1) The document discusses using implicit tests to measure consumer perceptions beyond what they explicitly say. It explains how implicit tests can reveal unconsciously associated values with brands or products.
2) A case study is described where a brand wants to develop new packaging that conveys key values. Implicit association tests were used along with explicit questioning to evaluate how well 5 prototype packs conveyed the brand's values.
3) The results showed the top performing prototype packs increased positive purchase intent compared to the current packaging, though the current pack still had the highest intent. Implicit tests provided insights beyond what consumers explicitly reported.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, What Consumers Really Think: Neurometric Response to Advertising in iPad® Magazines. EmSense technology was used to measured consumer responses such as eye tracking and neuro-scientific responses. Use of a bio-sensory involvement map was presented on. The presentation included examples for iPad® Magazines and Korean Air. The presenters included, Betsy Frank-Chief Research & Insights Officer at Time Inc., Elissa Moses-Chief Analytics at EmSense Corporation, & Michael Haggerty-SVP, US Director, Research & Marketing Accountability at Universal McCann.
Week 4 the neural basis of consciousness introduction to the visual systemNao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are behavioral and neural signatures of nonconscious processing?
2) Can blindsight-like behavior induced in monkeys? What are the evidence?
3) How can we discriminate nonconscious from conscious behaviors using a concept of metacognition?
4) What is the structure of eye and how does it shape our conscious vision?
Week 2 neural basis of consciousness: introduction to the research methods ts...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) How can we characterize our phenomenology
- Introduction to psychophysical methods
2) How can we measure neural activity in the brain?
- What is the source of the neural activity?
Week 8 : The neural basis of consciousness : consciousness vs. attention Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) How can we define “attention”?
2) What are the paradigms to manipulate attention?
3) What are the neuronal mechanisms of attention?
4) How can we explain the relationship between attention and consciousness?
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, What Consumers Really Think: Neurometric Response to Advertising in iPad® Magazines. EmSense technology was used to measured consumer responses such as eye tracking and neuro-scientific responses. Use of a bio-sensory involvement map was presented on. The presentation included examples for iPad® Magazines and Korean Air. The presenters included, Betsy Frank-Chief Research & Insights Officer at Time Inc., Elissa Moses-Chief Analytics at EmSense Corporation, & Michael Haggerty-SVP, US Director, Research & Marketing Accountability at Universal McCann.
Week 4 the neural basis of consciousness introduction to the visual systemNao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are behavioral and neural signatures of nonconscious processing?
2) Can blindsight-like behavior induced in monkeys? What are the evidence?
3) How can we discriminate nonconscious from conscious behaviors using a concept of metacognition?
4) What is the structure of eye and how does it shape our conscious vision?
Week 2 neural basis of consciousness: introduction to the research methods ts...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) How can we characterize our phenomenology
- Introduction to psychophysical methods
2) How can we measure neural activity in the brain?
- What is the source of the neural activity?
Week 8 : The neural basis of consciousness : consciousness vs. attention Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) How can we define “attention”?
2) What are the paradigms to manipulate attention?
3) What are the neuronal mechanisms of attention?
4) How can we explain the relationship between attention and consciousness?
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
a. Why are we interested in consciousness?
b. What do we mean by consciousness?
c. How can we study consciousness?
d. What are the potential problems when one wants to
understand and test a possibility of consciousness in animals, plants and robots?
Applying the scientific method in Software EvaluationBenjamin Heitmann
Is Computer Science a real Science? If yes, then how does the scientific method apply to computer science. What are the benefits of doing experiments as a computer scientist?
And how can we apply the scientific method to the evaluation of design and implementation of software?
Week 5 neural basis of consciousness eyes, early visual system and conscious...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What is our peripheral experience?
- A closer look with color, motion, and metacognition
2) What neural mechanisms underlie the transmission of visual input from the eyes to the brain?
3) What is a receptive field of a neuron?
4) What are the key properties of V1 (the primary visual cortex)?
5) What are the implications of the properties of V1 for conscious phenomenology?
6) What are the visual pathways from the eyes to the brain, and its implication for blindsight?
Week 9 the neural basis of consciousness : dissociation of consciousness &...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are the logic and evidence of experiments which demonstrate dissociation between attention and consciousness?
2) How do they manipulate & assess consciousness?
3) How do they manipulate & assess attention?
Week 11 neural basis of consciousness : consciousness and integration (1)Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) How can we compute integrated information?
2) How we can estimate the proposed boundary of consciousness?
3) What are the reported phenomenology / behaviors of split brain patients?
4) How does IIT explain various known facts about consciousness, such as split brain patients?
SDOA – Service Design and Organizational Activation. Enhanced lecture course Gatech 2012, Industrial Design. This presentation is part of the "breadth" part of the lecture series - designed to give service design students an understanding of business-relevant tools and concepts.
Week 10 neural basis of consciousness integrated information theory of consc...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What is IIT?
2) Where does IIT start to construct the theory?
3) What are the five core properties of every phenomenology that IIT considers important?
4) What is the neuronal measure that was inspired by the IIT?
The interplay of affect and cognition in consumer decision making. Baba Shiv & Alexander Fedorikhin
Buying Behavior presentation: Andreea Dicu, Raquel Gonzalez Martin,
François-Xavier Jeanne, Carmen Neghina, Algirdas Sabaliauskas
Decision-making is usually a secondary topic in psychology, relegated to the last chapters of textbooks. Most of the time these chapters acknowledge the failure of the “homo economicus” model and propose to understand human irrationality as the product of heuristic and biases, which may be rational under certain environmental conditions. Psychology pictures decision-making as a deliberative task, studied by multiple-choice tests using the traditional paper and pen method. Psychological research on decision-making assumes that the subjects’ competence in probabilistic reasoning – as revealed by these tests – is a good description of their decision-making capacities. This conception takes for granted (1) that the process of reasoning about action is identical to the process of decision-making and (2) that psychology documents either human failures to comply with rational-choice standards or how mental mechanisms are ecologically rational. In this talk, I argue that decision neuroscience (“neuroeconomics”) may suggest another approach for the study and the nature of decision-making. Research in this field show that information processing in decision is affective, embodied and prosocial: Evolutionary older neural structures, such as the limbic system or dopaminergic neurons, are highly involved in subjective risk and certainty assessment; somatosensory information is integrated in prefrontal areas and helps evaluating choices; In games where players may adopt fair or unfair attitudes, the first ones tend to be more frequent and the second ones elicit emotionally negative reaction.
Moreover, I suggest (against bounded rationality) that these mechanisms achieve near-optimality in social decision-making and (against ecological rationality) that this optimality is not fitness-enhancing. Consequently, I argue that the study of decision-making should be construed as an investigation into “natural rationality” (the mechanisms by which cognitive agents make decisions) and that decision-making should be a central concern for psychology.
Week 6 neural basis of consciousness neural correlates of consciousnessNao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are the neural correlates of consciousness (NCC)?
2) What are positive and negative evidence for V1 as the NCC?
3) What are the properties of neurons in higher visual areas?
Week 7 the neural basis of consciousness: higher visual areas and the nccNao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are the evidence supporting the claim that higher visual areas are the NCC?
2) What are the phenomenological and behavioral characteristics of binocular rivalry?
3) How did the researchers establish the binocular rivalry paradigm with monkeys as participants?
4) What are the implications of the NCC studies using binocular rivalry?
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
a. Why are we interested in consciousness?
b. What do we mean by consciousness?
c. How can we study consciousness?
d. What are the potential problems when one wants to
understand and test a possibility of consciousness in animals, plants and robots?
Applying the scientific method in Software EvaluationBenjamin Heitmann
Is Computer Science a real Science? If yes, then how does the scientific method apply to computer science. What are the benefits of doing experiments as a computer scientist?
And how can we apply the scientific method to the evaluation of design and implementation of software?
Week 5 neural basis of consciousness eyes, early visual system and conscious...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What is our peripheral experience?
- A closer look with color, motion, and metacognition
2) What neural mechanisms underlie the transmission of visual input from the eyes to the brain?
3) What is a receptive field of a neuron?
4) What are the key properties of V1 (the primary visual cortex)?
5) What are the implications of the properties of V1 for conscious phenomenology?
6) What are the visual pathways from the eyes to the brain, and its implication for blindsight?
Week 9 the neural basis of consciousness : dissociation of consciousness &...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are the logic and evidence of experiments which demonstrate dissociation between attention and consciousness?
2) How do they manipulate & assess consciousness?
3) How do they manipulate & assess attention?
Week 11 neural basis of consciousness : consciousness and integration (1)Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) How can we compute integrated information?
2) How we can estimate the proposed boundary of consciousness?
3) What are the reported phenomenology / behaviors of split brain patients?
4) How does IIT explain various known facts about consciousness, such as split brain patients?
SDOA – Service Design and Organizational Activation. Enhanced lecture course Gatech 2012, Industrial Design. This presentation is part of the "breadth" part of the lecture series - designed to give service design students an understanding of business-relevant tools and concepts.
Week 10 neural basis of consciousness integrated information theory of consc...Nao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What is IIT?
2) Where does IIT start to construct the theory?
3) What are the five core properties of every phenomenology that IIT considers important?
4) What is the neuronal measure that was inspired by the IIT?
The interplay of affect and cognition in consumer decision making. Baba Shiv & Alexander Fedorikhin
Buying Behavior presentation: Andreea Dicu, Raquel Gonzalez Martin,
François-Xavier Jeanne, Carmen Neghina, Algirdas Sabaliauskas
Decision-making is usually a secondary topic in psychology, relegated to the last chapters of textbooks. Most of the time these chapters acknowledge the failure of the “homo economicus” model and propose to understand human irrationality as the product of heuristic and biases, which may be rational under certain environmental conditions. Psychology pictures decision-making as a deliberative task, studied by multiple-choice tests using the traditional paper and pen method. Psychological research on decision-making assumes that the subjects’ competence in probabilistic reasoning – as revealed by these tests – is a good description of their decision-making capacities. This conception takes for granted (1) that the process of reasoning about action is identical to the process of decision-making and (2) that psychology documents either human failures to comply with rational-choice standards or how mental mechanisms are ecologically rational. In this talk, I argue that decision neuroscience (“neuroeconomics”) may suggest another approach for the study and the nature of decision-making. Research in this field show that information processing in decision is affective, embodied and prosocial: Evolutionary older neural structures, such as the limbic system or dopaminergic neurons, are highly involved in subjective risk and certainty assessment; somatosensory information is integrated in prefrontal areas and helps evaluating choices; In games where players may adopt fair or unfair attitudes, the first ones tend to be more frequent and the second ones elicit emotionally negative reaction.
Moreover, I suggest (against bounded rationality) that these mechanisms achieve near-optimality in social decision-making and (against ecological rationality) that this optimality is not fitness-enhancing. Consequently, I argue that the study of decision-making should be construed as an investigation into “natural rationality” (the mechanisms by which cognitive agents make decisions) and that decision-making should be a central concern for psychology.
Week 6 neural basis of consciousness neural correlates of consciousnessNao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are the neural correlates of consciousness (NCC)?
2) What are positive and negative evidence for V1 as the NCC?
3) What are the properties of neurons in higher visual areas?
Week 7 the neural basis of consciousness: higher visual areas and the nccNao (Naotsugu) Tsuchiya
12-week lecture series on "the neural basis of consciousness" by Prof Nao Tsuchiya.
Given to 3rd year undergraduate level. No prerequisites.
Contents:
1) What are the evidence supporting the claim that higher visual areas are the NCC?
2) What are the phenomenological and behavioral characteristics of binocular rivalry?
3) How did the researchers establish the binocular rivalry paradigm with monkeys as participants?
4) What are the implications of the NCC studies using binocular rivalry?
How Brain Science Turns Browsers into Buyers: SXSW 2012Roger Dooley
Slides from Roger Dooley's panel, How Brain Science Turns Browsers into Buyers at SXSW 2012. The first part is an introduction to the panel's topic and the importance of marketing to the non-conscious part of the consumer's brain.
Two individual strategies are covered. First, "putting your customer in the ad" looks at ways to personalize marketing using either data supplied by the individual or from social media profiles. Second, the ability of male buying behavior to be influenced by images of an attractive woman is illustrated.
Roger Dooley MIMA 2013 - Neuromarketing & Web PersuasionRoger Dooley
Slides for Minnesota Interactive Marketers Association March 2013 event, Neuromarketing & Web Persuasion, presented by Roger Dooley, author of Brainfluence.
In a presentation at the 2016 Neuromarketing World Forum, Aaron Reid of Sentient Decision Science joined NeuroStrata's Thom Noble to share how creative agencies can use neurotools to optimize their creative works in progress. The pair presented the concept via the story of one particular production company in London: Saddington Baynes. Note: These slides do not contain the complete NMWF presentation.
Auditory brainstem response (ABR)
Approximately 1 of every 1000 children is born deaf. Many more are born with less severe degrees of hearing impairment, while others may acquire hearing loss during early childhood.
combination of technological advances in ABR and otoacoustic emissions (OAE) testing methods are used for evaluation of hearing in newborns.
Consumer Behaviour Part2: The Individual PerspectiveSebastiano Mereu
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.
Operating in a connected world and the power of doingMartin Bailie
From London creative agency glueIsobar's Head of Planning Martin Bailie
I describe:
How people learn
What happens when we interact with technology
Why involvement with brands and businesses grows recommendation and sales
How this information can help be more successful
Methodologie des tests en salle immersive - LE SENSOLIER 2018 - ABIVEN - PINHASFrançois Abiven
La société The Lab in the Bag a développé un concept d’espaces immersifs multi-sensoriels : de taille variable, ils permettent de vivre, seul ou collectivement, des scenarii dans lesquels tous les sens sont stimulés.
Ces dispositifs peuvent notamment être utilisés pour des tests de produits en environnement reconstitué. Ce qui ne va pas sans poser quelques questions méthodologiques qui sont évoquées dans cette présentation.
How to evaluate a gastronomic experience ? the role of spontaneous language to capture emotions.
In the context of high quality food, such as meals in a gastronomic restaurant, classical approaches using liking levels hardly differentiate recipes as products are all rated excellent. More, recipes are often complex, with many stimuli contributing the overall judgment: the visual dressing of the plate, the flavour and texture of each component, e.g. meat, vegetable 1, vegetable 2, sauce, starch…
Thanks to the R3m score, the spontaneous verbalization helped to go beyond rational diagnosis, bringing emotional dimensions crucial for this high-end culinary universe, such as surprise, aesthetics and originality of the dishes.
Repères studies in multi-sensory immersive roomsFrançois Abiven
The Lab in the Bag department at Repères has just launched a new version of its concept of a nomadic polysensorial immersive room, which makes it possible to conduct a polysensorial product experience for individual consumers or groups of consumers by controlling the visual, aural and olfactive, as well as haptic dimensions (heat, wind, mist, etc.).
This awarded method from REPERES uses the R3M score with a very simple method of data collection (1 question, 3 words, 1 exclusive algorithm) and makes it possible:
o To identify the key dimensions of the brand which leave a mark in the mind of the consumer (REFLEX ASSETS) and will be drivers in the decision-making process,
o To measure to what extent marketing actions have an impact on these assets: reinforcement, reduction, the creation of new associations, etc.
Repères - Les études en salle immersive - mai 2017François Abiven
The Lab in the Bag : La salle immersive poly-sensorielle de Repères qui ouvre le champ des possibles en termes de contextualisation des études marketing
Repères R3m actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...François Abiven
Extrait de la Présentation primée à l'IREP FORUM le 25 avril 2017. La méthode présentée permet :
. D’identifier les dimensions clés de la marque qui laissent une trace dans le cerveau du consommateur (ACTIFS REFLEXES®) et qui vont être moteurs dans ses processus décisionnels,
. De mesurer en quoi les actions marketing impactent sur ces actifs : renforcement, minoration, création de nouvelles associations…
Reperes and AgroParisTech joins to work on the contextualization of the tasting. Alcohol-free beers were tested in 2 atmospheres - clubby and beach - thanks to The Lab in the Bag, a poly-sensory immersive room created by Reperes.
Etude Repères Agroparistech en salle immersive (mars 2017)François Abiven
Repères et AgroParisTech s’associent pour travailler sur la contextualisation de la dégustation. Des bières sans alcool testées dans 2 ambiances discothèque et plage grâce à The Lab in the Bag, une salle immersive poly-sensorielle innovante crée par Repères !
Un mode d'interrogation révolutionnaire qui en seulement 3 mots donne plus d'enseignements que les approches classiques.
L'approche R3M ne fait appel qu'à l'expression spontanée.
Il n'y a donc pas de réponses de convenance, de rationalisation, de biais, d'induction, ou de justification.
Notre algorithme, issu de 3 ans de recherche, analyse les 3 mots spontanés, décode l'engagement émotionnel du répondant et le mesure sans qu'il le sache.
Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...François Abiven
Dans le cadre du colloque HEC agroalimentaire, Repères a interrogé 118 dirigeants français sur leur vision des enjeux de la filière agroalimentaire.
Parmi les résultats, on relève 3 leviers majeurs pour la croissance :
. la premiumisation et la différenciation,
. l'innovation,
. les investissements pour moderniser et gagner en compétitivité.
Résultats enquête de satisfaction clients repères 2013 François Abiven
Repères est un institut d'études marketing certifié ISO. Notre démarche qualité intègre une interrogation de nos clients sur leur satisfaction vis-à--vis de nos prestations.
Nous avons le plaisir de partager ces résultats.
Résultats enquête de satisfaction Repères décembre 2012François Abiven
Repères est un institut d'études marketing certifié ISO. Notre démarche qualité intègre une interrogation de nos clients sur leur satisfaction vis-à--vis de nos prestations.
Nous avons le plaisir de partager ces résultats...
4. 4
“The trouble with market research is
that people don’t think how they feel,
they don’t say what they think and
they don’t do what they say”
David Ogilvy
5. 5
of brain activity is below the
threshold of consciousness
Over of what we “know” was learned
implicitly (unconsciously)
6. It is essential to take emotions 6
into account
The majority of our decisions and thoughts are
a combination of emotion and reason
7. But emotions are difficult to 7
measure!
Being capable of measuring:
• Subtle (low intensity) emotions
• Unconscious (hidden) emotions
• Mixed (simultaneous) emotions
8. An enriched toolkit 8
EEG Skin
IRM
Neurofocus’ Mynd conductance
(Affectiva’s Q
sensor)
Eyetracker
(Tobii) Facial Coding Implicit Association Test
(Paul Ekman’s FACS) (Harvard’s implicit project)
9. Measuring emotions at 9
REPERES
Projective The analysis of Implicit tests
qualitative non-verbal
research among communication
a large number
in conjunction with
of people
What are the What happens What is the impact
emotional bonds before I express an of a stimulus
between a brand opinion? beyond what
and consumers? consumers say?
12. Perception: a complex mechanism… 12
What do you perceive here?
How did you recognize it was a shoe?
The recognition of an object (sometimes in 20 milliseconds) whatever its position is
possible because perception automatically draws on knowledge already stored in our
memory.
There is therefore a dual mechanism at work: extraction of perceptual information from
the environment and implicit retrieval of information stored in our memory.
13. Perception: a matter of sense… 13
…and individuals
The conclusion we arrive at will differ according to the information we retrieve from our
memory!
Recognition of an object is therefore very heavily influenced by the first pieces of information
we retrieve from our memory, which tend to be the most frequent, recent… and/or
(emotionally) striking ones!
14. Perception: a matter of sense… 14
…and available resources
The whole recognition process is conditioned by the availability of our resources!
Yet in a “modern” environment we no longer have the resources needed to process all the information
that is constantly bombarding our brain.
The brain therefore makes an (attentional) selection of the information and only part of it is truly
analysed.
15. Perception process: a mechanism that is... 15
Perceptions of
the outside world
…highly subjective!
…and largely
unconscious!
System 1 System 2
Quick Slow
Automatic Conscious
Unconscious Requires effort
The emotional field The field of rationalisation
17. Traditional (declaration-based) questionnaires give 17
access to a part of perception
Questionnaire !
A certain number of well known
biases exist…
- Social desirability
- Post-rationalisation
- Checked responses
Declared responses are not
always predictive of behaviour
Info accessible to the consciousness
of the people interviewed
18. The challenge… 18
To complete “traditional” measures with a non declarative measure
For a fuller and more reliable assessment
Questionnaire Non declarative measure
Info accessible to the consciousness For accessing the unconscious
of the people interviewed
19. How? 19
Look for the values automatically associated with a product
Principle:
Measure reaction time Distract attention
20. Principle of implicit tests (example of priming) 20
Method:
A test comprising a succession of sequences!
Focus point
Stimulus
Response time measured
Dog Target
Cat
Lexical decision task
Is it a real word from the French language?
21. Principle of implicit tests (example of priming) 21
Focus point Focus point
Stimulus Stimulus
Target Target
Pasta Car
Fast “word” response Slower “word” response
Focus point
Stimulus
Target
“Pseudo-word” response – distraction sequence
22. Principle of the test carried out 22
Implicit test
To reveal the values
conveyed unconsciously
Overall analysis
Full diagnosis of the
brand values perceived by
consumers
Explicit test
To evaluate the inferred
brand image, from a more
rational point of view
24. 24
A brand wishes to develop new packs that
will effectively convey certain key values of
Background their brand.
Preliminary in-depth qualitative research to identify
the words used by consumers to express the values
of the brand
5 packaging routes have been developed
The aim is to evaluate the impact of each pack as
regards its capacity to convey the different values of
the brand
25. 25
An implicit association test combined with
traditional explicit questioning
Protocol Hall test
In Paris, Lyon, Marseille, Montpellier, Metz,
Bordeaux and Nantes from 16 to 25 May
2011
On-street recruitment and in-hall
interviews
Self-completion CAWI
120 female consumers of the product category
26. 26
20 minute questionnaire:
Screener: eligibility questions
Interviews
Implicit questionnaire
Test of 6 stimuli (packs) and 5 target
words (brand values)
Explicit questionnaire
For each pack, evaluation of the target
words on an agreement scale
Brand image inferred by the packs
on a dozen items (CATA)
28. Purchase intent 28
Pack 2 Pack 4 Pack 5 Pack 1 Pack 3 CURRENT
Positive purchase intent
74% 76% 80% 79% 78% 85% +
The current pack stands out in terms of positive PI
The other packs are at parity
29. Comprehension of the packs and inferred image 29
Pack 2 Pack 4 Pack 5 Pack 1 Pack 3 CURRENT
Credible pack
QUALITY Clear, easy to Easy to
understand understand
pack pack TRUST
PROXIMITY
-- TRUST QUALITY
-- PROXIMITY Pack is difficult
to understand
-- LOYALTY
-- ADDED No particular outstanding points in
VALUE Does not terms of inferred brand image
match
-- QUALITY expectations
31. How can we analyse the results? 31
Pack
TRUST
5 Pack
3
LOYALTY
CURR PROXIMITY
Pack ENT
4 Pack ADDED
2 VALUE
Pack
1 QUALITY
Measure the PACK – WORD response time
Variance analysis
32. Current pack performances 32
Reminder of the
explicit results
CURRENT
Trust
Proximity 85% PI +
Current Credible pack
pack
TRUST
PROXIMITY
Loyalty
Quality QUALITY
Strength of the
Added
association value
Confirms the good explicit results
33. Pack_3 performances 33
Reminder of the
explicit results
Pack 3
Trust
No particular
Proximity
outstanding
Current points in
terms of
pack
brand image
Quality Loyalty
Added
value
A very impactful pack, whereas in the explicit results it was rather “lifeless”
34. Pack_1 performances 34
Reminder of the
Trust explicit results
Proximity Pack 1
No particular
outstanding
points in
Current
terms of
pack brand image
Régule
Quality
Added
Loyalty
value
The pack struggles to convey the brand values effectively
36. Summary of pack performances 36
Overall
Implicit score for the
pack
association
++ Score = 3 Score = 5 Score = 6
In line with
the average Score = 2 Score = 4 Score = 5
-- Score = 1 Score = 2 Score = 3 Explicit
association
-- In line with the
average
++
37. Summary of pack performances 37
Implicit
association
Less explicit activation No
++ Work on an explicit (long- reworking
needed
term) message
In line with Less implicit
the average activation
Work on
“scripting the
Pack that brand values”
requires an
-- in-depth Explicit
reworking association
-- In line with the
average
++
38. Summary: current pack 38
Implicit
association Score
= 25
TRUST
CURRE
++ PROXIMITY
NT
ADDED VALUE
In line with QUALITY
the average LOYALTY
-- Explicit
association
-- In line with the
average
++
39. Summary: pack 3 39
Implicit
association Score
= 23
QUALITY
Pack 3
++ TRUST
PROXIMITY
ADDED VALUE
In line with
the average
LOYALTY
-- Explicit
association
-- In line with the
average
++
40. Summary: pack 1 40
Implicit
association Score
= 14
Pack 1
++
ADDED VALUE
In line with
the average QUALITY
LOYALTY
-- TRUST Explicit
PROXIMITY association
-- In line with the
average
++
42. 42
Benefits
• Innovatory results:
• A complementary evaluation method to traditional
tests that is well suited to FMCG
• Precise reworking recommendations for excellence
as regards pack execution
43. 43
Benefits
• A new dimension of the consumer that it is possible to
quantify
• A reliable measure already proven in the field of
cognitive psychology
• A simple measure to implement