true implicit with sentient prime

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Page 1: True Implicit with Sentient Prime

Global. Mobile. True Implicit.

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Page 2: True Implicit with Sentient Prime

Sound Science

Page 3: True Implicit with Sentient Prime

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Does Response Latency = Implicit?

Page 4: True Implicit with Sentient Prime

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Implicit research techniques must not be direct, deliberate, controllable self-assessments.

- Nosek, Hawkins & Frazier, 2011

Page 5: True Implicit with Sentient Prime
Page 6: True Implicit with Sentient Prime

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True ImplicitResponse Latency

Page 7: True Implicit with Sentient Prime

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True ImplicitResponse Latency

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THE BUSINESS OF BEHAVIORAL INSIGHTPowered by…

http://bit.ly/demdebate1

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Does it Really Matter?

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

n= 3,107 US Consumers

System 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

SOCIAL ACTIONS: 632,421

DIGITAL SOV: 11.01%

http://bit.ly/implicitadtesting

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CONSCIOUS BRAND PREFERENCE

(DERIVED FROM MAX DIFF)

BRAND RESPONSE LATENCY(“FAST EXPLICIT”)

r = .88

“Fast Explicit” Brand Liking

Cons

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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

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Implicit measures should be additive (different in a meaningful way)

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Validation of True Implicit Measures for Ad Testing

0.146 0.147

0.546

Conscious Lift (MaxDiff)Conscious Lift (MaxDiff + Fast Explicit)

Correlation with Volume of Digital SOV

(source: iSpotTV top 20 ads)

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Business Applications

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Business Applications for True Implicit Research

90.0

100.0

ASSOCIATION 16ASSOCIATION 1

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ASSOCIATION 3

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ASSOCIATION 5

ASSOCIATION 6

ASSOCIATION 7

ASSOCIATION 8ASSOCIATION 9

ASSOCIATION 10

ASSOCIATION 11

ASSOCIATION 12

ASSOCIATION 13

ASSOCIATION 14

ASSOCIATION 15

Page 17: True Implicit with Sentient Prime

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30% of all Sentient Prime® Data is Collected on Mobile

whereis.sentientprime.com

Page 18: True Implicit with Sentient Prime

Global. Mobile. True Implicit.

www.sentientdecisionscience.com