Studying hidden drivers of decision making through implicit research technology - Sentient Decision Science and PepsiCo Frito-Lay
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The document outlines the Mobile Marketing Research industry event held in London from October 8-11, 2013, emphasizing sponsorships and participation from various brands. It discusses the importance of implicit research technologies in understanding consumer behavior and brand perception, detailing how neural insights can inform marketing strategies. The insights aim to reveal subconscious motivations and improve decision-making in product development and brand partnerships.
Studying hidden drivers of decision making through implicit research technology - Sentient Decision Science and PepsiCo Frito-Lay
- 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
- 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
- 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
- 4. MOBILE IMPLICIT RESEARCH PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
- 5. FRITO-LAY’S HOUSE OF BRANDS IS QUITE CROWDED Symphony IRI Group, ILD, MULOC, 52wks, ending 12/30/12, PEP Share of Salty Snacks 2
- 6. NEW GROWTH MUST COME FROM NEW CATEGORIES 3
- 7. …BUT HOW FAR IS TOO FAR TO REACH? 4
- 8. BY ALL STANDARDS, A SUCCESS! 600MM sold (>1MM per day) 20-50% price premium Most successful launch in Taco Bell’s 50 year history 5
- 9. HOW DO WE REPLICATE THIS SYNERGY? 6
- 10. EQUITY “PARTNERS” WORK TO PULL THE BRAND AWAY FROM THE PRODUCT? 7
- 11. …HOWEVER, THE RIGHT FIT IS CRITICAL “How will partnering with Brand A vs. Brand B moderate either of these?” IMPACT TO BUSINESS “How will our brand impact product acceptance in this category?” IMPACT TO BRAND “How will adding this new product impact brand perception?” 8
- 12. KNOWING THE QUESTIONS HAS BEEN AS CHALLENGING AS GETTING THE ANSWERS Formulated Response vs. Decision-Level Judgment Representative Sample Product Fit vs. Brand Fit Access to Target Audience 9
- 13. MOBILE IMPLICIT RESEARCH TECHNOLOGY PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
- 14. CAN’T SAY / WON’T SAY ISSUE IN RESEARCH CAN’T SAY WON’T SAY 11
- 15. SYSTEM 1 AND SYSTEM 2 PROCESSING “FIRST REACTIONS” “THINKING” System 1 ≈ fast, automatic, impulsive, associative, emotional, and unconscious processing ≈ limbic. System 2 ≈ slower, conscious, reflective, deliberative, analytical, rational, logical processing ≈ neocortex. 95% 12
- 16. NEURO AND PHYSIO TECHNIQUES TAKE A BITE OUT OF THE CAN’T SAY WON’T SAY ISSUE Campaign A Campaign B Campaign C DO WE NEED TO PUT PEOPLE IN THE fMRI TUBE TO GET THIS KIND OF IMPLICIT INSIGHT? Falk, Berkman & Lieberman 2012, Psychological Science 13
- 17. 26 DISCRETE THE SUBCONSCIOUS RESEARCH LAB IS A PIVOT POINT FOR EMOTIONS SENTIENT INNOVATION OF RESEARCH METHODS…. COST EFFECTIVE & FAST LACKS DISCRETE EMOTIONS GLOBALLY SCALABLE EXPENSIVE & SLOW NON-REPRESENTATIVE ONLINE IMPLICIT RESEARCH TECHNOLOGY SOLUTIONS NEURO-PHYSIO BUSINESS APPLICATION ISSUES 14
- 18. A RECENT HISTORY OF IMPLICIT RESEARCH BLUE GREEN RED BLACK PURPLE ORANGE 1935 STROOP EFFECT REVEALED IN COGNITIVE PSYCHOLOGY RESEARCH AFFECTIVE PRIMING TASKS EMERGE AS INDIRECT MEASURES OF ATTITUDES (FAZIO) 1995 BLACK FACE OR POSITIVE WORD WHITE FACE OR NEGATIVE WORD PSYCH REVIEW METAANALYSIS VALIDATION CONSUMER STUDIES EMERGE 1998 2007 SOCIAL PSYCHOLOGY DEVELOPS THE IMPLICIT ASSOCIATION TEST (IAT) TO STUDY STEREOTYPES PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE 2013 MOBILE, CLOUD BASED IMPLICIT TECHNOLOGY EMERGES, NEURAL EVIDENCE PUBLISHED 15
- 19. NEURAL EVIDENCE: GREATER MPFC AND INSULA ACTIVITY OBSERVED FOR PREFERRED AND SELF-RELEVANT BRANDS IS HIGHLY CORRELATED WITH ONLINE IMPLICIT MEASURES RESEARCH FROM THE LAB IS USED TO DEVELOP, VALIDATE AND REFINE MARKET RESEARCH TECHNIQUES NEUROPHYSIOLOGICAL MEASURES PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE IMPLICIT PRIMING TECHNOLOGY 16
- 20. FOODSERVICE BRAND EXTENSION STUDY PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
- 21. BEHAVIORAL IMPLICIT TECHNIQUES USING PRIMING AND RESPONSE TIME TO MEASURE NEURAL NETWORKS Bold Exciting Rebellious Energetic Gawronski & Bodenhausen (2006) Psychological Bulletin 18
- 22. FOODSERVICE BRAND EXTENSION TARGET AUDIENCE THE MOBILE 18-34 YEAR OLD CONSUMER 15% 37% 76% PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE 19
- 23. IMPLICIT RESEARCH TECHNOLOGY THAT DETECTS THE DEVICE AND SERVES THE UI AND BEHAVIORAL RESPONSE MEASURES PEPSICO DEMO 20
- 24. BEHAVIORAL SCIENCE ADVANCES Hierarchical Bayesian Estimation Approach & Avoidance Behavior Performance Feedback Behavioral Economics PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE 21
- 25. EXAMPLE OF INSIGHTS (ILLUSTRATION ONLY) Additional lift from customer brand Lift in preference from pairing with Frito Lay brand
- 26. BROADER APPLICATION: GETTING THE “WHY” BEHIND THE BEHAVIOR PROPRIETARY & CONFIDENTIAL TO SENTIENT – DO NOT SHARE
- 27. SEAMLESS INTEGRATION WITH MOBILE SURVEY TECHNOLOGY PROVIDES THE WHY BEHIND THE BEHAVIOR THE WHERE THE WHAT: THE WHY: • IN –SITU DATA CAPTURE OF CONSUMPTION MOMENTS AND SHOPPING OCCASIONS • TRACKING THE BEHAVIORS • REVEALING THE SUBCONSCIOUS MOTIVATIONS BEHIND CONSUMER AND SHOPPER BEHAVIOR • TAPPING CONSUMER AND SHOPPER EMOTIONS ALONG THE PATH TO PURCHASE • ADVANCED EXPLANTORY MODELS OF “WHYS” BEHIND CONSUMPTION AND SHOPPER PURCHASE 24
- 28. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
- 29. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
- 30. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET