System 1 good; System 2 bad? - insightinnovation.org · System 1 good; System 2 bad? David Penn,...
Transcript of System 1 good; System 2 bad? - insightinnovation.org · System 1 good; System 2 bad? David Penn,...
System 1 good; System 2 bad?
David Penn, Managing Director, Conquest
Winner: 2014 Innovation in Research Methodology
Baah! Baah!
System 1 is the bit we’re not aware of, but which influences most of what we do…
…because it is wholly automatic and largely emotional
The work of Binet & Field demonstrates the power of emotional messaging in building long-term value
System 1 System 2
Emotional messaging builds long term value automatically though System 1
Sal
es U
plift
ove
r Bas
e
Rational messaging (System 2) Short term sales uplifts, but brand
unchanged. No long term reduction in price sensitivity
Emotional messaging (System 1) Brand grows stronger, leading to
long term sales increase and reduced price sensitivity
Time
60:40
Automatic Non-automatic
How should we split our marketing budget?
Our research approach should reflect this too
Automatic Non-automatic
The more we think and consider, the further we get
from our implicit mind
System 1 needs approaches which reflect fast, automatic associations, rather than slow,
explicit processes
Automatix™ combines the power of…
Metaphor Priming (implicit attitude)
Automatix™ combines the power of…
Metaphor Priming (implicit attitude)
Metaphors allow people to express their feelings automatically
I have a very warm relationship with her
I feel close to him
I jumped for joy
Metaphor
Affection
Intimacy
Excitement
Emotion
Avatar – led approach engages respondents
Respondents choose an Avatar
which appears in visual animations
Closeness
Excitement
© Copyright 2015 Conquest Research & Consultancy Ltd. All rights reserved
Enables greater intensity of response
Brand Proximity 40
1412
109
4222
6
0
5
10
15
20
25
30
35
40
10987654321
Metaphorix
Distant Close
% %
1110
181615
12
64
26
0
5
10
15
20
25
30
35
40
10987654321
Verbal scale
Close Distant
Automatix™ combines the power of…
Metaphor Priming (implicit attitude)
Priming works through prior activation
Words shown repeatedly to
each respondent
Does the word apply or not apply to the prime?
Prime
‘Time Consuming’
Target word
Once the target word appears onscreen, prior activation reduces time for it to be associated
‘Time Consuming’
Creating response-time hierarchies
! Word association with prime
! Response Time
(milliseconds)
! Consistency of Response
60:40 Pic of sheep
But what about the 40%?
Baah! Baah!
We can’t ignore System 2
Automatic Non-automatic
Research Method
Control Cell
View brand logo (Prime)
Brand Measures
(Implicit & Explicit)
Test Cell
View advertising
View brand logo (Prime)
Brand Measures (Implicit & Explicit)
Winning
Risky Honest
Optimistic Fun
Individual Inspiring Exciting
Smart Friendly Familiar
Imaginative Innovative
Different Modern
Explicit Test
Conventional testing shows a reduction in negative perceptions among non-users
Hassle Honest
Optimistic Friendly
Fun Risky
Spontaneous Familiar
Imaginative Impulsive
Innovative Individual
Time-consuming Different Modern
Explicit Control
NON-USERS
The implicit method shows that non-users have barriers to overcome before using eBay
Inspiring Honest
Exciting Smart
Dynamic Optimistic
Familiar Imaginative Innovative Individual
Spontaneous Different Modern
Impulsive Time-consuming
Implicit Control
NON-USERS
Impulsive
Dependable Friendly
Simple Exciting Winning Honest Smart
Individual Familiar
Spontaneous Imaginative
Modern Different
Innovative
Implicit Test
Advertising exposure dramatically reduces these negative perceptions of eBay
Inspiring Honest
Exciting Smart
Dynamic Optimistic
Familiar Imaginative Innovative Individual
Spontaneous Different Modern
Impulsive Time-consuming
Implicit Control
NON-USERS
Our lips are sealed
It helped us to truly understand the brand barriers and whether they’re being adequately addressed by the advertising
This research provided a vital step-change in our understanding of the role of ATL and delivered a strong case for its inclusion in our marketing mix going forward
Automatix™ allowed us to by-pass the entrenched brand beliefs that people too easily default to when asked explicitly
People use both System 1 and System 2 to process information about brands Systems 1 & 2 come from the same brain System 1 without System 2 is hard to interpret And that’s why we should integrate both
Automatix™covers all brand touch points
Ad testing AD/BrandTracking
Concept Product Packaging Retail
www.conquestuk.com
@davidpenn1