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
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