Y&R Study Results: Secrets and lies sept 19

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Are some iconic brands actually less popular than we think?

According to a new study from Y&R, the answer may well be yes. The study measured traditional brand ratings using a survey -- but it added a twist by also measuring emotional response on an unconscious level using a technique called Implicit Association. Featured in Malcolm Gladwell’s book Blink, this technique has been used in academia to uncovered hidden biases like racism.

The major finding: In the USA, brands like Google and Apple– while popular on a stated basis – are less well liked unconsciously. Other brands like Exxon, The National Inquirer and Facebook are actually liked more than consumers readily admit.

Y&R partnered with noted psychologist Dr. Joel Weinberger of Adelphi University, an expert in unconscious motivation, to design and analyze the results of this study.

Published in: Business, Technology

Y&R Study Results: Secrets and lies sept 19

  1. 1. Secrets & Lies The Hidden World of the New Consumer
  2. 2. Why another study about consumers? 2
  3. 3. So Muchof Traditional Research Tells Us the Same Thing Over and Over Draft 3
  4. 4. The Problem: Too often consumerseither can’t or won’t tell us about their deepest inner wants and needs. Problem "Ninety-five percent of thought, emotion, and learning occur in the unconscious mind--that is, without our awareness.” -Gerald Zaltman, Ph.D. Harvard Business School “I drive Dodge Ram because it is safe, reliable and well built.” What he says… What he doesn’t say… 4
  5. 5. A Pilot Study to Break New Ground Our Objectives: • “Resist the Usual” – Take a fresh approach to break new ground and go beyond the obvious • A Deeper Understanding – Go beyond ‘surface’ research methods to focus on deep motivators • Look for universals and unifiers – not just what makes people different. Is there a “new mainstream?” 5
  6. 6. Methodology What You’ve Seen Before • Quantitative study (online) in USA, Brazil and China • Total sample size of 900 (N=300/country) • Representative sample in USA • A,B and C social classes in China and Brazil • Questionnaire topics – Personal values – Personal and brand attitudes – Brand ratings (USA) – Demographics What You Probably Haven’t Seen Before Direct (Explicit) Questioning AND… Implicit Questioning 6
  7. 7. About Implicit Measurement “…We all have our conscious attitudes. This is what we choose to believe. These are our stated values, which we use to direct our behavior deliberate….But the IAT (Implicit Association Test) measures something else. It measures our second level of attitude, our attitude on an unconscious level – the immediate, automatic associations that tumble out before we’ve even had time to think.” Malcolm Gladwell, Blink Solution 7
  8. 8. About Implicit Measurement Solution 8 What It Is The Implicit Networks test measures unconscious consumer attitudes. How it Works: What resonates with us unconsciously captures our immediate attention. This process can be measured – and that’s exactly what the Implicit Networks test does. An Example Imagine you are trying to have a conversation at a noisy, crowded party and you overhear your name being mentioned across the room. This captures your attention and distracts you from your conversation. We mimic this in research by asking you to do a task while showing you words (in this case values) that may or may not be distracting to you. The longer it takes you to do the task, the more unconsciously important the idea is to you.
  9. 9. What The Implicit Networks Test Looks Like 9
  10. 10. We Partnered with a Leading Expert in Implicit Measurement • Dr. Joel Weinberger collaborated with us on the design and execution of the study. • Dr. Weinberger is a clinical, personality and motivation psychologist, partner in Implicit Strategies, and Professor at the Derner Institute for Advanced Psychological Studies, Adelphi University. “Unconscious thought predicts long term and spontaneous behavior, whereas conscious thought predicts short term, focused behavior.” Dr. Weinberger Joel Photo Here 10
  11. 11. What We Asked Consumers to Do Implicit Networks Test Implicit Emotions Test Regular (Explicit) Survey Questions “…In this test you will see a word printed in one of four colors: yellow (YELLOW), Red (RED), Blue (BLUE) or Green (GREEN.) Your task is to ignore the meaning of the word and indicate the color it is printed in.” The more active a word is in your brain, the harder it is to ignore and therefore the longer it will take you to correctly identify word with color. This test presents respondents with a stimulus —too quick to register consciously but slow enough to make its mark unconsciously. This is followed by a relatively neutral stimulus presented so that the person can consciously see it. The respondent is then asked to rate a series of statements about it. The answers are biased emotionally by the first stimulus, but the person does not know it. THIS IS CORRECT 11 Regular (Explicit) Survey Questions Personal Values Brands
  12. 12. Questionnaire Flow 25 Minutes in USA, 15-20 Elsewhere • Implicit Values (Color Test) • Explicit Values (Importance Scale) • Implicit Brands (IET) • Explicit Brands (Overall Rating Scale) • Explicit Attitudes • Classification • OR CALL IT THE COLOR TEST BUT NOT THE IAT 12
  13. 13. What We Found 1. Values: The Secret World What consumers say is important is often the opposite what truly is important. 2. Brands: Silent Grudges, Secret Crushes Consumers often hide their true feelings about brands. 3. Zeitgeist: Meet Generation World A new consumer mainstream is emerging who defy classification into traditional segments or demographics groups. 13
  14. 14. The Secret World “In each of us there is an other whom we do not know.” Carl Jung
  15. 15. Total: USA, China and Brazil 15 World Total Conscious Ranking World Total Unconscious Ranking Meaning in Life 1 Sexual Satisfaction 1 Choosing your own path 2 Respect for tradition 2 Helping Others 3 Environmentalism 3 Environmentalism 4 Helping Others 4 Success 5 Wealth 5 Maintaing Security 6 Meaning in Life 6 Respect for tradition 7 Indulgence 7 World Peace 8 Choosing your own path 8 Fame 9 Maintaing Security 9 Pleasure 10 Fame 10 Excitement 11 Self-Interest 11 Fitting into society 12 World Peace 12 Self-Interest 13 Excitement 13 Sexual Satisfaction 14 Fitting into society 14 Indulgence 15 Success 15 Wealth 16 Pleasure 16 Globally, Consciousvs. UnconsciousRankings Have Little in Common
  16. 16. World Total Conscious Ranking World Total Unconscious Ranking Meaning in Life 1 Sexual Satisfaction 1 Choosing your own path 2 Respect for tradition 2 Helping Others 3 Environmentalism 3 Environmentalism 4 Helping Others 4 Success 5 Wealth 5 Maintaing Security 6 Meaning in Life 6 Respect for tradition 7 Indulgence 7 World Peace 8 Choosing your own path 8 Fame 9 Maintaing Security 9 Pleasure 10 Fame 10 Excitement 11 Self-Interest 11 Fitting into society 12 World Peace 12 Self-Interest 13 Excitement 13 Sexual Satisfaction 14 Fitting into society 14 Indulgence 15 Success 15 Wealth 16 Pleasure 16 Even looking at the #1 – meaning and sex are very different. And #2 (choosing your own path and respect for tradition) are very different. 16 Globally, Consciousvs. UnconsciousRankings Have Little in Common
  17. 17. Oprah Tony Soprano? Meets IsThistheRealAmericanConsumerPsyche? Top3Values,USA Conscious Values 1. 3. 2. Helpfulness Meaning in Life Choosing Your Own Path Unconscious Values 1. 3. 2. Maintaining Security Honoring Tradi on Sexual Fulfillment 17
  18. 18. USA Conscious Rank Unconscious Rank Helpfulness 1 16 Choosing Your Own Path 2 10 Meaning in Life 3 12 Maintaining Security 4 1 World Peace 5 15 Pleasure 6 8 Respect for Tradition 7 3 Excitement 8 11 Success 9 14 Sexual Fulfillment 10 2 Environmentalism 11 13 Self-Interest 12 5 Wealth 13 7 Fitting into Society 14 4 Indulgence 15 9 Consciousand UnconsciousMotivatorsare Independent– and Sometimes OpposeEach Other Values that are highest ranked consciously are among the lowest unconsciously Values that are lowest ranked consciously are ranked much higher unconsciously
  19. 19. The Same Pattern Holds True Across All 3 Countries USA Conscious Rank Unconscious Rank Helpfulness 1 16 Choosing Your Own Path 2 10 Meaning in Life 3 12 Maintaining Security 4 1 World Peace 5 15 Pleasure 6 8 Respect for Tradition 7 3 Excitement 8 11 Success 9 14 Sexual Fulfillment 10 2 Environmenta lism 11 13 Self-Interest 12 5 Wealth 13 7 Fitting into Society 14 4 Indulgence 15 9 Fame 16 6 BRAZIL Conscious Rank Unconscious Rank Security 1 15 World Peace 2 11 Meaning in life 3 6 Choose own path 4 4 Pleasure 5 16 Environment alism 6 7 Helpfulness 7 5 Success 8 13 Excitement 9 14 Sex Fulfillment 10 3 Self interet 11 9 Tradition 12 1 Fit into society 13 8 Wealth 14 12 Indulgence 15 2 Fame 16 10 CHINA Conscious Rank Unconscious Rank Pleasure 1 13 Security 2 4 Meaning in life 3 8 World Peace 4 2 Choose own path 5 12 Fit Society 6 14 Success 7 11 Environment alism 8 2 Helpfulness 9 3 Wealth 10 6 Respect tradition 11 9 Self Interest 12 10 Fame 13 7 Excitement 14 5 Sex 15 1 Indulgence 16 15 19
  20. 20. An aha… Each of us is a bundle of the same conflicting emotional hungers. 20
  21. 21. Implication: A New View of the Consumer Psyche? From: Inner Uniformity Putting people into themed lifestyle and values buckets and expecting them to behave in uniform ways: To: Inner Diversity People have a broad range of conflicting motives and belong to many segments simultaneously 21 We expeCt her to have buying habits consistent with Soccer Mom persona • Mini van • Starbucks • House in Suburb • Mom jeans Buying habits reflect disparate persoNnA: • Gamer • Goth • Mother • Yoga-enthusiast • Gun owner
  22. 22. What We Found 1. Values: The Secret World What consumers say is important is often the opposite what truly is important. 2. Brands: Silent Grudges, Secret Crushes Consumers often hide their true feelings about brands. 3. Zeitgeist: Meet Generation World A new consumer mainstream is emerging who defy classification into traditional segments or demographics groups. 22
  23. 23. We Looked 15 Brands in the USA
  24. 24. Top 5 Conscious Brands: “The Usual Suspects” 24 Conscious Top Box Ranking Amazon 1 Google 2 Apple 3 Microsoft 4 Target 5
  25. 25. As With Values, We See That Conscious vs. Unconscious Brands Rankings Don’t Match 25 Unconscious Top Box Ranking Target 1 Amazon 2 Facebook 3 Wholefoods 4 National Inquirer 5 Conscious Top Box Ranking Amazon 1 Google 2 Apple 3 Target 4 Whole Foods 5
  26. 26. As with Values, Brand Ratings Often Oppose One Another 26 Conscious Top Box Ranking Unconscious “High” Ranking Amazon 1 Target 1 Google 2 Amazon 2 Apple 3 Facebook 3 Target 4 Wholefoods 4 Wholefoods 5 Na onal Inquirer 5 Starbucks 6 Exxon 6 Mcdonalds 7 Mcdonalds 7 Facebook 8 Apple 8 A 9 Starbucks 9 Prius 10 A 10 Playboy 11 Kmart 11 Kmart 12 Prius 12 Exxon 13 Google 13 Na onal Inquirer 14 Playboy 14
  27. 27. The Conscious-Unconscious Brand Landscape 27 Unconscious Ranking ConsciousRanking Secretly Disliked Truly Liked Truly Disliked Secretly Liked HighLow HighLow Target Amazon Whole Foods Google Starbucks Facebook Exxon Na onal Inquirer AT&T K-mart Playboy
  28. 28. 28 Implication: Another Side of Brand Equity? Can tapping ‘unconscious’ brand equity help us anticipate problems and/or find untapped potential?
  29. 29. What We Found 1. Values: The Secret World What consumers say is important is often the opposite what truly is important. 2. Brands: Silent Grudges, Secret Crushes Consumers often hide their true feelings about brands. 3. Zeitgeist: Meet Generation World A new consumer mainstream is emerging who defy classification into traditional segments or demographics groups. 29
  30. 30. 30 “Do I contradict myself? Very well then, I contradict myself. I contain multitudes.” Walt Whitman
  31. 31. So is there anything that actually unifies consumers globally? 31
  32. 32. 32 The Top Shared Attitudes Are in Line with Individuality and Self-Empowerment Globally 42% Indicate self- directedness and comfort with a multi- faceted, complicated identity. Top5outof38GlobalAttitudes (50%+Agreement)
  33. 33. 33 We’ve Been Calling this Group “Generation World” “We live in a time defined not by digital natives and immigrants but by Generation World. A universe where age, borders and demographics mean less than shared values. An epoch where traditional segmentation means little as communities and interest groups form and coalesce in a multi-hued tapestry never before seen.” Y&R CEO David Sable
  34. 34. Defining “Generation World” 34 Top 5 Global Attitudes 34 Disagree Agree 42%40% 1. People should be able to marry, live and work however they want 2. It's up to me to get what I want in life 3. My age doesn't define me; it is not central to who I am 4. My identity -- who I really am -- is a work in progress 5. Success is about how you see yourself, not how other people think of you “Generation World” NOT “Generation World”
  35. 35. Unifier #1: Individuality 35 • Comprise many segments but fully explained by no single one • Don’t feel the need to conform to traditional social norms • They “drop in on” and migrate between different ways of living • They have fluid, rather than fixed identities • And mix and match seemingly disparate choices Corporate Exec Caregiver Gun EnthusiastConserva ve Chris an
  36. 36. #2: Ageless and Borderless 36 36% 46% 18% USA Brazil China 45% 55% 0% 20% 40% 60% 80% 100% Age 18-34 Age 35+ “I would like to spend a year in a foreign country”: 61% “My age doesn’t define me, it’s not central to who I am”: 83%
  37. 37. #3. Empowered by Technology & Connectivity 37 68% 73% 51%53% 31% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% Use a social networking site more tha once a day We have more control today as consumers than in the past I feel a strong connection to other people like me around the world Generational World Not Generation World
  38. 38. The Problem: They feel like marketers don’t get them: 38 “I approve of the way people like me are portrayed in marketing and advertising” Global: 29% USA: 11%
  39. 39. Implication Is it time as marketers that we stop worshipping at the altar of “single-mindedness”? • In targeting: – Finding universal conflicts vs. homogenous segments? • In branding and communication: – Speaking to universal tensions vs. singular ideas? 39
  40. 40. Summing Up… 40
  41. 41. So in Sum, We Are Hypothesizing Some SeiSmic Shifts… A new view of the consumer psyche – As individuality grows, can we accept the paradoxical nature of consumer motivations? A new side, unexplored side of brand equity – The silent side of brand attitudes may have lessons to teach us about the paradoxical nature of brands. Replacing ‘single-minded’ as the marketing ideal: – We must go in search of universal consumer conflicts and universal brand tensions. 41
  42. 42. Thank You 42

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