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Pawel ciecek neuroscience - 2011

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Pawel ciecek neuroscience - 2011

  1. 1. [1 ] A presentation from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011 The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more information about Zinc Research visit www.zincresearch.com For more information about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material ‘PostNeuro Revolution Practical approach to implicit research’ Paweł Ciercek, Millward Brown Paweł Ciercek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  2. 2. Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011 PostNeuro  Revolu-on   Prac-cal  approach  to   implicit  research  
  3. 3. [3 ]
  4. 4. [4 ] R    E  V  O  L  U  T  I  O  N  ( ) Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  5. 5. [5 ] Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  6. 6. [6 ] What  is  the  difference?  
  7. 7. [7 ] How  does  explicit  and  implicit  relate  to  one  another?   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  8. 8. [8 ] What  do  Chinese  think?   丰富 Zhou & Wang 2007 Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  9. 9. [9 ] Do  Australians  vote  with  their   hearts  or  their  heads?   Who  do  you  think  would  be  the  beIer  Prime   Minister  of  Australia?   Julia  Gillard   59%   Tony  AbboI   41%   Who  is...   Trustworthy   Qualified  to  run  the  country   Honest   Capable   57%   55%   55%   57%   43%   45%   45%   43%   Data collected prior to the election Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  10. 10. [10 ] Implicitly,  AbboI  won  the  more  “ra-onal”  baIle:   more  ‘Trustworthy’,  ‘Qualified’  and  ‘Patrio?c’.   PASSIONATE   SAFEKEEPER   PROTECTOR   SINCERE   FAKE   UNINSPIRING   CAPABLE   AUSTRALIAN   INEXPERIENCED   WEAK   POWERFUL   NEGLIGENT   PATRIOTIC   QUALIFIED   TRUSTWORTHY   Strong   Moderate   Slight   More  associated  with   Gillard        AbboX   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  11. 11. [11 ] 146   69   -­‐150   -­‐100   -­‐50   0   50   100   150   Julia  Gillard   Tony  AbboX   *  significantly  different  from  Baseline   *   On  a  purely  emo?onal  ‘gut  reac?on’   level,  Gillard  was  the  clear  winner   *   *   *  significantly  difference  between  cells   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  12. 12. [12 ] Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  13. 13. [13 ] Posi-ve/  Negative   Emo-ons   Dialog Product Cogni-ve   Engagement   Into Marka Pay off What  do  we  measure?   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  14. 14. [14 ] Pepsi  Sound   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  15. 15. Emotional response is also compromised as the ad accelerates – perhaps due to confusion or a response to the ‘rush’ of images Copyright 2009, EmSense confidential15 50 -50 -25 25 0 30 sec Cans in ice Grabs one Guitar riff Laces shoe Opens can Fan turns Lights on Amp / shhh Drinking Goal / car exterior Sighing, Yelling, Cheering Rapid montage “And that’s how it begins" "I Can" Unzips jacket Fastens seatbelt Plugs into amp Coin toss Fizzing Dribbling / rear tire Drum pedal / female eye Ahh! Second can opening Ahh! "Pepsi" 29 13 -25 -33 37 47 38 -26 30 38 46 -12 -30 -10 38 -9 -20 -31 -38 -29 -21 18 23 33 14 As the sounds begin to form music, positive emotions rise …but then reward with the final branding As the ad speeds up, viewers feel negative emotions…
  16. 16. [16 ] Pepsi  Sound  trace   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  17. 17. [17 ] Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  18. 18. [18 ] When  it  is  worthwhile     to  apply  implict  tools?   1.  When  it  is  difficult  to  ask  direct   ques?ons  (not  able  to  express,   feelings,  emo?ons)   2.  More  granurality  in  results   3.  When  we  look  for  transis?ent     reac?ons   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  19. 19. Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011 Thank you
  20. 20. [20 ] Q  &  A   Paweł  Ciercek   Millward  Brown   Ray  Poynter   The  Future  Place   Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
  21. 21. [21 ] A presentation from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011 The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more information about Zinc Research visit www.zincresearch.com For more information about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material ‘PostNeuro Revolution Practical approach to implicit research’ Paweł Ciercek, Millward Brown Paweł Ciercek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011

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