In a presentation at the 2016 Neuromarketing World Forum, Aaron Reid of Sentient Decision Science joined NeuroStrata's Thom Noble to share how creative agencies can use neurotools to optimize their creative works in progress. The pair presented the concept via the story of one particular production company in London: Saddington Baynes. Note: These slides do not contain the complete NMWF presentation.
12. p.
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Resistance to Traditional Measures
Measuring the emotional impact of creativity
has been a challenge using traditional research tools
13. p.
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4.7 6.3 6.7
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Creative Industry Resistance to Traditional Measures
Doesn’t feel
right
Biggest gulf in credibility
for traditional tools
28. p.
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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
29. p.
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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
Does Response Latency = Implicit?
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CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
BRAND RESPONSE LATENCY
(“FAST EXPLICIT”)
r = .88
“Fast Explicit” Brand Liking
ConsciousPreference
forFeaturedBrands
Implicit measures should be additive (different in a meaningful way)
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CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
SUBCONSCIOUS EMOTIONAL ASSOCIATIONS
(“TRUE IMPLICIT”)
Sentient Prime® True Implicit
Emotional Associations With Brands
r = .46
ConsciousPreference
forFeaturedBrands
Implicit measures should be additive (different in a meaningful way)
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0.63
0.43
0.35
USA Today Admeter Fast Explicit
True Implicit
Correlation with Behavioral Contagion
(source: Digital SOV iSpotTV top 20 ads)
VALIDATION OF SENTIENT PRIME® TRUE IMPLICIT
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Device, OS and Web Browser Agnostic =
representative true implicit research
technology.
GLOBAL. MOBILE. TRUE IMPLICIT.
40. p.
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WITH OVER 100 MILLION SUBCONSCIOUS ASSOCIATIONS MEASURED
ACROSS THE GLOBE IN THE LAST YEAR ALONE, SENTIENT PRIME® HAS
THE LARGEST DATABASE OF CONSUMER IMPLICIT ASSOCIATIONS IN
THE WORLD
56. Engagement Insights™
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Methodology
Most widely used parameters:
• Car Colour
• Car Angle
• Choice of grade or trim level
• Style of Lighting
• Choice of location / studio
• Static or Action
• With or without Talent
• With or without visual effects
We vary one parameter at a time to reduce ‘noise’ in data