The History and Future of Connecting with the Consumer Non-Conscious
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Dr. Aaron Reid explores the history of connecting with consumer subconscious and a discussion of what the future holds for implicit research technologies. The non-conscious impact of marketing is universal with a long history, predating the printing press, and a future that will eclipse our most effective advertising today. Dr. Reid takes us on a journey showing how non-conscious marketing is not a “nice-to-have” but rather is essential from the selling of commodities and premium goods to the very propagation of life. Illustrated with sales evidence from consumer case studies, this talk demonstrates how emotion and reason combine uniquely within humans to produce consumer behavior. The audience will learn how to combine emotion and reason in their predictive consumer models, and will walk away armed with access to technologies for quantifying the impact of emotion on choice.
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The History and Future of Connecting with the Consumer Non-Conscious
- 1. The History and Future of Subconscious Marketing. Powered by…
- 2. THE BUSINESS OF BEHAVIORAL INSIGHTImplicitly powered by… 9 13 14 GRIT REPORT Crossing the Chasm with Non-Conscious Techniques Percent using “neuromarketing” techniques 2013 2014 2015 The Chasm
- 3. When did marketing begin?
- 7. Implicitly powered by…@aaronashleyreid7 A 165 MILLION YEAR OLD MATING CALL: DIFFERENTIATION IN A NOISY ENVIRONMENT Jurassic Chirp “Curiously, A. musicus sang at a relatively low frequency—about 6 kHz—compared with the 10 kHz or greater of most living katydids. That’s a clue to the Jurassic environment of ferns and conifers in which it lived. Among other things, low-frequency sounds carry farther, penetrate underbrush better and are more readily detected amid a din than are high-frequency sounds.” SOURCE: SMITHSONIAN
- 10. @aaronashleyreid Implicitly powered by… EMOTIONAL BRANDING
- 11. @aaronashleyreid Implicitly powered by… THE LOOK: AHUMAN UNIVERSAL TRIGGER FOR AROUSAL
- 12. Implicitly powered by…@aaronashleyreid ONLINE PLAYS: 730,290 SOCIAL ACTIONS: 35,040 DIGITAL SOV: 2.17%
- 13. Implicitly powered by…@aaronashleyreid13 ONLINE PLAYS: 1,586,543 SOCIAL ACTIONS: 632,421 DIGITAL SOV: 11.01%
- 14. Implicitly powered by…@aaronashleyreid14 Sentient SubtextTM measured the implicit impact of 61 ads on 50 brands n= 3,107 US Consumers System 1: 596,544
- 15. Implicitly powered by…@aaronashleyreid15 Best practice: Validate on ability to predict separate behavioral measures of interest (e.g. Sales data, Online Social Actions, Retention Rates) ONLINE PLAYS: 1,586,543 SOCIAL ACTIONS: 632,421 DIGITAL SOV: 11.01% http://bit.ly/implicitadtesting
- 16. Implicitly powered by…@aaronashleyreid16 Validation of True Implicit Measures for Ad Testing Correlation with Contagion (Digital SOV) (source: iSpotTV top 20 ads) 0.345 0.63 USA Today Admeter Non-Conscious Lift
- 17. Is there a globally scaled method for measuring the non- conscious?
- 18. WON’T SAY Market Researchers have long known that Consumers often won’t tell you the true drivers of their behavior for fear of social embarrassment.
- 19. CAN’T SAY However, recent advances in behavioral science have revealed that Consumers often don’t have conscious access to the true drivers of their behavior.
- 20. Implicit research techniques must not be direct, deliberate, controllable self-assessments. - Nosek, Hawkins & Frazier, 2011
- 21. Implicitly powered by…@aaronashleyreid21 True Implicit Response Latency
- 22. THE BUSINESS OF BEHAVIORAL INSIGHTImplicitly powered by… http://bit.ly/demdebate1
- 23. Implicitly powered by…@aaronashleyreid23 Priming and Response Time Implicit Research Technology Measures Automatic Associations with Brands
- 24. Implicitly powered by…@aaronashleyreid24 30% of all Sentient Prime® Data is Collected on Mobile whereis.sentientprime.com
- 25. Is human decision making more complex?
- 26. Implicitly powered by…@aaronashleyreid26 EU = Σpi ● u(xi) Expected Utility Probability Sum Utility Outcome Subjective expected utility theory – the basis of most consumer choice models in market research today. Herbert Simon debunked this “rational-human” model of decision making, in 1955.
- 27. Implicitly powered by…@aaronashleyreid 27 Why are we still using that rational model to predict consumer choice sixty years later?
- 28. Implicitly powered by…@aaronashleyreid28 Diamond #2 is only 27% larger yet evokes 175% more arousal. Diamond #2 1.05 Carats Diamond #1 .83 Carats Degrees of emotional response are quantities that we “trade-off” in decision making Reid & Gonzalez-Vallejo (2009), Emotion as a Tradeable Quantity, Journal of Behavioral Decision Making Biometrics Combined With Advanced Choice Based Conjoint Models Twice As Accurate
- 29. THE BUSINESS OF BEHAVIORAL INSIGHTImplicitly powered by… Emotion often overrides our “reason” in our daily lives There is a special desperation that comes from watching the sun set outside your desk window as your fingers keep clicking away at the keys. And the unique exhaustion from a day that’s lingered too long makes your trip to the near-empty supermarket—and your attempt to scrounge up something resembling a meal at this fleeing hour—a protracted, sagging sigh. You know exactly what you need: a jar of marinara sauce and some rigatoni, maybe a crown of broccoli or a loaf of focaccia. But the bright shock of red that greets you as you walk through the sliding doors diverts you from your path. The color and the slightly sweet scent of all the stacked pints of organic strawberries at the perimeter display stir old memories of summers spent sitting in the humid dusk watching the haze dissipate as the sun dips below the peaks of the roofs. On those nights, plucking the green crowns from the red bodies was Zen meditation. You need that sort of contentment tonight, and you won’t miss the 7 dollars it costs you. 29
- 30. Implicitly powered by…@aaronashleyreid30 Gawronski & Bodenhausen (2006) Summer Nights Warm Childhood Security The Stimulus Activates Associations
- 31. Implicitly powered by…@aaronashleyreid31 Emotion quantitatively combines with reason. Summer Nights Warm Childhood Security SYSTEM 1 EMOTIONALLY WEIGHTED CONSUMER CHOICE SYSTEM 2 Anticipated Taste - $7.00 a pint
- 32. 1. WE NEED TO USE THE MOST ADVANCED CHOICE MODELS TO ASSESS CONSCIOUS DELIBERATION (SYSTEM 2 THINKING) 2. WE NEED A GLOBALLY SCALED, REPRESENTATIVE, QUANTITATIVE IMPLICIT METHOD TO ASSESS NON- CONSCIOUS ASSOCIATIONS (SYSTEM 1 THINKING) 3. WE NEED A SCIENTIFICALLY VALIDATED MODEL OF HOW TO INTEGRATE SYSTEM 1 AND SYSTEM 2 DATA INTO A SINGLE PREDICTIVE MODEL OF BRAND EQUITY THIS REQUIRES A THREE STEP SOLUTION BEST OF ESOMAR
- 33. Implicitly powered by…@aaronashleyreid33 94%69%28% Implicit New Product Launch
- 34. Implicitly powered by…@aaronashleyreid34 91%56% Implicit Messaging, Claims and Feature Emphasis
- 35. The Future of Marketing to the Non-Conscious
- 36. Implicitly powered by…@aaronashleyreid36 Proportion of Emotion Model Business Applications 90.0 100.0 ASSOCIATION 16 ASSOCIATION 1 ASSOCIATION 2 ASSOCIATION 3 ASSOCIATION 4 ASSOCIATION 15 ASSOCIATION 6 ASSOCIATION 7 ASSOCIATION 8 ASSOCIATION 9 ASSOCIATION 10 ASSOCIATION 11 ASSOCIATION 12 ASSOCIATION 13 ASSOCIATION 14 ASSOCIATION 5
Editor's Notes
- We’re going to show you how measuring non-conscious emotional associations will give you deeper insight on how to drive success for your brand. We’re going to show you how quantifying the impact of emotion on choice can double your accuracy in forecasting sales of your new product. We’re going to show you how to combine emotion and reason into a unified System 1 and System 2 consumer decision making algorithm. We’re going to show case studies of real in market validation of the theory, measures and models. But before we do that we need to ask a question…
- Perhaps it began before then – consider some “marketing” that is currently happening in New Guinea.
- Now let’s consider the “Superb Bird of Paradise”
- Here is a replication of an advertisement for a “product” – that I would venture to say is likely the oldest marketing message you’ve ever heard – a 165 million year old mating call. Look at the description of that marketplace – ferns and conifers and a katydid had to have a message that could cut through the clutter of other messages in the environment – a 6 HZ subconsciously influential call…Does that sound familiar to anyone
- Does this have any human correlaries?
- It’s not all about sex, right? Revenge matters too – What if you could predict that kind of social contagion?
- It’s not all funny, either, right? Wouldn’t it be great to be able to predict that kind of social contagion?