Sentient’s Dr. Aaron Reid joined implicit industry leaders, Dr. Rafal Ohme, and Dr. Cristina De Balanzo for a Warc Webinar about the “Latest Thinking on Implicit Testing.” Dr Reid discussed implicit concept testing and three keys to broader adoption of consumer neuroscience: sound science, application awareness, and market validation.

1. Implicit Concept Testing

2. Three Keys to Broader Adoption
of Consumer Neuroscience
1.
Sound
Science
2. Application Awareness 3. Market Validation

3. 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

4. THE BUSINESS OF BEHAVIORAL INSIGHTPowered by…#warcwebinar
Use a quantitative model of how emotion and reason combine
4
EMOTIONALLY WEIGHTED CONSUMER CHOICE

5. THE BUSINESS OF BEHAVIORAL INSIGHTPowered by…#warcwebinar
The applications are vast – we need to spread the word
5

6. Concept Testing Case Study

7. THE BUSINESS OF BEHAVIORAL INSIGHTPowered by…#warcwebinar
TIER 2:
EMOTIONALLY-WEIGHTED CHOICE
(SYSTEM 1 + SYSTEM 2)
TIER 1:
EMOTIONAL APPEAL
(SYSTEM 1)
Two Tiers of Concept Testing: Depending on Precision Required
7

8. THE BUSINESS OF BEHAVIORAL INSIGHTPowered by…#warcwebinar
METRICS
CONCEPT
A
CONCEPT
B
CONCEPT
C
CONCEPT
D
CONCEPT
E
CONCEPT
F
CONCEPT
G
CONCEPT
H
CONCEPT
I
CONCEPT
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
Score
118.5 113.4 115.4 113.9 105.9 106.6 119.5 121.6 113.0 111.8
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
8

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90.0
100.0
ASSOCIATION 16
ASSOCIATION 1
ASSOCIATION 2
ASSOCIATION 3
ASSOCIATION 4
ASSOCIATION 5
ASSOCIATION 6
ASSOCIATION 7
ASSOCIATION 8
ASSOCIATION 9
ASSOCIATION 10
ASSOCIATION 11
ASSOCIATION 12
ASSOCIATION 13
ASSOCIATION 14
ASSOCIATION 15
AUTOMATICASSOCIATIONS
The automatic (non-conscious) associations were quantified
revealing implicit consumer connections with the product concept
9
Masked
Concept
Image

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75
80
85
90
95
100
105
110
115
120
125
-15 -10 -5 0 5 10 15
STRENGHTOFASSOCIATION
POINT OF DIFFERENCE VS. COMP.
ASSOCIATION 11
ASSOCIATION 10
ASSOCIATION 15
ASSOCIATION 12
ASSOCIATION 1
ASSOCIATION 7
ASSOCIATION 6
ASSOCIATION 5ASSOCIATION 4
ASSOCIATION 3
ASSOCIATION 2
ASSOCIATION 14
ASSOCIATION 13
ASSOCIATION 8
ASSOCIATION 16
ASSOCIATION 9
Size Of Bubble = Importance of the Association with Existing Brand
10
Many new concepts involve existing brands, so fit diagnostics
on important associations were provided for brand analysis

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1
1
80.0
81.0
82.0
83.0
84.0
85.0
86.0
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%
FITWITHBRANDCHOICEDRIVERS
AVG UNIT SHARE OF PREFERENCE
PERFORMANCE VS. FIT
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
B
D

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12
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
$1.00 $1.19 $1.49 $1.69 $2.00 $2.19 $2.49
ESTIMATEDUNITSHARE
PRICE PER UNIT
PRICE ELASTICITY
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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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
BASE CONCEPT A CONCEPT B CONCEPT C CONCEPT D CONCEPT E CONCEPT F CONCEPT G CONCEPT H
ESTIMATEDUNITS(MM)
CORE
CANNIBALIZED
INCREMENTAL
The quantitative data shows source of volume/incrementality
INCREMENTAL GROWTH

14. Client Perspective on Use

15. THE BUSINESS OF BEHAVIORAL INSIGHTPowered by…#warcwebinar
Implicit picked the winning concept and provided a more
accurate forecast of business results – because it quantified the
visceral reaction
15
Biggest Launch in 7-Eleven’s History
2nd 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!
16
Early concept
“product” positioning:
Crunchers, or Poppers
Implicit insights said
dial up the Bold!
Launched
As 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
17

18. Mobile, Global, Scientific
Measurement of the Non-
Conscious
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