Sentient Subconscious Workshop IIEX
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Transcript of Sentient Subconscious Workshop IIEX
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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, 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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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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“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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DATA OUTPUT
Chart
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DATA OUTPUT
Chart
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DESIGNING A SUBCONSCIOUS STUDY
http://try.sentientprime.com
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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