We dive into the business of behavioral insight in our latest presentation, "Getting Explicit about Implicit". Enjoy!

1. Getting Explicit about Implicit

2. 2@SentientInsight#soundscience
The Subtext of the Super Bowl 2015 (Reid & Decker)

3. 3@SentientInsight#soundscience@SentientInsight
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?
9 13 14
Percent Using
“Neuromarketing”
2013 2014 2015

4. 4@SentientInsight#soundscience@SentientInsight
Sound Science
Market Validation
Awareness of Applications

5. 5CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC.
Sound Science

6. 1. USE THE MOST ADVANCED METHODS
TO ASSESS CONSCIOUS
DELIBERATION (SYSTEM 2 THINKING)
2. USE TRUE IMPLICIT METHODS TO
ASSESS NON-CONSCIOUS
ASSOCIATIONS
(SYSTEM 1 THINKING)
3. USE A SCIENTIFICALLY VALIDATED
MODEL OF HOW TO INTEGRATE
SYSTEM 1 AND SYSTEM 2 DATA INTO
BEHAVIOR PREDICTIONS
THREE KEYS TO SOUND DECISION
SCIENCE
@SentientInsight#soundscience

7. 4.99
EU = Σpi
● u(xi)
Expected Utility
Probability
Sum
Utility
Outcome
Please rate the likelihood that you would
purchase this game…
2.99.99

8. True Implicit
techniques must
not be:
Direct
Deliberate
Controllable
Self-Assessments
“Fast Explicit” – quick conscious
judgments
Try it on your mobile:
bit.ly/sentientdemoiiex
@SentientInsight#soundscience

9. True Implicit
Techniques must not
be:
Direct
Deliberate
Controllable
Self-Assessments
True Implicit
with
Try it on your mobile:
bit.ly/sentientdemoiiex
@SentientInsight#soundscience

10. 10CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC.
The Proportion of Emotion Model: Scientifically Validated Model of How
to Combine Emotion with Reason
EMOTIONALLY WEIGHTED CONSUMER CHOICE
10

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Market Validation

12. 12
BIOMETRICS
NEURO (EEG)
SENTIENT PRIME®
Implicit Associations
Research on Research for the Advancement of our
Industry

13. 13@SentientInsight#soundscience
Implicit Ad Testing
The SubtextTM of the Super Bowl
(Reid & Decker, 2015)
POWERED
BY…

14. 14@SentientInsight#soundscience
ONLINE PLAYS: 1,586,543
SOCIAL ACTIONS: 632,421
DIGITAL SOV: 11.01%

15. 15@SentientInsight#soundscience
ONLINE PLAYS: 730,290
SOCIAL ACTIONS: 35,040
DIGITAL SOV: 2.17%

16. 16@SentientInsight#soundscience
We measured the impact on over 50 brands from 61 ads

17. 17@SentientInsight#soundscience
Market Validation Study Design (Reid & Decker, 2015)
Demographic
Behavioral
Questions
Ad
Exposure
(2 random
Super Bowl
pods)
Conscious
and Non-
conscious
Brand Affinity
Measures
AD EXPOSURE DESIGN PRODUCES TWO
DISTINCT GROUPS FOR EACH AD:
1. EXPOSED (TEST)
2. NOT EXPOSED (CONTROL)

18. 18@SentientInsight#soundscience
Measured Conscious and Non-conscious Impact of Exposure
to Ads
N = 3,107 adults, 21+ years old, US National Sample
14 Conscious trade-offs between 8 options,
with 24 pieces of information on consumer
values gathered per choice, times 3,107
respondents = 1,043,952 Derived Preference
measures + 298,272 Fast Explicit measures,
totals: 1,342,224 measures of System 2
processing
192 Sentient Prime® implicit emotional and
self-identification measures with brands,
times 3,107 respondents = 596,544
measures of System 1 processing
41

19. 19@SentientInsight#soundscience
CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
BRAND RESPONSE LATENCY
(“FAST EXPLICIT”)
r = .88
“Fast Explicit” Brand Liking
ConsciousPreference
forFeaturedBrands

20. 20@SentientInsight#soundscience
CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
SUBCONSCIOUS EMOTIONAL
ASSOCIATIONS
(“TRUE IMPLICIT”)
Sentient Prime Implicit
Emotional Associations With Brands
r = .46
ConsciousPreference
forFeaturedBrands

21. 21@SentientInsight#soundscience
Validation of True Implicit Impact Measures for Ad Testing
0.075 0.088
0.430
Conscious Lift (MaxDiff)
Conscious Lift (MaxDiff + Fast Explicit)
Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift
Correlation with Volume of Social Actions
(iSpotTV top 20 ads)

22. 22@SentientInsight#soundscience
Validation of True Implicit Impact Measures for Ad Testing
0.073 0.083
0.418
Conscious Lift (MaxDiff)
Conscious Lift (MaxDiff + Fast Explicit)
Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift
Correlation with Volume of Online Views
(iSpotTV top 20 ads)

23. 23@SentientInsight#soundscience
Validation of True Implicit Impact Measures for Ad Testing
0.152 0.167
0.516
Conscious Lift (MaxDiff)
Conscious Lift (MaxDiff + Fast Explicit)
Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift
Correlation with Volume of Digital SOV
(iSpotTV top 20 ads)

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Awareness of Applications

25. 25@SentientInsight#soundscience@SentientInsight

26. 26@SentientInsight#soundscience
Application: New Product Launch and Inventory Management
28
69
94
"Buyer's Judgment" Reason Based Model Alone Proportion of Emotion Model
ACTUALIN-MARKET
SALESFORECASTACCURACY

27. 27@SentientInsight#soundscience
Application: Price and Package Size Optimization
ACTUALIN-MARKET
SALESFORECASTACCURACYWALMARTSALES
41
51
80
Reason Based Model Alone
Implicit Emotion Model Alone
Proportion of Emotion Model

28. 28@SentientInsight#soundscience
SALESFORECASTACCURACY
Application: Feature and Benefit Message Emphasis
79
92
Reason Based Model Alone
Proportion of Emotion Model

29. 29@SentientInsight#soundscience@SentientInsight
Executive Round Tables
Day 2 Noon – 1:30pm
Implicit Association
Workshop Day 2 5:00pm

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Let’s get implicit, together!
www.sentientdecisionscience.com/subconsciou
slab
www.sentientprime.com