ipsos implicit politicians neuro event october 8 2015

Implicit Response Time

October 15 © 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Implicit Networks

2

BELGIUM

Greatgift

Fresh

Treat

Delicious

CravingNEED

TOBUY!

RoyalFamily

Our brain holds intricate networks of associations as the foundation for images, feelings and intentions.

Implicit Reaction Time - -IRT™ measures how closely attributes are aligned.

The faster we respond, the stronger, more EMPHATIC or the more CONVICTION we have for the associations.

Reaction Times Have Been a Focus of Academic Research Since the ‘90s

3

Initiated by the study of racial prejudice and other sensitive issues

Before Implicit Association Test (IAT), traditional paper & pencil questionnaires had hard time proving the existence of racism

IAT measures huge effects

ANTHONYGREENWALD,Washington University The IAT as a measure of implicit consumer attitudes [in:] R. Ohme (Ed) Implicit Processes in Cognition (2001)

MAHZARINBANAJI, Harvard UniversityTwo factors moderate the relationship between implicit and explicit attitudes [in:] R. Ohme (Ed) The nature of automaticity (2002)

IRT is a unique neuro technique

4

Implicit response time measures impact whereas most other techniques measure engagement

5

likeability

Brand Recognition

SYSTEM 2 (CONSCIOUS)

SYSTEM 1 (UNCONSCIOUS)

Facial coding

Biometrics

EEG

Image Attributes% agrees

IMPACTENGAGEMENT

IMPLICIT response time

So what did we do ?

6

Methodology

7

DUTCH:

n=375

FRENCH:

n=3752 CELLS

AntwerpEast FlandersWest FlandersLimburgFlemish Brabant

HainautLiège

NamurBrussels 19

Walloon BrabantLuxembourg

Respondent is exposed to a random selection of 4

politicians

4 politicians per language / per respondent

For each politician ALL ATTRIBUTES are evaluated10 Attributes

Politicians evaluated

8

10 attributes

9

RECHTTOE, RECHTAAN / DROIT AU BUT

GRAPPIG / AMUSANT

ENERGIEK / ÉNERGIQUE

MOEDIG / AUDACIEUX

VERSTANDIG / RAISONNABLE BETROUWBAAR / FIABLE

SYMPATHIEK / SYMPATHIQUE

ZELFVERZEKERD /SÛR DE SOI HARTELIJK / CHALEUREUX

DUIDELIJK / CLAIR

IMPLICIT INDEX=

A standardized, transformed continuous measure of RT that ranges from -1000 to +1000. Higher results indicates faster responses while lower results indicate slower responses. Measures unconscious associations and perceptions

Implicit Association Response score

10

The average range for the implicit index is -225 to +254; values within this range are considered average, while those above it are considered fast and those below it are considered slow.

IMP

LIC

IT [

RT

IND

EX

+500

+254

0

-225

-500

Fast

Average

Slow

What do we think about our politicians ?

11

Our selected politicians do not seem funny, but somewhat confident andwise.

12

0

20

40

60

80

FUNNY

SYMPATHETIC

AFFECTIONATE

RELIABLE

STRAIGHTFORWARD

CLEAR

WISE

CONFIDENT

ENERGETIC

DARING

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can. ABCD: 95% significance level

The Flemish politicians look more confident and appear more wise.

13

0

20

40

60

80

FUNNY

SYMPATHETIC

AFFECTIONATE

RELIABLE

STRAIGHTFORWARD

CLEAR

WISE

CONFIDENT

ENERGETIC

DARING

VL

WAL

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can. ABCD: 95% significance level

14

33% 43% 44% 41% 36% 18% 15% 23% 18% 31% 11%0

10

20

30

40

50

60

70

80

90

100

FUNNY (GRAPPIG/AMUSANT)

15

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

FGHIK AFGHIJK AFGHIJK FGHIJK FGHIK K GK K FGIK

FUNNY (GRAPPIG/AMUSANT)

16

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

33% 43% 44% 41% 36% 18% 15% 23% 18% 31% 11%0

10

20

30

40

50

60

70

80

90

100

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

IMP

LICIT

[RT IN

DEX

]

-463

-252

75

187

61

-22 -32

-114

240

41

-500

-400

-300

-200

-100

0

100

200

300

400

500

Implicit index AverageFast Slow

FGHIK AFGHIJK AFGHIJK FGHIJK FGHIK K GK K FGIK

WISE?

17

68% 46% 77% 83% 75% 71% 56% 38% 36% 40% 19%0

10

20

30

40

50

60

70

80

90

100

WISE (VERSTANDIG/RAISONNABLE)

18

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

BGHIJK IK ABGHIJK ABEFGHIJK BGHIJK BGHIJK K K KBHIJK

WISE (VERSTANDIG/RAISONNABLE)

19

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

68% 46% 77% 83% 75% 71% 56% 38% 36% 40% 19%0

10

20

30

40

50

60

70

80

90

100

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

IMP

LICIT

[RT IN

DEX

]

28

-145

261

136

261

109

292

-171

-268

7

-151

-500

-400

-300

-200

-100

0

100

200

300

400

500

Implicit index AverageFast Slow

BGHIJK IK ABGHIJK ABEFGHIJK BGHIJK BGHIJK K K KBHIJK

Looking at some popular politicians

20

FOCUS ON KRIS PEETERS

21

• Kris Peeters is implicitly associated with more traits than any other politician evaluated.

• ‘Owns’: energetic, sympathetic, affectionate and wise

• But not straightforward

Kris Peeters

FOCUS ON MAGGIE DE BLOCK

22

• Maggie De Block has high scores on almost all attributes.• She is emphatically perceived as sympathetic, affectionate

and daring.• 70% or more explicitly agrees she is confident, wise,

straightforward and clear but the average reaction times suggest hesitation, lip service.

Maggie De Block

FOCUS ON DIDIER REYNDERS

23

• Not a pretty picture…

Didier Reynders

FOCUS ON BART DE WEVER

24

• Bart De Wever scores high on a lot of attributes he is most seen as daring and wise.

• Flemish people pay lip service agreeing he is straightforward.

• Not at all seen as sympathetic or affectionate, and not funny.

Bart De Wever

What were the individual results ?

25

Elections 2014: Preference votes

26

In summary

27

Implicit response time

28

PASSIVE NEURO

SCALEABLE

EASY TO INTEGRATE

AFFORDABLE

MEASURES IMPACT

Applications of implicit

29

BRAND AND IMAGE STUDIES

REPUTATION STUDIES

REBRANDING STUDIES

PACKAGING TESTSCOMMUNICATIONS RESEARCH

CONCEPT TEST

01 02 03

060504

THANK YOU FOR YOUR ATTENTION