Sentient Prime™ Implicit Workshop from IIEX NA 2015
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Transcript of Sentient Prime™ Implicit Workshop from IIEX NA 2015
ADDING IMPLICIT METHODS TO YOUR RESEARCH
TOOLBOX
bit.ly/sentientdemoiiex
TRY.SENTIENTPRIME.COM
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CONSUMERS OFTEN CAN’T OR WON’T TELL YOU THE TRUE DRIVERS OF THEIR BEHAVIOR.
SENTIENT PRIME® IMPLICIT RESEARCH TECHNOLOGY HAS MEASURED OVER 50 MILLION
SUBSCONCIOUS ASSOCIATIONS WITH BRANDS, PRODUCTS AND PACKAGING ACROSS THE GLOBE IN THE LAST 12 MONTHS ALONE…
BUSINESS HAS BEEN WAITING FOR PRACTICAL
AND SCALABLE METHODS FOR
MEASURING THOSE SUBCONSCIOUS
DRIVERS.
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WORKSHOP OUTLINE
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1. IMPLICIT RESEARCH TECHNOLOGY
– TRUE IMPLICIT VERSUS “FAST EXPLICIT”
TECHNIQUES
2. IMPLICIT BRAND STUDY AS A RESPONDENT
– BIT.LY/SENTIENTDEMOIIEX
3. INTERPRETING IMPLICIT RESEARCH RESULTS
4. DESIGNING A TRUE IMPLICIT BRAND STUDY
– DESIGN LOGIN: TRY.SENTIENTPRIME.COM
5. DESIGNING A TRUE IMPLICIT ADVERTISING TEST
6. DESIGNING A TRUE IMPLICIT PACKAGE TEST
7. DESIGNING A TRUE IMPLICIT CONCEPT TEST
8. ADDITIONAL APPLICATIONS
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1. IMPLICIT RESEARCH TECHNOLOGY
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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
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DON’T THINK OF A WHITE BEAR
AUTOMATIC, IRREPRESSIBLE COGNITION
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Gawronski & Bodenhausen (2006)
PRIMING AND RESPONSE TIME COMBINED WITH EXPERIMENTAL DESIGN MEASURES NEURAL NETWORK ASSOCIATIONS
Happiness
Refreshing
Guilt?
Sexy?
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IS IT IMPLICIT?
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“FAST EXPLICIT” TECHNIQUES REQUIRE AN EXPLICIT JUDGMENT (INTENTIONAL & CONTROLLABLE)
AND OFTEN MEASURE THE RESPONSE TIME (INDIRECT) –
MEETING ONLY ONE OUT THREE IMPLICIT CRITERIA
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True Implicit techniques
must not be:
DirectDeliberate
Controllable Self-
Assessments
“Fast Explicit” – quick conscious judgments
Try it on your mobile: bit.ly/sentientdemoiiex
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AFFECTIVE PRIMING IMPLICIT
TECHNIQUES FIRST DISPLAY A
“PRIME”
THEN AN EMOTION OR AN
ATTRIBUTE APPEARS THAT NEEDS TO BE CORRECTLY
SORTED INTO A “BUCKET”
NEGATIVE
POSITIVE
THE RESPONSE TIME IS
RECORDED AS AN IMPLICIT MEASURE OF
THE ASSOCIATION BETWEEN THE “PRIME” AND THE “BUCKET”
NEGATIVE
POSITIVE
REID & DECKER (2014): TRUE IMPLICIT TECHNIQUES MEASURE NON-CONSCIOUS ASSOCIATIONS AND HAVE DISTINCTIVE PREDICTIVE
PROPERTIES
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True Implicit Techniques must
not be:
DirectDeliberate
Controllable Self-Assessments
True Implicit with
Try it on your mobile:bit.ly/sentientdemoiiex
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GLOBAL. MOBILE. TRUE IMPLICIT.
Device, OS and Web Browser Agnostic = representative true implicit research technology.
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2. IMPLICIT RESEARCH AS A RESPONDENT
bit.ly/sentientdemoiiex
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3. INTERPRETING IMPLICIT RESEARCH
RESULTS
IMPLICIT ASSOCIATION MAPS SHOW DIFFERENTIATION
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Strength of Implicit Association with Brand
Client Brand
Competitor Brand
Social
Happiness
Satisfaction
Guilt
ExcitementSexy
Rewarding
Refreshing
Weaker fit Stronger fit
Associations are stronger to the edges and weaker toward the center
NOTE: Gray boxes illustrate the zone of standard error around the Total Average values on each dimension. Data points that do not overlap a gray box are significantly different from average on that dimension, at the 95% level of confidence.
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4. DESIGNING A TRUE IMPLICIT BRAND STUDY
TRY.SENTIENTPRIME.COM
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5. DESIGNING A TRUE IMPLICIT ADVERTISING
STUDY
TRY.SENTIENTPRIME.COM
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6. DESIGNING A TRUE IMPLICIT PACKAGE
TESTING STUDY
TRY.SENTIENTPRIME.COM
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6. DESIGNING A TRUE IMPLICIT CONCEPT
TESTING STUDY
TRY.SENTIENTPRIME.COM
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ADDITIONAL APPLICATIONS
TRY.SENTIENTPRIME.COM
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TRY.SENTIENTPRIME.COM
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Application: New Product Launch and Inventory Management
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"Buyer's Judgment" Reason Based Model Alone Proportion of Emotion Model
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Application: Price and Package Size Optimization
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Reason Based Model AloneImplicit Emotion Model AloneProportion of Emotion Model
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SA
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YApplication: Feature and Benefit Message Emphasis
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Reason Based Model Alone
Proportion of Emotion Model