Combining Implicit and Explicit Market Research: IIEX EU 2016 Presentation
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Transcript of Combining Implicit and Explicit Market Research: IIEX EU 2016 Presentation
Emotion and Reason
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Emotion and Reason: It’s Fashionable
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94%69%28%
Implicit New Product Launch
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Overlapping Variance in Oatmeal
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80%51%41%
Implicit Brand, Price/Pack Size Optimization
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CONSCIOUS PREFERENCE(DERIVED FROM CONJOINT)
EMOTIONAL RATING SCALES(EXPLICIT SLIDERS)
11%UNIQUE
89%
Explicit Emotional Slider Scales
Deriv
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onsc
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CONSCIOUS PREFERENCE(DERIVED FROM CONJOINT)
EMOTIONAL RESPONSE LATENCY(“FAST EXPLICIT”)
15%UNIQUE
85%
“Fast Explicit” Emotional Judgments
Deriv
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onsc
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CONSCIOUS PREFERENCE(DERIVED FROM CONJOINT)
SUBCONSCIOUS EMOTIONAL ASSOCIATIONS
(“TRUE IMPLICIT”)
66%UNIQUE
34%
Sentient Prime Implicit Emotional Associations
Deriv
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onsc
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CONSCIOUS PREFERENCE(DERIVED FROM CONJOINT)
41% SUBCONSCIOUS EMOTIONAL
ASSOCIATIONS(“TRUE IMPLICIT”)
51%
US RETAILER HOT CEREAL $SALES
At Odds in Ad Testing?
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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
Cons
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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
Cons
ciou
s Pr
efer
ence
fo
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atur
ed B
rand
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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)
Correlation with Volume of Digital SOV
(source: iSpotTV top 20 ads)
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30% of all Sentient Prime® Data is Collected on Mobile
whereis.sentientprime.com
Global. Mobile. True Implicit.
www.sentientdecisionscience.com
