Presented by Aaron Reid, Chief Behavioural Scientist, Sentient Decision Science
& Stephen Springfield,Sr. Director, Marketing Innovation, PepsiCo/Frito-Lay
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
11. …HOWEVER, THE RIGHT FIT IS CRITICAL
“How will partnering with Brand A vs. Brand B moderate either of these?”
IMPACT TO BUSINESS
“How will our brand impact
product acceptance in this
category?”
IMPACT TO BRAND
“How will adding this new
product impact brand
perception?”
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12. KNOWING THE QUESTIONS HAS BEEN AS
CHALLENGING AS GETTING THE ANSWERS
Formulated Response
vs. Decision-Level Judgment
Representative Sample
Product Fit vs. Brand Fit
Access to Target Audience
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14. CAN’T SAY / WON’T SAY ISSUE IN RESEARCH
CAN’T SAY
WON’T SAY
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15. SYSTEM 1 AND SYSTEM 2 PROCESSING
“FIRST REACTIONS”
“THINKING”
System 1 ≈ fast, automatic, impulsive,
associative, emotional, and unconscious
processing ≈ limbic.
System 2 ≈ slower, conscious, reflective,
deliberative, analytical, rational, logical
processing ≈ neocortex.
95%
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16. NEURO AND PHYSIO TECHNIQUES TAKE A BITE OUT OF THE
CAN’T SAY WON’T SAY ISSUE
Campaign A
Campaign B
Campaign C
DO WE NEED TO PUT PEOPLE IN THE fMRI TUBE
TO GET THIS KIND OF IMPLICIT INSIGHT?
Falk, Berkman & Lieberman 2012, Psychological Science
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17. 26 DISCRETE
THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR
EMOTIONS
SENTIENT INNOVATION OF RESEARCH METHODS….
COST EFFECTIVE
& FAST
LACKS
DISCRETE EMOTIONS
GLOBALLY
SCALABLE
EXPENSIVE & SLOW
NON-REPRESENTATIVE
ONLINE IMPLICIT
RESEARCH TECHNOLOGY
SOLUTIONS
NEURO-PHYSIO BUSINESS
APPLICATION ISSUES
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18. A RECENT HISTORY OF IMPLICIT RESEARCH
BLUE
GREEN
RED
BLACK
PURPLE
ORANGE
1935
STROOP
EFFECT
REVEALED IN
COGNITIVE
PSYCHOLOGY
RESEARCH
AFFECTIVE
PRIMING
TASKS
EMERGE AS
INDIRECT
MEASURES OF
ATTITUDES
(FAZIO)
1995
BLACK
FACE
OR
POSITIVE
WORD
WHITE FACE
OR
NEGATIVE
WORD
PSYCH
REVIEW METAANALYSIS
VALIDATION
CONSUMER
STUDIES
EMERGE
1998
2007
SOCIAL
PSYCHOLOGY
DEVELOPS
THE IMPLICIT
ASSOCIATION
TEST (IAT)
TO STUDY
STEREOTYPES
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
2013
MOBILE,
CLOUD BASED
IMPLICIT
TECHNOLOGY
EMERGES,
NEURAL
EVIDENCE
PUBLISHED
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19. NEURAL EVIDENCE: GREATER MPFC AND INSULA ACTIVITY
OBSERVED FOR PREFERRED AND SELF-RELEVANT BRANDS IS
HIGHLY CORRELATED WITH ONLINE IMPLICIT MEASURES
RESEARCH FROM THE LAB IS USED TO DEVELOP, VALIDATE AND REFINE
MARKET RESEARCH TECHNIQUES
NEUROPHYSIOLOGICAL
MEASURES
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
IMPLICIT PRIMING
TECHNOLOGY
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21. BEHAVIORAL IMPLICIT TECHNIQUES USING PRIMING AND
RESPONSE TIME TO MEASURE NEURAL NETWORKS
Bold
Exciting
Rebellious
Energetic
Gawronski & Bodenhausen (2006) Psychological Bulletin
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22. FOODSERVICE BRAND EXTENSION TARGET AUDIENCE
THE MOBILE 18-34 YEAR OLD CONSUMER
15%
37%
76%
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
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23. IMPLICIT RESEARCH TECHNOLOGY THAT DETECTS THE DEVICE AND
SERVES THE UI AND BEHAVIORAL RESPONSE MEASURES
PEPSICO DEMO
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24. BEHAVIORAL SCIENCE ADVANCES
Hierarchical Bayesian
Estimation
Approach &
Avoidance Behavior
Performance
Feedback
Behavioral
Economics
PROPRIETARY & CONFIDENTIAL TO
SENTIENT – DO NOT SHARE
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25. EXAMPLE OF INSIGHTS (ILLUSTRATION ONLY)
Additional lift
from customer
brand
Lift in preference
from pairing with
Frito Lay brand
27. SEAMLESS INTEGRATION WITH MOBILE SURVEY TECHNOLOGY
PROVIDES THE WHY BEHIND THE BEHAVIOR
THE WHERE
THE WHAT:
THE WHY:
• IN –SITU DATA CAPTURE OF
CONSUMPTION MOMENTS
AND SHOPPING OCCASIONS
• TRACKING THE
BEHAVIORS
• REVEALING THE
SUBCONSCIOUS
MOTIVATIONS BEHIND
CONSUMER AND
SHOPPER BEHAVIOR
• TAPPING CONSUMER AND
SHOPPER EMOTIONS
ALONG THE PATH TO
PURCHASE
• ADVANCED EXPLANTORY
MODELS OF “WHYS”
BEHIND CONSUMPTION
AND SHOPPER PURCHASE
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