Keynote: "Cracking the Code of Human Behavior"

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Keynote: "Cracking the Code of Human Behavior"

  1. 1. © 2014. All Rights Reserved. Emotions Matter! Part 1
  2. 2. © 2014. All Rights Reserved. Fear = Freezing
  3. 3. Moving Beyond Won’t or Can’t Say © 2013. All Rights Reserved. What % of mental activity is subconscious? 95% of mental activity is subconscious. Thoughts & Self-reported Feelings Intuitive Emotions 3
  4. 4. SENSE – FEEL – think- DO 4 © 2013. All Rights Reserved. ©Sensory Logic 2012
  5. 5. Brain Exchange: 10x Ratio © 2013. All Rights Reserved. Emotional Rational (10%) 5
  6. 6. Testing Issues © 2014. All Rights Reserved. Effectiveness Success Rate % 80 70 60 50 40 30 20 10 0 “Cases with favorable pre-testing results did significantly worse in market than those that were not tested.” Binet and Field, Marketing in the Era of Accountability, 2007 71% 44% Not Pre-tested Pre-tested
  7. 7. The Future of Marketing 20th Century © 2013. All Rights Reserved. 21st Century Information Satisfaction Talking Points Feeling Points On-Message On-Emotion 7
  8. 8. Step Closer… Step Ahead. Traditional Economics rational verbal conscious vs. © 2014. All Rights Reserved. Behavioral Economics sensory emotive non-verbal subconscious rational verbal conscious
  9. 9. © 2014. All Rights Reserved. Part 2 QUANTIFYING EMOTIONS: FACIAL CODING
  10. 10. Mona Lisa © 2014. All Rights Reserved.
  11. 11. Mona Lisa © 2014. All Rights Reserved.
  12. 12. © 2013. All Rights Reserved. “Lie to Me”
  13. 13. History of Facial Coding • Scientific Theory: Charles Darwin – Universal – Spontaneous – Abundant Science 1872 • Theory Refined: Paul Ekman, Ph.D. – 43 facial muscles, express universal core emotions Psychology © 2013. All Rights Reserved. • Business Inventor: Dan Hill, Ph.D. – Pioneer in using facial coding to create emotional metrics – U.S. Patent Portfolio Business 1965 1998
  14. 14. History of Facial Coding 2011 2005 © 2013. All Rights Reserved. Which tool will have the most transformative impact on MR? 2010 “The reviewers felt that neuroscience suggests that neurological methods (fMRI)and facial coding are best suited to assess the emotional valence of viewer reactions” 2009-2011 - The ARF NeuroStandards Collaboration Project
  15. 15. Sales Correlation to Super Bowl TV Spots © 2013. All Rights Reserved. Seventeen automotive TV spots were analyzed over the past 3 years. Facial Coding Facial Coding .6112 Electroencephalography (EEG) EEG Rating USA Today .0003 .232
  16. 16. © 2014. All Rights Reserved. Part 3 FROM FLEETING TO ENDURING: PERSONALITY
  17. 17. The Problem In general, “evidence indicates that demographic measures, outside of education, are not an accurate predictor of consumer behavior.” Sales/Marketing Management (11/09) © 2014. All Rights Reserved. Only 15% of major companies surveyed derive real value from creating segmentation typology. (Marakon 2006) Only 6% of marketers have excellent knowledge of customers, 51% have fair to little knowledge. (CMO Council 2008)
  18. 18. Solution: Big 5 Traits Model “Surprisingly, most marketers have no idea how well the Big 5 can predict consumer behavior. The Big 5 predict attitudes, values, selfconcepts, and motivations.” © 2014. All Rights Reserved.
  19. 19. Myers-Briggs Inadequate © 2014. All Rights Reserved. 19
  20. 20. The Elements © 2014. All Rights Reserved. “The fifth element is mud.” -Napoleon Bonaparte 20
  21. 21. Male Version: Big 5 Examples Openness Conscientiousness Agreeableness © 2014. All Rights Reserved. Extraversion Neuroticism
  22. 22. Female Version: Big 5 Examples Openness Conscientiousness Agreeableness © 2014. All Rights Reserved. Extraversion Neuroticism
  23. 23. Traits by State Neuroticism Openness © 2014. All Rights Reserved. Extraversion • States that vote Democratic tend to be higher on openness and extraversion, vs. conscientiousness for Republicans Source: Gosling, Snoop: What Your Stuff Says About You
  24. 24. White vs. Wheat Bread © 2014. All Rights Reserved.
  25. 25. White Bread Supporters 1 – White Bread Traditionalists Emotional Profile True Smile Robust Smile 13% 0% 0% 2 – White Bread Neutralists Emotional Profile True Smile 13% 0% Micro Smile Surprise 0% Surprise 7% Dislike 87% 7% 0% 1% 4% 39% Sadness 29% Anxiety 0% Dislike 21% Frustration 15% Skeptical 23% Sadness 4% Weak Smile Micro Smile Skeptical 20% 0% Robust Smile Weak Smile © 2014. All Rights Reserved. 50% 100% 5% Frustration 27% Anxiety 80% 6% 0% 50% 100% Traditionalists exhibit 2x more sadness than any of the other three segments. Meanwhile, the Neutralists are notable for showing 1/3rd more dislike than any other segment.
  26. 26. Whole Wheat Supporters 3 – Healthy Whole Wheaters 4 – Sophisticated Whole Wheaters Emotional Profile True Smile Robust Smile Emotional Profile 12% 0% 6% © 2014. All Rights Reserved. True Smile 45% 0% Robust Smile 36% Weak Smile 0% Weak Smile Micro Smile 0% Micro Smile 0% Surprise 0% Skeptical 0% Surprise 6% Skeptical 12% Dislike Sadness 10% Dislike 0% 55% 12% 0% 21% Sadness Frustration Anxiety 9% 50% 88% 100% 9% Frustration 18% Anxiety 55% 6% 0% 50% 100% The Healthy Whole Wheaters are most notable for having 2x more frustration than any other segment. Sophisticated Whole Wheaters, in contrast, are all about enjoyment.
  27. 27. © 2014. All Rights Reserved. Part 4 SUMMARY
  28. 28. Facial Coding: Big Micro Data © 2014. All Rights Reserved. • Walmart’s transaction • Walmart’s transaction databases – 2.5 databases – 2.5 petrabytes petrabytes • 40 billion Facebook • 40 billion Facebook photos photos • Amount of digital • Amount of digital information increases 10x information increases 10x every 5 years every 5 years 28
  29. 29. And Then You and the Client Can Be (Really) Smiling © 2014. All Rights Reserved. True Fake Fake Fake True Fake True Fake True Fake Fake Fake True True True
  30. 30. Go Deeper Than Online Behavior or Social Media Chatter © 2013. All Rights Reserved. Emotions Immediate Lifetime Personality Traits Values
  31. 31. © 2014. All Rights Reserved.

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