1A consumer research company devotedto revealing the emotional dynamics ofconsumer behavior so our clients candevelop more...
2IMPROVINGPATIENTCOMPLIANCETHROUGHIMPLICITUNDERSTANDINGIMPROVINGPATIENTCOMPLIANCETHROUGHIMPLICIT (subconscious)UNDERSTANDING
Yes, 5 minutes.5 Minutes?! Areyou serious?3
Tonto Tarzan Frankenstein10 POINTS4
5TontoTarzanFrankensteinIMPROVING PATIENTCOMPLIANCE THROUGHIMPLICIT (subconscious)UNDERSTANDING
6TontoTarzanFrankensteinPOINT 1:Patientcompliance isbehavior.Improving patientcompliance ischanging behavior.Image by Corbis
7TontoTarzanFrankensteinPOINT 2:Behavioral science sayemotion drive behavior.People do what do, buywhat buy, becauseemotio...
8TontoTarzanFrankensteinPOINT 3:Emotion worklarge part insubconscious.Here mean implicit.Implicit mean muchmore, but herem...
9TontoTarzanFrankensteinPOINT 4:Traditional researchnot find implicitemotion good. Peoplenot share what notaware or scared...
10TontoTarzanFrankensteinPOINT 5:Some implicit emotionresearch techniquessurfacing. Good forimplicit emotionDIMENSIONS (+ ...
11TontoTarzanFrankensteinPOINT 6:DISCRETE emotionimportant to drivebehavior.Particular KIND ofemotion oftenwork better.
12TontoTarzanFrankensteinPOINT 7:Implicit priming &misattribution from social &cognitive psychology CANfind implicit discr...
13TontoTarzanFrankensteinPOINT 8:Psychodrama from clinicalpsychology is good QUALITATIVEdiscrete implicit emotionresearch ...
14TontoTarzanFrankensteinPOINT 9:Research show TRUST, CAREDFOR, CONFIDENT, IN CONTROLimpact patient compliance. Butmost re...
15TontoTarzanFrankensteinPOINT 10:Not in healthcare?Implicit priming &misattribution andpsychodrama can helpin same way wi...
16TontoTarzanFrankensteinIDEA!If TRUST is implicitemotion driver, tryhandshake onmedicine bottle.Implicit prime lead tomor...
1710 POINTS FOR IMPROVING PATIENT COMPLIANCE THROUGH IMPLICIT UNDERSTANDING1. Improving patient compliance is changing beh...
18A consumer research company devotedto revealing the emotional dynamics ofconsumer behavior so our clients candevelop mor...
Upcoming SlideShare
Loading in …5
×

Insight Innovation Challenge: Increasing Patient Compliance Through Implicit Understanding by Paul Conner - Presented at the Insight Innovation eXchange North America 2013

601 views

Published on

All companies seek innovative ways to produce, change, or maintain targeted consumer behavior. In the healthcare industry, patient compliance (a.k.a. patient adherence) is a critical target behavior that is underachieved in many cases. Using patient compliance as the targeted behavior, this presentation will point out that implicit emotions have a great impact on this (and all) behavior and introduce how two lesser known and used implicit emotional research techniques (quantitative implicit priming & misattribution from social & cognitive psychology and qualitative psychodrama and related action techniques from clinical psychology) can be integrated to reveal the implicit emotions (e.g., feeling trust, cared for, in control, confident, or unconfused) that drive patient compliance.

About Emotive Analytics
Founded in 2004, Emotive Analytics is a consumer research company that, through an associative network of highly experienced consumer research and emotional assessment experts, reveals the emotional dynamics of consumer behavior. Recent research in neuroscience and psychology shows that emotions drive behavior, including consumer behavior. Research also tells us that emotions are often “hidden” – they operate unconsciously or are consciously guarded. Because of this, special implicit techniques are needed to effectively assess the emotions that are driving targeted consumers’ behavior. Emotive Analytics specialize in these techniques so that clients can ultimately develop the most emotionally-engaging brands, products, services, and their marketing.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
601
On SlideShare
0
From Embeds
0
Number of Embeds
34
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Good morning! I’m Paul Conner, CEO of Emotive Analytics, a consumer research company devoted to revealing the emotional dynamics of consumer behavior.
  • I’m honored to be here to share my thoughts about how to improve patient compliance, specifically through implicit - for our purposes this morning, subconscious - understanding.
  • I’d like to share my thoughts about this by relating a story to you about a conversation I had with Lenny – Leonard Murphy – after learning that I had been selected as one of the Challenge winners. Here’s how it went. I said, “Thanks, Lenny. This is great news. But 5 MINUTES! Really? Are you serious? You expect the CEO of the premier emotional assessment firm in the world to tackle this topic in 5 minutes.”  Then he said, “Really…are YOU serious?” and “Yes, 5 minutes.”
  • So I swallowed my pride and said, “OK, but I have 10 points to make, so I’ll have to call upon some friends of mine – Saturday Night Live’s Tonto, Tarzan, and Frankenstein – because they talk quickly in short, cryptic sentences.” Lenny said, “That’s OK. Your audience is brilliant and will be able to put it together. Go for it.”So with that, Ladies and Gentlemen…
  • …please give your polite attention to my friends Tonto, Tarzan, and Frankenstein as they, in their efficient, albeit amateurish, manner, explain how you can Increase Patient Compliance Through Implicit Understanding.
  • So there all 10 points. Hope you see implicit discrete emotional dynamics story.
  • See me after. Promise to talk in full sentences.
  • Insight Innovation Challenge: Increasing Patient Compliance Through Implicit Understanding by Paul Conner - Presented at the Insight Innovation eXchange North America 2013

    1. 1. 1A consumer research company devotedto revealing the emotional dynamics ofconsumer behavior so our clients candevelop more emotionally engagingbrands, products, services, and theirmarketing.www.emotiveanalytics.com
    2. 2. 2IMPROVINGPATIENTCOMPLIANCETHROUGHIMPLICITUNDERSTANDINGIMPROVINGPATIENTCOMPLIANCETHROUGHIMPLICIT (subconscious)UNDERSTANDING
    3. 3. Yes, 5 minutes.5 Minutes?! Areyou serious?3
    4. 4. Tonto Tarzan Frankenstein10 POINTS4
    5. 5. 5TontoTarzanFrankensteinIMPROVING PATIENTCOMPLIANCE THROUGHIMPLICIT (subconscious)UNDERSTANDING
    6. 6. 6TontoTarzanFrankensteinPOINT 1:Patientcompliance isbehavior.Improving patientcompliance ischanging behavior.Image by Corbis
    7. 7. 7TontoTarzanFrankensteinPOINT 2:Behavioral science sayemotion drive behavior.People do what do, buywhat buy, becauseemotion tell to.Situation, experience,cognition trigger drivingemotion.
    8. 8. 8TontoTarzanFrankensteinPOINT 3:Emotion worklarge part insubconscious.Here mean implicit.Implicit mean muchmore, but heremean same.
    9. 9. 9TontoTarzanFrankensteinPOINT 4:Traditional researchnot find implicitemotion good. Peoplenot share what notaware or scared toshare. Need implicitemotion researchtechnique.
    10. 10. 10TontoTarzanFrankensteinPOINT 5:Some implicit emotionresearch techniquessurfacing. Good forimplicit emotionDIMENSIONS (+ or --).Not so good forDISCRETE implicitemotion (excitement,pride, embarrassment,disappointment).NOT TOOGOOD FORDISCRETEEMOTIONS
    11. 11. 11TontoTarzanFrankensteinPOINT 6:DISCRETE emotionimportant to drivebehavior.Particular KIND ofemotion oftenwork better.
    12. 12. 12TontoTarzanFrankensteinPOINT 7:Implicit priming &misattribution from social &cognitive psychology CANfind implicit discreteemotion. Work by quicklyshowing objects of interestand having people say howfeel about unrelatedstimulus. How feel aboutobjects of interest “leak”onto unrelated feelings.How much doesthis abstractimage convey…TRUST?
    13. 13. 13TontoTarzanFrankensteinPOINT 8:Psychodrama from clinicalpsychology is good QUALITATIVEdiscrete implicit emotionresearch technique. People re-enact consumer behavior soimplicit emotion encoded at timeof behavior show. Better thandialog-based qualitative. “Actingout” stronger trigger of implicitemotion originally felt.Psychodrama also identifysituations, experiences, cognitionthat trigger discrete implicitemotion.
    14. 14. 14TontoTarzanFrankensteinPOINT 9:Research show TRUST, CAREDFOR, CONFIDENT, IN CONTROLimpact patient compliance. Butmost research explicit. Implicitpriming & misattribution andpsychodrama show whatimplicit emotion drive patientcompliance and what trigger it.This how to improve patientcompliance through implicitunderstanding.
    15. 15. 15TontoTarzanFrankensteinPOINT 10:Not in healthcare?Implicit priming &misattribution andpsychodrama can helpin same way withimplicit emotionaldynamics that drive yourconsumer behavior.Also works in…CPG, communications,restaurants, food service,information technology, B2B,entertainment, recreation, non-profit, etc., etc., etc., etc…
    16. 16. 16TontoTarzanFrankensteinIDEA!If TRUST is implicitemotion driver, tryhandshake onmedicine bottle.Implicit prime lead tomore patientcompliance. Good.
    17. 17. 1710 POINTS FOR IMPROVING PATIENT COMPLIANCE THROUGH IMPLICIT UNDERSTANDING1. Improving patient compliance is changing behavior.2. Behavioral science says emotions drive behavior. And situations, experiences, & cognitions trigger driving emotions.3. Emotions work in large part subconsciously, a.k.a., implicitly.4. Traditional research techniques do not assess implicit emotions very well. Implicit emotional research techniques are needed.5. Implicit emotion research techniques are surfacing, like neuro and biometrics. These are good for implicit emotion DIMENSIONS (positive ornegative), but not so good for DISCRETE implicit emotions (excitement, pride, embarrassment, disappointment).6. DISCRETE emotions are important drivers of behavior. Particular discrete emotions often differentially influence behavior (vs. just positive ornegative feelings).7. Implicit priming & misattribution from social & cognitive psychology CAN assess implicit discrete emotions. They work by quickly showing objectsof interest and having people say how they feel about unrelated stimuli. How people feel about objects of interest “leak” onto their unrelatedfeelings.8. Psychodrama from clinical psychology is a good qualitative discrete implicit emotion research technique. People re-enact consumer behavior soimplicit emotions encoded at the time of the original behavior surface. Psychodrama is better than dialog-based qualitative because “acting out”is a stronger trigger of implicit emotions originally felt. Psychodrama also identifies situations, experiences, and cognitions that trigger discreteimplicit emotions.9. Research shows that TRUST, CARED FOR, CONFIDENT, and IN CONTROL impact patient compliance. But most of this research is explicit. Implicitpriming & misattribution and psychodrama can show what implicit emotions drive patient compliance and what trigger them. This how to improvepatient compliance through implicit understanding.10. Not in healthcare? Implicit priming & misattribution and psychodrama can help in the same way with implicit emotional dynamics that drive anyconsumer behavior.
    18. 18. 18A consumer research company devotedto revealing the emotional dynamics ofconsumer behavior so our clients candevelop more emotionally engagingbrands, products, services, and theirmarketing.www.emotiveanalytics.com

    ×