the history and future of connecting with the consumer non-conscious

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The History and Future of Subconscious Marketing.

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Were going to show you how measuring non-conscious emotional associations will give you deeper insight on how to drive success for your brand.

Were going to show you how quantifying the impact of emotion on choice can double your accuracy in forecasting sales of your new product.

Were going to show you how to combine emotion and reason into a unified System 1 and System 2 consumer decision making algorithm.

Were going to show case studies of real in market validation of the theory, measures and models.

But before we do that we need to ask a question

GRIT REPORTCrossing the Chasm with Non-Conscious TechniquesPercent using neuromarketing techniques201320142015The Chasm

The Business of Behavioral Insight

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When did marketing begin?

@SentientInsight

2015

1970

1941

1731

1450

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Perhaps it began before then consider some marketing that is currently happening in New Guinea.

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Now lets consider the Superb Bird of Paradise

A 165 MILLION YEAR OLD MATING CALL: DIFFERENTIATION IN A NOISY ENVIRONMENT

Jurassic ChirpCuriously, A. musicus sang at a relatively low frequencyabout 6 kHzcompared with the 10 kHz or greater of most living katydids. Thats a clue to the Jurassic environment of ferns and conifers in which it lived. Among other things, low-frequency sounds carry farther, penetrate underbrush better and are more readily detected amid a din than are high-frequency sounds. SOURCE: SMITHSONIAN

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Implicitly powered by@aaronashleyreidHere is a replication of an advertisement for a product that I would venture to say is likely the oldest marketing message youve ever heard a 165 million year old mating call. Look at the description of that marketplace ferns and conifers and a katydid had to have a message that could cut through the clutter of other messages in the environment a 6 HZ subconsciously influential callDoes that sound familiar to anyone7

@SentientInsight

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@aaronashleyreid

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Does this have any human correlaries?

EMOTIONAL BRANDING

@aaronashleyreidImplicitly powered byTHE LOOK: A HUMAN UNIVERSAL TRIGGER FOR AROUSAL

@aaronashleyreidImplicitly powered by

ONLINE PLAYS: 730,290

SOCIAL ACTIONS: 35,040

DIGITAL SOV: 2.17%

Implicitly powered by@aaronashleyreidIts not all about sex, right?

Revenge matters too

What if you could predict that kind of social contagion?

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ONLINE PLAYS: 1,586,543


DIGITAL SOV: 11.01%

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Implicitly powered by@aaronashleyreidIts not all funny, either, right?

Wouldnt it be great to be able to predict that kind of social contagion?13

Sentient SubtextTM measured the implicit impact of 61 ads on 50 brands

n= 3,107 US ConsumersSystem 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


DIGITAL SOV: 11.01%

http://bit.ly/implicitadtesting

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Validation of True Implicit Measures for Ad Testing

Correlation with Contagion (Digital SOV) (source: iSpotTV top 20 ads)

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Is there a globally scaled method for measuring the non-conscious?

WONT SAYMarket Researchers have long known that Consumers often wont tell you the true drivers of their behavior for fear of social embarrassment.

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CANT SAYHowever, recent advances in behavioral science have revealed that Consumers often dont have conscious access to the true drivers of their behavior.

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Implicit research techniques must not be direct, deliberate, controllable self-assessments. - Nosek, Hawkins & Frazier, 2011

True ImplicitResponse Latency

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http://bit.ly/demdebate1



Priming and Response Time Implicit Research Technology Measures Automatic Associations with Brands

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30% of all Sentient Prime Data is Collected on Mobile

whereis.sentientprime.com

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Implicitly powered by@aaronashleyreidIs human decision making more complex?

Implicitly powered by@aaronashleyreidEU = pi u(xi) Expected UtilityProbabilitySumUtilityOutcomeSubjective expected utility theory the basis of most consumer choice models in market research today.Herbert Simon debunked this rational-human model of decision making, in 1955.

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Why are we still using that rational model to predict consumer choice sixty years later?

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

Diamond #21.05 Carats

Diamond #1.83 CaratsDegrees of emotional response are quantities that we trade-off in decision makingReid & Gonzalez-Vallejo (2009), Emotion as a Tradeable Quantity, Journal of Behavioral Decision MakingBiometrics Combined With Advanced Choice Based Conjoint Models Twice As Accurate

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Emotion often overrides our reason in our daily lives

There is a special desperation that comes from watching the sun set outside your desk window as your fingers keep clicking away at the keys. And the unique exhaustion from a day thats lingered too long makes your trip to the near-empty supermarketand your attempt to scrounge up something resembling a meal at this fleeing houra protracted, sagging sigh.

You know exactly what you need: a jar of marinara sauce and some rigatoni, maybe a crown of broccoli or a loaf of focaccia. But the bright shock of red that greets you as you walk through the sliding doors diverts you from your path. The color and the slightly sweet scent of all the stacked pints of organic strawberries at the perimeter display stir old memories of summers spent sitting in the humid dusk watching the haze dissipate as the sun dips below the peaks of the roofs.

On those nights, plucking the green crowns from the red bodies was Zen meditation. You need that sort of contentment tonight, and you wont miss the 7 dollars it costs you.29



Implicitly powered by@aaronashleyreidGawronski & Bodenhausen (2006)

Summer NightsWarmChildhoodSecurityThe Stimulus Activates Associations

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Emotion quantitatively combines with reason.Summer NightsWarmChildhoodSecurity

SYSTEM 1

EMOTIONALLY WEIGHTED CONSUMER CHOICESYSTEM 2Anticipated Taste -

$7.00 a pint

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We need to use the most advanced choice models to assess conscious deliberation (system 2 thinking)

We need a globally scaled, representative, quantitative implicit method to assess non-conscious associations (system 1 thinking)

We need a scientifically validated model of how to integrate system 1 and System 2 data into a single predictive model of bRAND EQUITY

This requires a three step SolutiON

BEST OF ESOMAR

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94%69%28%

Implicit New Product Launch

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91%56%

Implicit Messaging, Claims and Feature Emphasis

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The Future of Marketing to the Non-Conscious


Proportion of Emotion Model Business Applications

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Global. Mobile. Quantifiably Emotional.

www.sentientdecisionscience.comtry.sentientprime.com