace 12Self-Interest 13 Excitement 13Sexual Satisfaction 14 Fitting into society 14Indulgence 15 Success 15Wealth 16 Pleasure 16

Globally, Conscious vs. Unconscious Rankings Have Little in Common

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World Total

Conscious Ranking

World Total Unconscious

RankingMeaning in Life 1 Sexual Satisfaction 1Choosing your own path 2 Respect for tradition 2Helping Others 3 Environmentalism 3Environmentalism 4 Helping Others 4Success 5 Wealth 5Maintaing Security 6 Meaning in Life 6Respect for tradition 7 Indulgence 7World Peace 8 Choosing your own path 8Fame 9 Maintaing Security 9Pleasure 10 Fame 10Excitement 11 Self-Interest 11Fitting into society 12 World Peace 12Self-Interest 13 Excitement 13Sexual Satisfaction 14 Fitting into society 14Indulgence 15 Success 15Wealth 16 Pleasure 16

Even looking at the #1 – meaning and sex are very different. And #2 (choosing your own path and respect for tradition) are very different.

Globally, Conscious vs. Unconscious Rankings Have Little in Common

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Oprah Tony Soprano?

Meets

Is This the Real American Consumer Psyche?Top 3 Values, USA

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USAConscious Rank Unconscious Rank

Helpfulness   1 16Choosing Your

Own Path  2 10

Meaning in Life   3 12Maintaining

Security  4 1

World Peace   5 15Pleasure   6 8

Respect for Tradition  

7 3

Excitement   8 11Success   9 14

Sexual Fulfillment  

10 2

Environmentalism  

11 13

Self-Interest   12 5Wealth   13 7

Fitting into Society  

14 4

Indulgence   15 9Fame   16 6

Conscious and Unconscious Motivators are Independent – and Sometimes Oppose Each Other

Values that are highest ranked consciously are among the lowest unconsciously

Values that are lowest ranked consciously are ranked much higher unconsciously

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The Same Pattern Holds True Across All 3 Countries

USAConscious

RankUnconscious

RankHelpfulness   1 16

Choosing Your Own

Path  2 10

Meaning in Life   3 12

Maintaining Security   4 1

World Peace   5 15Pleasure   6 8

Respect for Tradition   7 3

Excitement   8 11Success   9 14

Sexual Fulfillment   10 2

Environmentalism   11 13

Self-Interest   12 5Wealth   13 7

Fitting into Society   14 4

Indulgence   15 9

Fame   16 6

BRAZIL

Conscious

RankUnconscious

RankSecurity 1 15

World Peace 2 11

Meaning in life 3 6

Choose own path 4 4

Pleasure 5 16

Environmentalism 6 7

Helpfulness 7 5

Success 8 13Excitement 9 14

Sex Fulfillment 10 3

Self interet 11 9

Tradition 12 1

Fit into society 13 8

Wealth 14 12

Indulgence 15 2

Fame 16 10

CHINA

Conscious Rank

Unconscious Rank

Pleasure 1 13

Security 2 4

Meaning in life 3 8

World Peace 4 2

Choose own path 5 12

Fit Society 6 14

Success 7 11

Environmentalism 8 2

Helpfulness 9 3

Wealth 10 6

Respect tradition 11 9

Self Interest 12 10

Fame 13 7

Excitement 14 5

Sex 15 1

Indulgence 16 15

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An aha…

Each of us is a bundle of the same conflicting emotional hungers.

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Implication: A New View of the Consumer Psyche?

From: Inner UniformityPutting people into themed lifestyle and values buckets and expecting them to behave in uniform ways:

To: Inner DiversityPeople have a broad range of conflicting motives and belong to many segments simultaneously

We expeCt her to have buying habits consistent with Soccer Mom persona• Mini van• Starbucks• House in Suburb• Mom jeans

Buying habits reflect disparate persoNnA:• Gamer• Goth• Mother• Yoga-enthusiast• Gun owner

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What We Found

1. Values: The Secret WorldWhat consumers say is important is often the opposite what truly is important.

2. Brands: Silent Grudges, Secret CrushesConsumers often hide their true feelings about

brands.

3. Zeitgeist: Meet Generation WorldA new consumer mainstream is emerging who defy classification into traditional segments or demographics groups.

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We Looked 15 Brands in the USA

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Top 5 Conscious Brands: “The Usual Suspects”

Conscious Top Box Ranking

Amazon 1

Google 2

Apple 3

Microsoft 4

Target 5

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As With Values, We See That Conscious vs. Unconscious Brands Rankings Don’t Match

Unconscious Top Box Ranking

Target 1

Amazon 2

Facebook 3

Wholefoods 4

National Inquirer 5

Conscious Top Box Ranking

Amazon 1

Google 2

Apple 3

Target 4

Whole Foods 5

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As with Values, Brand Ratings Often Oppose One Another

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The Conscious-Unconscious Brand Landscape

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Implication: Another Side of Brand Equity?

Can tapping ‘unconscious’ brand equity help us anticipate problems and/or find untapped

potential?

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What We Found

1. Values: The Secret WorldWhat consumers say is important is often the opposite what truly is important.

2. Brands: Silent Grudges, Secret CrushesConsumers often hide their true feelings about

brands.

3. Zeitgeist: Meet Generation WorldA new consumer mainstream is emerging who defy classification into traditional segments or demographics groups.

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“Do I contradict myself? Very well then, I contradict myself. I contain multitudes.”

Walt Whitman

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So is there anything that actually unifies consumers globally?

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The Top Shared Attitudes Are in Line with Individuality and Self-Empowerment

Globally 42%Indicate self-directedness and comfort with a multi-faceted, complicated identity.

Top 5 out of 38 Global Attitudes(50%+ Agreement)

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We’ve Been Calling this Group “Generation World”

“We live in a time defined not by digital natives and immigrants but by Generation World. A universe where age, borders and demographics mean less than shared values. An epoch where traditional segmentation means little as communities and interest groups form and coalesce in a multi-hued tapestry never before seen.”

Y&R CEO David Sable

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Defining “Generation World”

Top 5 Global Attitudes

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Disagree Agree

42%40%

1. People should be able to marry, live and work however they want2. It's up to me to get what I want in life3. My age doesn't define me; it is not central to who I am4. My identity -- who I really am -- is a work in progress5. Success is about how you see yourself, not how other people think of you

“Generation World”

NOT “Generation

World”

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Unifier #1: Individuality

• Comprise many segments but fully explained by no single one

• Don’t feel the need to conform to traditional social norms

• They “drop in on” and migrate between different ways of living

• They have fluid, rather than fixed identities

• And mix and match seemingly disparate choices

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#2: Ageless and Borderless

36%

46%

18%

USABrazilChina

Age 18-34

Age 35+

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

45%

55%

“I would like to spend a year in a foreign country”: 61%

“My age doesn’t define me, it’s not central to who I am”: 83%

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#3. Empowered by Technology & Connectivity

0%10%20%30%40%50%60%70%80% 68% 73%

51%53%

31%22%

Generational WorldNot Generation World

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The Problem:

They feel like marketers don’t get them:

“I approve of the way people like me are portrayed in

marketing and advertising”

Global: 29%USA: 11%

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Implication

Is it time as marketers that we stop worshipping at the altar of “single-mindedness”?• In targeting:

– Finding universal conflicts vs. homogenous segments?

• In branding and communication:– Speaking to universal tensions vs. singular ideas?

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Summing Up…

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So in Sum, We Are Hypothesizing Some SeiSmic Shifts…

A new view of the consumer psyche– As individuality grows, can we accept the

paradoxical nature of consumer motivations?

A new side, unexplored side of brand equity– The silent side of brand attitudes may have lessons

to teach us about the paradoxical nature of brands.

Replacing ‘single-minded’ as the marketing ideal:– We must go in search of universal consumer

conflicts and universal brand tensions.

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Thank You