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The Consumer Sense of Self: Are We Truly Sentient?

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The creation and regulation of personal identity is one of the most powerful psychological factors that influence human behavior. In a presentation at the 2015 Nonconscious Impact Measurement Forum (NIMF) at the Insight Innovation Exchange (nimf.insightinnovation.org), Dr. Aaron Reid brought the history of research on the sense of self to life in practical and meaningful ways for marketers. A series of consumer case studies on how the connection of the self with brands manifests in unique neural processing, emotional motivations following ad exposure and premium brand equity will traverse a path from biological underpinning to brand positioning imperative. The session featured new findings from the Sentient Consumer Subconscious Research Lab showing why measurement of the consumer self concept must capture truly implicit connections and illustrate how any researcher (supplier or client) can now execute these scientific studies in their own research programs.

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The Consumer Sense of Self: Are We Truly Sentient?

  1. 1. The Consumer Sense of Self Powered by…
  2. 2. 2Powered by…@aaronashleyreid #iiex GRIT REPORT When are we going to see broad scale adoption of non-conscious impact techniques? And what is it going to take to get there? 1. Sound Science 2. Market Validation 3. Awareness of Applications 9 13 14 Percent Using “Neuromarketing” 2013 2014 2015
  3. 3. Powered by…@aaronashleyreid #iiex Modern day storytelling of an enduring human truth
  4. 4. Powered by…@aaronashleyreid #iiex The behavioral transformation power of the sense of self
  5. 5. Powered by…@aaronashleyreid #iiex Conviction from a sense of self
  6. 6. Powered by…@aaronashleyreid #iiex Modern day storytelling of an enduring human truth 60 Academy Awards 200 Emmy Awards …requires all participants in his TV story seminar to watch all 62 episodes of Breaking Bad.
  7. 7. Is this just entertainment?
  8. 8. Powered by…@aaronashleyreid #iiex The psychological science of the sense of self
  9. 9. Does any of this matter for marketers?
  10. 10. Powered by…@aaronashleyreid #iiex The Business Impact of Implicit Self-Identification with Brands Willing to drive 20 minutes across town for a healthcare brand Willing to pay 50% more for a beauty brand Three times more likely to visit a restaurant brand
  11. 11. Powered by…@aaronashleyreid #iiex Sentient SubtextTM measured the implicit impact of 61 ads on 50 brands n= 3,107 US Consumers System 1: 596,544
  12. 12. Powered by…@aaronashleyreid #iiex ONLINE PLAYS: 1,586,543 SOCIAL ACTIONS: 632,421 DIGITAL SOV: 11.01% 104 113
  13. 13. Powered by…@aaronashleyreid #iiex An Implicit Connection with the Consumer Sense of Self 107 128
  14. 14. Powered by…@aaronashleyreid #iiex Best practice: Validate on ability to predict separate behavioral measures of interest (e.g. Sales data, Online Social Actions, Retention Rates) ONLINE PLAYS: 1,586,543 SOCIAL ACTIONS: 632,421 DIGITAL SOV: 11.01% http://bit.ly/implicitadtesting
  15. 15. Powered by…@aaronashleyreid #iiex Validation of Sentient Prime® True Implicit Ad Impact 0.35 0.43 0.52 0.63 USA Today Admeter Fast Explicit Lift Implicit Emotion Lift Implicit Emotion Lift (Self-ID) Correlation with Behavioral Contagion (source: Digital SOV iSpotTV top 20 ads)
  16. 16. Powered by…@aaronashleyreid #iiex Powered by…@aaronashleyreid #iiex Consumer Implicit Self-Identification Applications are Vast 3X Run Rate 0.70 0.96 Overall Implicit Self-ID Brand Equity Correlation Sales Forecast
  17. 17. A fourth key
  18. 18. Powered by…@aaronashleyreid #iiex 18 30% of all Sentient Prime® Data is Collected on Mobile whereis.sentientprime.com
  19. 19. Consumers want you to: “Say my name”
  20. 20. Powered by…@aaronashleyreid #iiex 2 0 98 109
  21. 21. Global. Mobile. True Implicit. www.sentientprime.com Wednesday Workshop 9:00 – 12:00 466 Lexington Ave

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