Sentient Subconscious Workshop IIEX
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Dr. Aaron Reid of Sentient Decision Science leads a workshop on conducting implicit research studies for brand positioning, ad tests, and packaging.
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Sentient Subconscious Workshop IIEX
- 1. 1 HOW TO DESIGN AND ANALYZE A TRUE SUBCONSCIOUS STUDY
- 2. 2 WORKSHOP AGENDA 1. SYSTEM 1 VERSUS SYSTEM 2 PROCESSING 2. INTRODUCTION TO IMPLICIT RESEARCH TECHNOLOGIES – SENTIENT PRIMETM IMPLICIT ASSOCIATIONS – IMPLICT VERSUS EXPLICIT TECHNIQUES & DEMO 3. RESPONDENT EXPERIENCE PARTICIPATION DEMO – http://iiex1.sentientprime.com – http://iiex2.sentientprime.com 4. DESIGNING A SUBCONSCIOUS STUDY – SOFTWARE AS A SERVICE TRIAL – http://try.sentientprime.com 2
- 3. 3 SYSTEM 1 AND SYSTEM 2 PROCESSING System 1 ≈ fast, automatic, impulsive, associative, emotional, and unconscious processing ≈ limbic. “FIRST REACTIONS” System 2 ≈ slower, conscious, reflective, deliberative, analytical, rational, logical processing ≈ neocortex. “THINKING” 95%
- 5. 5 implicit research technology, n. A specialized set of indirect research tools that can reveal System 1 processing by measuring unintentional and uncontrollable responses to stimuli. Implicit research techniques must not be direct, deliberate, controllable self-assessments. - Nosek, Hawkins & Frazier, 2011
- 6. 6 THREEEXAMPLES OF IMPLICITRESEARCHTECHNOLOGY: BIOMETRICS,NEUROMEASURES, IMPLICITASSOCIATIONTYPE TESTS BIOMETRICS (SCR,HEARTRATE) NEURO(EEG) IMPLICIT ASSOCIATIONS (SENTIENTPRIMETM,IAT)
- 7. 77 Diamond #2 is only 27% larger yet evokes 175% more arousal. Diamond #2 $9,300 1.05 Carats REID &GONZALEZ-VALLEJO(2009):BIOMETRICSCOMBINEDWITHADVANCEDCHOICEBASED CONJOINTMODELS TWICEASACCURATE $5,250 .83 Carats Diamond #1
- 8. 8 REID&ZHANG(2013):EEG WITHSOURCELOCALIZATIONSHOWS IMPLICITSELF-RELEVANCEANDLIKINGOF A BRANDACTIVATESTHEAIC 500 ms 2000 ms 500 ~1500 ms Random ITI Sensible 150 ms
- 9. 9 THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR SENTIENT INNOVATION OF RESEARCH METHODS…. IMPLICIT ASSOCIATION SOLUTIONS NEURO-BIO BUSINESS APPLICATION CHALLENGES EXPENSIVE & SLOWER IN-THE-MOMENT LIMITS LACK DISCRETE EMOTIONS MOBILE & GLOBALLY SCALABLE COST EFFECTIVE & FAST 26 DISCRETE EMOTIONS
- 10. 10 WE NEED MORE THAN OVERALL EMOTIONAL RESPONSE. SENTIENT PRIME MEASURES 26 DISCRETE EMOTIONS FOR COMPELLING MARKETING EXECUTION INSIGHT AROUSAL VALENCE POSITIVENEGATIVE LOWHIGH 26
- 11. 1111 DON’T THINK OF A WHITE BEAR AUTOMATIC, IRREPRESSIBLE COGNITION
- 12. 12 Gawronski & Bodenhausen (2006) SENTIENT PRIMETM USES THE PRINCIPLES OF PRIMING AND RESPONSE TIME COMBINED WITH EXPERIMENTAL DESIGN TO MEASURE NEURAL NETWORK ASSOCIATIONS Celebration Warmth Childhood Security
- 13. 13 SENTIENT POESTUDIESREVEAL HOWTHE SUBCONSCIOUS(SYSTEM 1) GIVESRISETOEMOTION ANDINTERACTSWITHREASONED TRADE- OFFS(SYSTEM 2) Celebration Warm Childhood Security SYSTEM 1 EMOTIONALLY WEIGHTED CONSUMER CHOICE SYSTEM 2 7 DAYS @ DISNEY - $9,300 PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
- 15. 1515 “FAST EXPLICIT”TECHNIQUESREQUIREAN EXPLICITJUDGMENT (INTENTIONAL&CONTROLLABLE) ANDOFTEN MEASURETHE RESPONSETIME(INDIRECT)– MEETINGONLY ONEOUTTHREE IMPLICITCRITERIA
- 16. 1616 REID &DECKER (2014):TRUEIMPLICITTECHNIQUESHAVEA DISTINCTIVEPREDICTIVEPROPERTIESFROM “FAST EXPLICIT”TECHNIQUES
- 17. 1717 NOT ALL IMPLICIT IS CREATED EQUAL Behavioral Economics Effects Hierarchical Bayesian Estimation Real-time Performance Feedback Approach & Avoidance Behavior
- 23. 23 APPENDIX
- 24. 2424 A RECENT HISTORY OF IMPLICIT RESEARCH 1935 1995 1998 2007 2013 SOCIAL PSYCHOLOGY DEVELOPS THE IMPLICIT ASSOCIATION TEST (IAT) TO STUDY STEREOTYPES META- ANALYSIS VALIDATION CONSUMER STUDIES SENTIENT LAUNCHES V2.0 SENTIENT PRIMETM GOES MOBILE & CLOUD BASED. NEURAL EVIDENCE PUBLISHED. AFFECTIVE PRIMING TASKS EMERGE AS INDIRECT MEASURES OF ATTITUDES (FAZIO) STROOP EFFECT REVEALED IN COGNITIVE PSYCHOLOGY RESEARCH BLUE GREEN RED BLACK PURPLE ORANGE BLACK FACE OR POSITIVE WORD WHITE FACE OR NEGATIVE WORD
- 25. 2525 PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE 109.2 101.5 112.1 105.9 109.2 92.9 99.7 89.5 87.9 103.9 101.9 107.0 109.0 100.2 91.4 95.4 87.1 106.4 b EXCITEMENT, PRIDE, RELIEF AND THE ABSENCE OF ANXIETY CHARACTERIZED CUSTOMER FEELINGS VS. PROSPECTS EMOTIONS FOR CUSTOMERS VERSUS PROSPECTS Sadness Guilt Shame AnxietyExcitement Satisfaction Pride Gratitude Relief a b Alpha indicates significant difference between segments at 90% confidence level. Sentient Prime Discrete Emotional Associations b CUSTOMERS PROSPECTS * RESULTS ARE FOR ILLUSTRATION ONLY
Editor's Notes
- Source activity from bilateral insula was detected, with slightly stronger activity from the left. Notably, only brand 1 – brand 3 produced insula activation, that is greater insula activation during self-brand association is only observed among highly liked brands. The insula has been found to be related to many things, but of interest to our discussion here are the results finding the relation of insula activation with abstract representations of the self. However, the MPC activation of brand preference holds true across self-brand association
- SYSTEM ONE IS ACTIVATED AND GIVES RISE DIRECTLY TO FEELINGS OF HAPPINESS AND ALSO SERVES AS AN INFORMATION FEED INTO SYSTEM 2 PROCESSING (REASON BASED TRADE-OFFS). THESE TRADE-OFFS INCLUDE CONSIDERATIONS OF PRICE WHICH IN TURN PRODUCE A RESULTING EMOTION OF ANXIETY. THERE IS A MOTIVATIONAL STRUGGLE FOR THE DECISION MAKER – AS THE ANXIETY IS RELEVANT TO IMPORTANT PREVENTION RELATED MOTIVATIONS TO AVOID LOSS, WHILE THE HAPPINESS EMOTION TAPS INTO PROMOTION RELATED MOTIVATIONS OF ACHIEVING EXCITING END-STATES.
- The Sentient Vision