Sentient Subconscious Workshop IIEX

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1 HOW TO DESIGN AND ANALYZE A TRUE SUBCONSCIOUS STUDY

Transcript of Sentient Subconscious Workshop IIEX

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HOW TO DESIGN AND ANALYZE A TRUE

SUBCONSCIOUS STUDY

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WORKSHOP AGENDA

1. SYSTEM 1 VERSUS SYSTEM 2 PROCESSING

2. INTRODUCTION TO IMPLICIT RESEARCH

TECHNOLOGIES

– SENTIENT PRIMETM IMPLICIT ASSOCIATIONS

– IMPLICT VERSUS EXPLICIT TECHNIQUES & DEMO

3. RESPONDENT EXPERIENCE PARTICIPATION DEMO

– http://iiex1.sentientprime.com  

– http://iiex2.sentientprime.com  

4. DESIGNING A SUBCONSCIOUS STUDY

– SOFTWARE AS A SERVICE TRIAL

– http://try.sentientprime.com

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SYSTEM 1 AND SYSTEM 2 PROCESSING

System 1 ≈ fast, automatic, impulsive, associative, emotional, and unconscious

processing ≈ limbic.

“FIRST REACTIONS”

System 2 ≈ slower, conscious, reflective, deliberative, analytical, rational, logical

processing ≈ neocortex.

“THINKING”

95%

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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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THREE EXAMPLES OF IMPLICIT RESEARCH TECHNOLOGY: BIOMETRICS, NEURO MEASURES, IMPLICIT ASSOCIATION TYPE TESTS

BIOMETRICS (SCR, HEART RATE)

NEURO (EEG)

IMPLICIT ASSOCIATIONS(SENTIENT PRIMETM, IAT)

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Diamond #2 is only 27% larger yet evokes 175% more arousal.

Diamond #2

$9,3001.05 Carats

REID & GONZALEZ-VALLEJO (2009): BIOMETRICS COMBINED WITH ADVANCED CHOICE BASED CONJOINT MODELS TWICE AS ACCURATE

$5,250.83 Carats

Diamond #1

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REID & ZHANG (2013): EEG WITH SOURCE LOCALIZATION SHOWSIMPLICIT SELF-RELEVANCE AND LIKING OF A BRAND ACTIVATES THE AIC

500 ms

2000 ms

500 ~1500 msRandom ITI

Sensible

150 ms

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THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR SENTIENT INNOVATION OF RESEARCH METHODS….

IMPLICIT ASSOCIATION SOLUTIONS

NEURO-BIO BUSINESS APPLICATION CHALLENGES

EXPENSIVE & SLOWER

IN-THE-MOMENT LIMITS

LACK DISCRETE EMOTIONS

MOBILE & GLOBALLY SCALABLE

COST EFFECTIVE & FAST

26 DISCRETE EMOTIONS

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WE NEED MORE THAN OVERALL EMOTIONAL RESPONSE. SENTIENT PRIME MEASURES 26 DISCRETE EMOTIONS FOR

COMPELLING MARKETING EXECUTION INSIGHTA

RO

US

AL

VALENCE POSITIVENEGATIVE

LOW

HIG

H

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1111

DON’T THINK OF A WHITE BEAR

AUTOMATIC, IRREPRESSIBLE COGNITION

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Gawronski & Bodenhausen (2006)

SENTIENT PRIMETM USES THE PRINCIPLES OF PRIMING AND RESPONSE TIME COMBINED WITH EXPERIMENTAL DESIGN TO

MEASURE NEURAL NETWORK ASSOCIATIONS

Celebration

Warmth

Childhood

Security

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SENTIENT POE STUDIES REVEAL HOW THE SUBCONSCIOUS (SYSTEM 1) GIVES RISE TO EMOTION AND INTERACTS WITH REASONED TRADE-OFFS (SYSTEM 2)

Celebration

Warm

Childhood

Security

SYSTEM 1

EMOTIONALLY WEIGHTED

CONSUMER CHOICE

SYSTEM 2

7 DAYS @ DISNEY - $9,300

PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE

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IMPLICIT VERSUS EXPLICIT DEMO

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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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REID & DECKER (2014): TRUE IMPLICIT TECHNIQUES HAVE A DISTINCTIVE PREDICTIVE PROPERTIES FROM “FAST EXPLICIT” TECHNIQUES

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NOT ALL IMPLICIT IS CREATED EQUAL

Behavioral Economics Effects

Hierarchical Bayesian Estimation

Real-time Performance Feedback

Approach & Avoidance Behavior

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RESPONDENT EXPERIENCE

PARTICIPATION DEMO

http://iiex1.sentientprime.com  

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PARTICIPANT EXPERIENCE

DEMONSTRATION

http://iiex2.sentientprime.com  

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DESIGNING A SUBCONSCIOUS STUDY

http://try.sentientprime.com

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APPENDIX

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A RECENT HISTORY OF IMPLICIT RESEARCH

1935 1995 1998 2007 2013

SOCIAL PSYCHOLOGY

DEVELOPS THE IMPLICITASSOCIATION

TEST (IAT) TO STUDY

STEREOTYPES

META-ANALYSIS

VALIDATION

CONSUMER STUDIES

SENTIENT LAUNCHES

V2.0

SENTIENT PRIMETM GOES

MOBILE & CLOUD BASED.

NEURAL EVIDENCE

PUBLISHED.

AFFECTIVE PRIMING TASKS

EMERGE AS INDIRECT

MEASURES OF ATTITUDES

(FAZIO)

STROOP EFFECT

REVEALED IN COGNITIVE

PSYCHOLOGY RESEARCH

BLUEGREEN

REDBLACKPURPLEORANGE

BLACK FACEOR

POSITIVE WORD

WHITE FACEOR

NEGATIVE WORD

2525PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE

109.2

101.5

112.1

105.9

109.2

92.9

99.7

89.587.9

103.9101.9

107.0109.0

100.2

91.4

95.4

87.1

106.4

b

EXCITEMENT, PRIDE, RELIEF AND THE ABSENCE OF ANXIETY CHARACTERIZED CUSTOMER FEELINGS VS.

PROSPECTS

EMOTIONS FOR CUSTOMERS VERSUS PROSPECTS

Sadness Guilt Shame Anxiety Excitement Satisfaction Pride Gratitude Relief

a

b

Alpha indicates significant difference between segments at 90% confidence level. Sentient Prime Discrete Emotional Associations

b

CUSTOMERSPROSPECTS

* RESULTS ARE FOR ILLUSTRATION ONLY