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

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

2. TITLE SPONSOR
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3. MEDIA & ASSOCIATION PARTNERS
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4. MOBILE IMPLICIT RESEARCH
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE

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. NEW GROWTH MUST COME FROM NEW CATEGORIES
3

7. …BUT HOW FAR IS TOO FAR TO REACH?
4

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. HOW DO WE REPLICATE THIS SYNERGY?
6

10. EQUITY “PARTNERS” WORK TO PULL THE BRAND
AWAY FROM THE PRODUCT?
7

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. 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. MOBILE IMPLICIT
RESEARCH
TECHNOLOGY
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE

14. CAN’T SAY / WON’T SAY ISSUE IN RESEARCH
CAN’T SAY
WON’T SAY
11

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. 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. 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. 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. 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. FOODSERVICE BRAND
EXTENSION STUDY
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE

21. BEHAVIORAL IMPLICIT TECHNIQUES USING PRIMING AND
RESPONSE TIME TO MEASURE NEURAL NETWORKS
Bold
Exciting
Rebellious
Energetic
Gawronski & Bodenhausen (2006) Psychological Bulletin
18

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. IMPLICIT RESEARCH TECHNOLOGY THAT DETECTS THE DEVICE AND
SERVES THE UI AND BEHAVIORAL RESPONSE MEASURES
PEPSICO DEMO
20

24. BEHAVIORAL SCIENCE ADVANCES
Hierarchical Bayesian
Estimation
Approach &
Avoidance Behavior
Performance
Feedback
Behavioral
Economics
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
21

25. EXAMPLE OF INSIGHTS (ILLUSTRATION ONLY)
Additional lift
from customer
brand
Lift in preference
from pairing with
Frito Lay brand

26. BROADER APPLICATION:
GETTING THE “WHY”
BEHIND THE BEHAVIOR
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE

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. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
PREMIERE SPONSOR
WWW.MRMW.NET
NETWORKING SPONSOR

29. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

30. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET