Implicit Concept Testing

Three Keys to Broader Adoption of Consumer

Neuroscience

1. Sound Science 2. Application

Awareness 3. Market Validation

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

SOUND DECISION SCIENCE

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Use a quantitative model of how emotion and reason combine

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EMOTIONALLY WEIGHTED CONSUMER CHOICE

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The applications are vast – we need to spread the word

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Concept Testing Case Study

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TIER 2: EMOTIONALLY-WEIGHTED CHOICE

(SYSTEM 1 + SYSTEM 2)

TIER 1: EMOTIONAL APPEAL

(SYSTEM 1)

Two Tiers of Concept Testing: Depending on Precision Required

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METRICS

CONCEP

T A

CONCEP

T B

CONCEPT

C

CONCEPT

D

CONCEPT

E

CONCEP

T F

CONCEP

T G

CONCEPT

H

CONCEP

T I

CONCEP

T J

Emotional Appeal 23.7 22.8 21.4 20.7 20.7 18.6 17.9 16.0 15.1 14.7

Relative Sales in Market

$23.5M $19.0M $17.8M $17.3M $17.2M $15.4M $14.9M $13.3M $12.6M $12.2M

Overall Brand Fit

Score118.5 113.4 115.4 113.9 105.9 106.6 119.5 121.6 113.0 111.8

Strongest Implicit

Association

Great Tasting Fun Heritage Original Pure Exclusive Great

Tasting Social Great Tasting Pure

Delivering for the Business and Brand: Concept Performance Scorecards were the Summary Output

CONCEPT PULSE™ SCORECARD

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90.0

100.0

ASSOCIATION 16ASSOCIATION 1

ASSOCIATION 2

ASSOCIATION 3

ASSOCIATION 4

ASSOCIATION 5

ASSOCIATION 6

ASSOCIATION 7

ASSOCIATION 8ASSOCIATION 9

ASSOCIATION 10

ASSOCIATION 11

ASSOCIATION 12

ASSOCIATION 13

ASSOCIATION 14

ASSOCIATION 15

AUTO

MATIC ASSO

CIATION

S

The automatic (non-conscious) associations were quantified revealing implicit consumer connections with the product concept

Masked Concept Image

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-15 -10 -5 0 5 10 1575

80

85

90

95

100

105

110

115

120

125

POINT OF DIFFERENCE VS. COMP.

STR

ENG

HT

OF

ASS

OCI

ATI

ON ASSOCIATION 11

ASSOCIATION 10

ASSOCIATION 15

ASSOCIATION 12

ASSOCIATION 1

ASSOCIATION 7

ASSOCIATION 6

ASSOCIATION 5ASSOCIATION 4

ASSOCIATION 3

ASSOCIATION 2

ASSOCIATION 14ASSOCIATION 13

ASSOCIATION 8

ASSOCIATION 16

ASSOCIATION 9

Size Of Bubble = Importance of the Association with Existing Brand

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Many new concepts involve existing brands, so fit diagnostics on important associations were provided for brand analysis

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1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% 5.5% 6.0%78.0

79.0

80.0

81.0

82.0

83.0

84.0

85.0

86.0

PERFORMANCE VS. FIT

AVG UNIT SHARE OF PREFERENCE

FIT

WIT

H B

RA

ND

CH

OIC

E D

RIV

ERS

A

Enabling a more robust business performance/brand fit analysis

Y-AXIS = AVG. STRENGTH OF ASSOCIATIONS RELATIVE TO PRE-DETERMINED BRAND BENCHMARKS

E

F

AC

BD

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$1.00 $1.19 $1.49 $1.69 $2.00 $2.19 $2.49 0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

10.0%

PRICE ELASTICITY

price per unit

esti

mat

ed u

nit

shar

e

Mean standard error is +/- 0.77 at 95% confidence; on average, differences are statistically significant at +/- 1.54

+49% $/UNIT +13.4% $/UNIT

-40.9% UNIT

FALLOFF

-17.1% UNIT

FALLOFF

We then generated price elasticity curves, revealing demand

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BASE CONCEPT A CONCEPT B CONCEPT C CONCEPT D CONCEPT E CONCEPT F CONCEPT G CONCEPT H

34.0

26.4 21.8

27.5 29.4 30.0 31.0 31.7

24.5

7.52 12.11

6.44 4.51 4.00 2.98 2.22

9.44

5.33

13.48

4.57 3.60 3.79 2.41 2.18

9.49

CORECANNIBALIZEDINCREMENTAL

ESTI

MAT

ED U

NIT

S (m

m)

The quantitative data shows source of volume/incrementality

INCREMENTAL GROWTH

Client Perspective on Use

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Implicit picked the winning concept and provided a more accurate forecast of business results – because it quantified the visceral reaction

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Biggest Launch in 7-Eleven’s History2nd Best-Selling SKU

617.3MM impressions (earned)Run-rate is 3X Forecast

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Implicit brand fit analysis moved our innovation from a product with a Doritos endorsement to a new sub-brand that leveraged the “boldness” of Doritos: Doritos Loaded!

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Early concept “product”

positioning:Crunchers, or

Poppers

Implicit insights said dial up the Bold!

LaunchedAs Doritos

Loaded

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The implicit profiling revealed which partners to launch with next and where to take innovation for our other brands

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Mobile, Global, Scientific Measurement of the Non-

Conscious

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