studying hidden drivers of decision making through implicit research technology - sentient decision...
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Presented by Aaron Reid, Chief Behavioural Scientist, Sentient Decision Science & Stephen Springfield,Sr. Director, Marketing Innovation, PepsiCo/Frito-Lay at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.netTRANSCRIPT
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
MOBILE IMPLICIT RESEARCH
2
FRITO-LAY’S HOUSE OF BRANDS IS QUITE CROWDED
Symphony IRI Group, ILD, MULOC, 52wks, ending 12/30/12, PEP Share of Salty Snacks
3
NEW GROWTH MUST COME FROM NEW CATEGORIES
4
…BUT HOW FAR IS TOO FAR TO REACH?
5
BY ALL STANDARDS, A SUCCESS!
600MM sold (>1MM per day)
20-50% price premium
Most successful launch in Taco
Bell’s 50 year history
6
HOW DO WE REPLICATE THIS SYNERGY?
7
EQUITY “PARTNERS” WORK TO PULL THE BRAND
AWAY FROM THE PRODUCT?
8
…HOWEVER, THE RIGHT FIT IS CRITICAL
IMPACT TO BUSINESS “How will our brand impact product acceptance in this
category?”
IMPACT TO BRAND “How will adding this new
product impact brand perception?”
“How will partnering with Brand A vs. Brand B moderate either of these?”
9
KNOWING THE QUESTIONS HAS BEEN AS
CHALLENGING AS GETTING THE ANSWERS
Formulated Response vs. Decision-Level Judgment
Access to Target Audience
Representative Sample
Product Fit vs. Brand Fit
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
MOBILE IMPLICIT
RESEARCH
TECHNOLOGY
11
CAN’T SAY / WON’T SAY ISSUE IN RESEARCH
CAN’T SAY WON’T SAY
12
SYSTEM 1 AND SYSTEM 2 PROCESSING
System 1 ≈ fast, automatic, impulsive,
associative, emotional, and unconscious processing ≈ limbic.
“FIRST REACTIONS”
System 2 ≈ slower, conscious, reflective,
deliberative, analytical, rational, logical processing ≈ neocortex.
“THINKING”
95%
13
NEURO AND PHYSIO TECHNIQUES TAKE A BITE OUT OF THE
CAN’T SAY WON’T SAY ISSUE
Campaign B Campaign C
Falk, Berkman & Lieberman 2012, Psychological Science
Campaign A
DO WE NEED TO PUT PEOPLE IN THE fMRI TUBE
TO GET THIS KIND OF IMPLICIT INSIGHT?
14
THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR
SENTIENT INNOVATION OF RESEARCH METHODS….
ONLINE IMPLICIT
RESEARCH TECHNOLOGY
SOLUTIONS
NEURO-PHYSIO BUSINESS
APPLICATION ISSUES
EXPENSIVE & SLOW
NON-REPRESENTATIVE
LACKS
DISCRETE EMOTIONS GLOBALLY
SCALABLE
COST EFFECTIVE
& FAST
26 DISCRETE
EMOTIONS
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE 15
A RECENT HISTORY OF IMPLICIT RESEARCH
1935 1995 1998 2007 2013
SOCIAL
PSYCHOLOGY
DEVELOPS
THE IMPLICIT
ASSOCIATION
TEST (IAT)
TO STUDY
STEREOTYPES
PSYCH
REVIEW META-
ANALYSIS
VALIDATION
CONSUMER
STUDIES
EMERGE
MOBILE,
CLOUD BASED
IMPLICIT
TECHNOLOGY
EMERGES,
NEURAL
EVIDENCE
PUBLISHED
AFFECTIVE PRIMING TASKS
EMERGE AS INDIRECT
MEASURES OF ATTITUDES
(FAZIO)
STROOP
EFFECT
REVEALED IN
COGNITIVE
PSYCHOLOGY
RESEARCH
BLUE GREEN
RED BLACK
PURPLE ORANGE
BLACK FACE
OR POSITIVE
WORD
WHITE FACE OR
NEGATIVE WORD
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE 16
NEURAL EVIDENCE: GREATER MPFC AND INSULA ACTIVITY
OBSERVED FOR PREFERRED AND SELF-RELEVANT BRANDS IS
HIGHLY CORRELATED WITH ONLINE IMPLICIT MEASURES
IMPLICIT PRIMING
TECHNOLOGY
NEUROPHYSIOLOGICAL
MEASURES
RESEARCH FROM THE LAB IS USED TO DEVELOP, VALIDATE AND REFINE
MARKET RESEARCH TECHNIQUES
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
FOODSERVICE BRAND
EXTENSION STUDY
18
Gawronski & Bodenhausen (2006) Psychological Bulletin
Bold
Energetic
Exciting
Rebellious
BEHAVIORAL IMPLICIT TECHNIQUES USING PRIMING AND
RESPONSE TIME TO MEASURE NEURAL NETWORKS
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE 19
FOODSERVICE BRAND EXTENSION TARGET AUDIENCE
THE MOBILE 18-34 YEAR OLD CONSUMER
15%
76%
37%
20
PEPSICO DEMO
IMPLICIT RESEARCH TECHNOLOGY THAT DETECTS THE DEVICE AND
SERVES THE UI AND BEHAVIORAL RESPONSE MEASURES
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE 21
BEHAVIORAL SCIENCE ADVANCES
Behavioral
Economics
Hierarchical Bayesian
Estimation
Performance
Feedback
Approach &
Avoidance Behavior
EXAMPLE OF INSIGHTS (ILLUSTRATION ONLY)
Lift in preference from pairing with Frito Lay brand
Additional lift from customer brand
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
BROADER APPLICATION:
GETTING THE “WHY”
BEHIND THE BEHAVIOR
24
SEAMLESS INTEGRATION WITH MOBILE SURVEY TECHNOLOGY
PROVIDES THE WHY BEHIND THE BEHAVIOR
THE WHERE • IN –SITU DATA CAPTURE OF
CONSUMPTION MOMENTS AND SHOPPING OCCASIONS
THE WHAT: • TRACKING THE
BEHAVIORS
• TAPPING CONSUMER AND SHOPPER EMOTIONS ALONG THE PATH TO PURCHASE
THE WHY: • REVEALING THE
SUBCONSCIOUS MOTIVATIONS BEHIND CONSUMER AND SHOPPER BEHAVIOR
• ADVANCED EXPLANTORY MODELS OF “WHYS” BEHIND CONSUMPTION AND SHOPPER PURCHASE
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry