October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
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PREMIERE SPONSOR

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MOBILE IMPLICIT RESEARCH

PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
FRITO-LAY’S HOUSE OF BRANDS IS QUITE CROWDED

Symphony IRI Group, ILD, MULOC, 52wks, ending 12/30/12, PEP Share of Salty S...
NEW GROWTH MUST COME FROM NEW CATEGORIES

3
…BUT HOW FAR IS TOO FAR TO REACH?

4
BY ALL STANDARDS, A SUCCESS!

 600MM sold (>1MM per day)
 20-50% price premium
 Most successful launch in Taco
Bell’s 5...
HOW DO WE REPLICATE THIS SYNERGY?

6
EQUITY “PARTNERS” WORK TO PULL THE BRAND
AWAY FROM THE PRODUCT?

7
…HOWEVER, THE RIGHT FIT IS CRITICAL
“How will partnering with Brand A vs. Brand B moderate either of these?”

IMPACT TO BU...
KNOWING THE QUESTIONS HAS BEEN AS
CHALLENGING AS GETTING THE ANSWERS
Formulated Response
vs. Decision-Level Judgment

Repr...
MOBILE IMPLICIT
RESEARCH
TECHNOLOGY

PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
CAN’T SAY / WON’T SAY ISSUE IN RESEARCH

CAN’T SAY

WON’T SAY

11
SYSTEM 1 AND SYSTEM 2 PROCESSING

“FIRST REACTIONS”

“THINKING”

System 1 ≈ fast, automatic, impulsive,
associative, emoti...
NEURO AND PHYSIO TECHNIQUES TAKE A BITE OUT OF THE
CAN’T SAY WON’T SAY ISSUE

Campaign A

Campaign B

Campaign C

DO WE NE...
26 DISCRETE
THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR
EMOTIONS
SENTIENT INNOVATION OF RESEARCH METHODS….

COST EF...
A RECENT HISTORY OF IMPLICIT RESEARCH
BLUE
GREEN
RED
BLACK
PURPLE
ORANGE

1935

STROOP
EFFECT
REVEALED IN
COGNITIVE
PSYCHO...
NEURAL EVIDENCE: GREATER MPFC AND INSULA ACTIVITY
OBSERVED FOR PREFERRED AND SELF-RELEVANT BRANDS IS
HIGHLY CORRELATED WIT...
FOODSERVICE BRAND
EXTENSION STUDY

PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
BEHAVIORAL IMPLICIT TECHNIQUES USING PRIMING AND
RESPONSE TIME TO MEASURE NEURAL NETWORKS

Bold
Exciting

Rebellious
Energ...
FOODSERVICE BRAND EXTENSION TARGET AUDIENCE
THE MOBILE 18-34 YEAR OLD CONSUMER

15%
37%
76%
PROPRIETARY & CONFIDENTIAL TO
...
IMPLICIT RESEARCH TECHNOLOGY THAT DETECTS THE DEVICE AND
SERVES THE UI AND BEHAVIORAL RESPONSE MEASURES

PEPSICO DEMO
20
BEHAVIORAL SCIENCE ADVANCES
Hierarchical Bayesian
Estimation
Approach &
Avoidance Behavior
Performance
Feedback
Behavioral...
EXAMPLE OF INSIGHTS (ILLUSTRATION ONLY)
Additional lift
from customer
brand

Lift in preference
from pairing with
Frito La...
BROADER APPLICATION:
GETTING THE “WHY”
BEHIND THE BEHAVIOR

PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
SEAMLESS INTEGRATION WITH MOBILE SURVEY TECHNOLOGY
PROVIDES THE WHY BEHIND THE BEHAVIOR

THE WHERE

THE WHAT:

THE WHY:

•...
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DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

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WWW.MRMW.NET
October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
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Studying hidden drivers of decision making through implicit research technology - Sentient Decision Science and PepsiCo Frito-Lay

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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.net

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Studying hidden drivers of decision making through implicit research technology - Sentient Decision Science and PepsiCo Frito-Lay

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. MOBILE IMPLICIT RESEARCH PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
  5. 5. FRITO-LAY’S HOUSE OF BRANDS IS QUITE CROWDED Symphony IRI Group, ILD, MULOC, 52wks, ending 12/30/12, PEP Share of Salty Snacks 2
  6. 6. NEW GROWTH MUST COME FROM NEW CATEGORIES 3
  7. 7. …BUT HOW FAR IS TOO FAR TO REACH? 4
  8. 8. BY ALL STANDARDS, A SUCCESS!  600MM sold (>1MM per day)  20-50% price premium  Most successful launch in Taco Bell’s 50 year history 5
  9. 9. HOW DO WE REPLICATE THIS SYNERGY? 6
  10. 10. EQUITY “PARTNERS” WORK TO PULL THE BRAND AWAY FROM THE PRODUCT? 7
  11. 11. …HOWEVER, THE RIGHT FIT IS CRITICAL “How will partnering with Brand A vs. Brand B moderate either of these?” 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?” 8
  12. 12. KNOWING THE QUESTIONS HAS BEEN AS CHALLENGING AS GETTING THE ANSWERS Formulated Response vs. Decision-Level Judgment Representative Sample Product Fit vs. Brand Fit Access to Target Audience  9
  13. 13. MOBILE IMPLICIT RESEARCH TECHNOLOGY PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
  14. 14. CAN’T SAY / WON’T SAY ISSUE IN RESEARCH CAN’T SAY WON’T SAY 11
  15. 15. SYSTEM 1 AND SYSTEM 2 PROCESSING “FIRST REACTIONS” “THINKING” System 1 ≈ fast, automatic, impulsive, associative, emotional, and unconscious processing ≈ limbic. System 2 ≈ slower, conscious, reflective, deliberative, analytical, rational, logical processing ≈ neocortex. 95% 12
  16. 16. NEURO AND PHYSIO TECHNIQUES TAKE A BITE OUT OF THE CAN’T SAY WON’T SAY ISSUE Campaign A Campaign B Campaign C DO WE NEED TO PUT PEOPLE IN THE fMRI TUBE TO GET THIS KIND OF IMPLICIT INSIGHT? Falk, Berkman & Lieberman 2012, Psychological Science 13
  17. 17. 26 DISCRETE THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR EMOTIONS SENTIENT INNOVATION OF RESEARCH METHODS…. COST EFFECTIVE & FAST LACKS DISCRETE EMOTIONS GLOBALLY SCALABLE EXPENSIVE & SLOW NON-REPRESENTATIVE ONLINE IMPLICIT RESEARCH TECHNOLOGY SOLUTIONS NEURO-PHYSIO BUSINESS APPLICATION ISSUES 14
  18. 18. A RECENT HISTORY OF IMPLICIT RESEARCH BLUE GREEN RED BLACK PURPLE ORANGE 1935 STROOP EFFECT REVEALED IN COGNITIVE PSYCHOLOGY RESEARCH AFFECTIVE PRIMING TASKS EMERGE AS INDIRECT MEASURES OF ATTITUDES (FAZIO) 1995 BLACK FACE OR POSITIVE WORD WHITE FACE OR NEGATIVE WORD PSYCH REVIEW METAANALYSIS VALIDATION CONSUMER STUDIES EMERGE 1998 2007 SOCIAL PSYCHOLOGY DEVELOPS THE IMPLICIT ASSOCIATION TEST (IAT) TO STUDY STEREOTYPES PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE 2013 MOBILE, CLOUD BASED IMPLICIT TECHNOLOGY EMERGES, NEURAL EVIDENCE PUBLISHED 15
  19. 19. NEURAL EVIDENCE: GREATER MPFC AND INSULA ACTIVITY OBSERVED FOR PREFERRED AND SELF-RELEVANT BRANDS IS HIGHLY CORRELATED WITH ONLINE IMPLICIT MEASURES RESEARCH FROM THE LAB IS USED TO DEVELOP, VALIDATE AND REFINE MARKET RESEARCH TECHNIQUES NEUROPHYSIOLOGICAL MEASURES PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE IMPLICIT PRIMING TECHNOLOGY 16
  20. 20. FOODSERVICE BRAND EXTENSION STUDY PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
  21. 21. BEHAVIORAL IMPLICIT TECHNIQUES USING PRIMING AND RESPONSE TIME TO MEASURE NEURAL NETWORKS Bold Exciting Rebellious Energetic Gawronski & Bodenhausen (2006) Psychological Bulletin 18
  22. 22. FOODSERVICE BRAND EXTENSION TARGET AUDIENCE THE MOBILE 18-34 YEAR OLD CONSUMER 15% 37% 76% PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE 19
  23. 23. IMPLICIT RESEARCH TECHNOLOGY THAT DETECTS THE DEVICE AND SERVES THE UI AND BEHAVIORAL RESPONSE MEASURES PEPSICO DEMO 20
  24. 24. BEHAVIORAL SCIENCE ADVANCES Hierarchical Bayesian Estimation Approach & Avoidance Behavior Performance Feedback Behavioral Economics PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE 21
  25. 25. EXAMPLE OF INSIGHTS (ILLUSTRATION ONLY) Additional lift from customer brand Lift in preference from pairing with Frito Lay brand
  26. 26. BROADER APPLICATION: GETTING THE “WHY” BEHIND THE BEHAVIOR PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
  27. 27. SEAMLESS INTEGRATION WITH MOBILE SURVEY TECHNOLOGY PROVIDES THE WHY BEHIND THE BEHAVIOR THE WHERE THE WHAT: THE WHY: • IN –SITU DATA CAPTURE OF CONSUMPTION MOMENTS AND SHOPPING OCCASIONS • TRACKING THE BEHAVIORS • REVEALING THE SUBCONSCIOUS MOTIVATIONS BEHIND CONSUMER AND SHOPPER BEHAVIOR • TAPPING CONSUMER AND SHOPPER EMOTIONS ALONG THE PATH TO PURCHASE • ADVANCED EXPLANTORY MODELS OF “WHYS” BEHIND CONSUMPTION AND SHOPPER PURCHASE 24
  28. 28. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  29. 29. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  30. 30. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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