1. 1. Getting Explicit about Implicit
2. 2. 2@SentientInsight#soundscience The Subtext of the Super Bowl 2015 (Reid & Decker)
3. 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. 4@SentientInsight#soundscience@SentientInsight Sound Science Market Validation Awareness of Applications
5. 5. 5CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Sound Science
6. 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. 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. 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. 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. 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. 11. 11CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Market Validation
12. 12. 12 BIOMETRICS NEURO (EEG) SENTIENT PRIME Implicit Associations Research on Research for the Advancement of our Industry
13. 13. 13@SentientInsight#soundscience Implicit Ad Testing The SubtextTM of the Super Bowl (Reid & Decker, 2015) POWERED BY
14. 14. 14@SentientInsight#soundscience ONLINE PLAYS: 1,586,543 SOCIAL ACTIONS: 632,421 DIGITAL SOV: 11.01%
15. 15. 15@SentientInsight#soundscience ONLINE PLAYS: 730,290 SOCIAL ACTIONS: 35,040 DIGITAL SOV: 2.17%
16. 16. 16@SentientInsight#soundscience We measured the impact on over 50 brands from 61 ads
17. 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. 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. 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. 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. 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. 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. 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. 24. 24CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Awareness of Applications
25. 25. 25@SentientInsight#soundscience@SentientInsight
26. 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. 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. 28@SentientInsight#soundscience SALESFORECASTACCURACY Application: Feature and Benefit Message Emphasis 79 92 Reason Based Model Alone Proportion of Emotion Model
29. 29. 29@SentientInsight#soundscience@SentientInsight Executive Round Tables Day 2 Noon 1:30pm Implicit Association Workshop Day 2 5:00pm
30. 30. 30CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC. Lets get implicit, together! www.sentientdecisionscience.com/subconsciou slab www.sentientprime.com