transcript
- 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