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. Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011
PostNeuro
Revolu-on
Prac-cal
approach
to
implicit
research

3. [3 ]

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 ]
Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011

6. [6 ]
What
is
the
difference?

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 ]
What
do
Chinese
think?
丰富
Zhou & Wang 2007
Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011

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 ]
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 ]
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 ]
Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011

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 ]
Pepsi
Sound
Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011

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 ]
Pepsi
Sound
trace
Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011

17. [17 ]
Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011

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. Paweł Ciacek, Millward Brown, Poland
NewMR Neuroscience, Biometrics and MR – April 15 2011
Thank you

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 ]
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