implicit concept testing & 3 keys to broader adoption of consumer neuroscience
TRANSCRIPT
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Implicit Concept Testing
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Three Keys to Broader Adoption of Consumer
Neuroscience
1. Sound Science 2. Application
Awareness 3. Market Validation
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1. USE THE MOST ADVANCED METHODS TO ASSESS CONSCIOUS
DELIBERATION (SYSTEM 2 THINKING)
2. USE TRUE IMPLICIT METHODS TO ASSESS NON-CONSCIOUS
ASSOCIATIONS (SYSTEM 1 THINKING)
3. USE A SCIENTIFICALLY VALIDATED MODEL OF HOW TO INTEGRATE
SYSTEM 1 AND SYSTEM 2 DATA INTO BEHAVIOR PREDICTIONS
SOUND DECISION SCIENCE
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Use a quantitative model of how emotion and reason combine
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EMOTIONALLY WEIGHTED CONSUMER CHOICE
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The applications are vast – we need to spread the word
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Concept Testing Case Study
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TIER 2: EMOTIONALLY-WEIGHTED CHOICE
(SYSTEM 1 + SYSTEM 2)
TIER 1: EMOTIONAL APPEAL
(SYSTEM 1)
Two Tiers of Concept Testing: Depending on Precision Required
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METRICS
CONCEP
T A
CONCEP
T B
CONCEPT
C
CONCEPT
D
CONCEPT
E
CONCEP
T F
CONCEP
T G
CONCEPT
H
CONCEP
T I
CONCEP
T J
Emotional Appeal 23.7 22.8 21.4 20.7 20.7 18.6 17.9 16.0 15.1 14.7
Relative Sales in Market
$23.5M $19.0M $17.8M $17.3M $17.2M $15.4M $14.9M $13.3M $12.6M $12.2M
Overall Brand Fit
Score118.5 113.4 115.4 113.9 105.9 106.6 119.5 121.6 113.0 111.8
Strongest Implicit
Association
Great Tasting Fun Heritage Original Pure Exclusive Great
Tasting Social Great Tasting Pure
Delivering for the Business and Brand: Concept Performance Scorecards were the Summary Output
CONCEPT PULSE™ SCORECARD
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90.0
100.0
ASSOCIATION 16ASSOCIATION 1
ASSOCIATION 2
ASSOCIATION 3
ASSOCIATION 4
ASSOCIATION 5
ASSOCIATION 6
ASSOCIATION 7
ASSOCIATION 8ASSOCIATION 9
ASSOCIATION 10
ASSOCIATION 11
ASSOCIATION 12
ASSOCIATION 13
ASSOCIATION 14
ASSOCIATION 15
AUTO
MATIC ASSO
CIATION
S
The automatic (non-conscious) associations were quantified revealing implicit consumer connections with the product concept
Masked Concept Image
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-15 -10 -5 0 5 10 1575
80
85
90
95
100
105
110
115
120
125
POINT OF DIFFERENCE VS. COMP.
STR
ENG
HT
OF
ASS
OCI
ATI
ON ASSOCIATION 11
ASSOCIATION 10
ASSOCIATION 15
ASSOCIATION 12
ASSOCIATION 1
ASSOCIATION 7
ASSOCIATION 6
ASSOCIATION 5ASSOCIATION 4
ASSOCIATION 3
ASSOCIATION 2
ASSOCIATION 14ASSOCIATION 13
ASSOCIATION 8
ASSOCIATION 16
ASSOCIATION 9
Size Of Bubble = Importance of the Association with Existing Brand
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Many new concepts involve existing brands, so fit diagnostics on important associations were provided for brand analysis
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11
1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% 5.5% 6.0%78.0
79.0
80.0
81.0
82.0
83.0
84.0
85.0
86.0
PERFORMANCE VS. FIT
AVG UNIT SHARE OF PREFERENCE
FIT
WIT
H B
RA
ND
CH
OIC
E D
RIV
ERS
A
Enabling a more robust business performance/brand fit analysis
Y-AXIS = AVG. STRENGTH OF ASSOCIATIONS RELATIVE TO PRE-DETERMINED BRAND BENCHMARKS
E
F
AC
BD
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$1.00 $1.19 $1.49 $1.69 $2.00 $2.19 $2.49 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
PRICE ELASTICITY
price per unit
esti
mat
ed u
nit
shar
e
Mean standard error is +/- 0.77 at 95% confidence; on average, differences are statistically significant at +/- 1.54
+49% $/UNIT +13.4% $/UNIT
-40.9% UNIT
FALLOFF
-17.1% UNIT
FALLOFF
We then generated price elasticity curves, revealing demand
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BASE CONCEPT A CONCEPT B CONCEPT C CONCEPT D CONCEPT E CONCEPT F CONCEPT G CONCEPT H
34.0
26.4 21.8
27.5 29.4 30.0 31.0 31.7
24.5
7.52 12.11
6.44 4.51 4.00 2.98 2.22
9.44
5.33
13.48
4.57 3.60 3.79 2.41 2.18
9.49
CORECANNIBALIZEDINCREMENTAL
ESTI
MAT
ED U
NIT
S (m
m)
The quantitative data shows source of volume/incrementality
INCREMENTAL GROWTH
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Client Perspective on Use
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Implicit picked the winning concept and provided a more accurate forecast of business results – because it quantified the visceral reaction
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Biggest Launch in 7-Eleven’s History2nd Best-Selling SKU
617.3MM impressions (earned)Run-rate is 3X Forecast
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Implicit brand fit analysis moved our innovation from a product with a Doritos endorsement to a new sub-brand that leveraged the “boldness” of Doritos: Doritos Loaded!
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Early concept “product”
positioning:Crunchers, or
Poppers
Implicit insights said dial up the Bold!
LaunchedAs Doritos
Loaded
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The implicit profiling revealed which partners to launch with next and where to take innovation for our other brands
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Mobile, Global, Scientific Measurement of the Non-
Conscious
www.sentientprime.com