Researchers disagree on what constitutes true implicit testing versus fast explicit response testing, and on where each methodology is most applicable. THIS is true implicit response testing.

1. Global. Mobile. True
Implicit.
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2. Sound Science

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Does Response Latency = Implicit?

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Implicit research techniques must not be direct,
deliberate, controllable self-assessments.
- Nosek, Hawkins & Frazier, 2011

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True Implicit
Response
Latency

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True Implicit
Response
Latency

8. THE BUSINESS OF BEHAVIORAL INSIGHTPowered by…
http://bit.ly/demdebate1
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9. Does it Really Matter?

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Sentient SubtextTM measured the implicit impact of 61 ads on 50 brands
n= 3,107 US
Consumers
System 1:
596,544

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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

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CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
BRAND RESPONSE LATENCY
(“FAST EXPLICIT”)
r = .88
“Fast Explicit” Brand Liking
ConsciousPreference
forFeaturedBrands
Implicit measures should be additive (different in a meaningful way)

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CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
SUBCONSCIOUS EMOTIONAL
ASSOCIATIONS
(“TRUE IMPLICIT”)
Sentient Prime® True Implicit
Emotional Associations With Brands
r = .46
ConsciousPreference
forFeaturedBrands
Implicit measures should be additive (different in a meaningful way)

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Validation of True Implicit Measures for Ad Testing
0.146 0.147
0.546
Conscious Lift (MaxDiff)
Conscious Lift (MaxDiff + Fast Explicit)
Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift
Correlation with Volume of Digital SOV
(source: iSpotTV top 20 ads)

15. Business Applications

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Business Applications for True Implicit Research
90.0
100.0
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30% of all Sentient Prime® Data is Collected on Mobile
whereis.sentientprime.com

18. Global. Mobile. True Implicit.
www.sentientdecisionscience.co
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