a game changer in online consumer research _CERTAINTY INDEX Prof. Rafal Ohme NEUROHM
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a game changer in online consumer research
_CERTAINTY INDEX
Prof. Rafal Ohme NEUROHM
_HESITATION – a neglected consumer research phenomenon
_new model
EXPLICIT direct,
declarative opinion
IMPLICIT indirect, behavioral level of conviction
ATTITUDE preference intention opinion
STATEMENT CERTAINTY of statement
Anthony Greenwald, Washington University
The IAT as a measure of implicit consumer attitudes [in:] R. Ohme
(Ed) Implicit Processes in Cognition (2001)
Mahzarin Banaji, Harvard University Two factors moderate the relationship between implicit and explicit attitudes [in:] R. Ohme (Ed) The nature of automaticity (2002)
Anthony Greenwald and Mahzarin Banaji, IAT authors have published their works in books by Prof. Ohme, NEUROHM founder.
Russel H. Fazio Ohio State University Attitudes: Insights from the new implicit measures. New York: Psychology Press. (2009)
Harvard University hosts a digital platform for the most recognized RT tool in academic world – Implicit Association Test (IAT) to measure social sensitive issues, eg. racial prejudice
_scientific background
Fazio & Williams (1986). Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: An investigation of the 1984 presidential election. JPSP, 51, 505-514. Fazio, Powell, Williams (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process. JCR, 16, 280-288. Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When and how attitudes guide behavior. In Brock, Green (Eds.), Persuasion: Psychological insights and perspectives (pp. 41-62).
_the more certain you are the quicker your answer is
_Reaction Time - IMPLICIT CERTAINTY measure
when certainty index is moderate or low an attitude will not likely translate into BEHAVIOR
_with IMPLICIT CERTAINTY you can better predict behavior
you are one step ahead in marketing, recruitment, politics, management and many more
_you are ONE STEP AHEAD
what people will buy, on whom will they vote, how hard your team will work
_a cutting edge online tool powered with CERTAINTY INDEX
iCode™ is simple and elegant
_iCode™ is validated
CALIBRATION psychometrics
noise reduction test / re-test
success stories R&D works
Source: Matukin, Karylowski, Ohme (under review)
624
553 500
550
600
650
700
t (1074) = 10.646 p < 0.000
CERTAINTY INDEX OF iCode™
I LIKE I CHOOSE
LOW CERTAINTY
HIGH CERTAINTY
I LIKE I DO NOT CHOOSE
Certainty Index predicts choice more accurately
_why clients love iCode™ in Americas, Asia & Europe
_what we like to eat
implicitCASE
2015
We declare we like to eat healthy, fish & salad
I like
FISH
SALAD
CAKE
BEER
WINE
80%
88%
68%
61%
68%
12%
22%
24%
17%
0% 20% 40% 60% 80% 100%
YES NO
4%
HI YES / HI NO Percentage of people who answered the question with high certainty.
IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.
YES HARD TO TELL NO HIGH AVERAGE LOW N/A
EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.
implicitCASE
2015 N=798
80%
88%
68%
61%
68%
12%
22%
24%
17%
0% 20% 40% 60% 80% 100%
4%
Cakes & beer, this is what we truly want
I like
FISH
SALAD
CAKE
BEER
WINE
80%
88%
68%
61%
68%
12%
22%
24%
17%
0% 20% 40% 60% 80% 100%
YES NO
4%
HI YES / HI NO Percentage of people who answered the question with high certainty.
IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.
YES HARD TO TELL NO HIGH AVERAGE LOW N/A
EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.
implicitCASE
2015 N=798
4%
_what is important? for Polish and French mothers
implicitCASE
2015
EXPLICIT shows no differences between French and Polish women
GOOD FOR ME
96%
98%
0% 20% 40% 60% 80% 100%
GOOD FOR CHILDREN
87%
86%
3%
0% 20% 40% 60% 80% 100%
5%
HI YES / HI NO Percentage of people who answered the question with high certainty.
IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.
YES HARD TO TELL NO HIGH AVERAGE LOW N/A
EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.
implicitCASE
2015 N=154
96%
98%
0% 20% 40% 60% 80% 100%
87%
86%
3%
0% 20% 40% 60% 80% 100%
IMPLICIT: French women think about themselves, Polish women about children
GOOD FOR ME
96%
98%
0% 20% 40% 60% 80% 100%
GOOD FOR CHILDREN
87%
86%
3%
0% 20% 40% 60% 80% 100%
5%
HI YES / HI NO Percentage of people who answered the question with high certainty.
IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.
YES HARD TO TELL NO HIGH AVERAGE LOW N/A
EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.
implicitCASE
2015 N=154
_how to use it in advertising?
’Delicious yogurt! My child will like it’
’Delicious yogurt!’
POLITICS How to drive new votes?
implicitCASE
2014
𝑅2=.44
2008/2012 ’powerful’ ’leader’
_key voting driver
’shares my values’
in 2016…
’Shares my values’
YES NO
Joe Biden
Chris Christie
Rand Paul
Hillary Clinton
Barack Obama
HI YES / HI NO Percentage of people who answered the question with high certainty.
IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.
YES HARD TO TELL NO HIGH AVERAGE LOW N/A
EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.
implicitCASE
2014 N=897
’Shares my values’ - implicit profiling
39%
29%
29%
29%
35%
44%
49%
37%
32%
55%
0% 20% 40% 60% 80% 100%
YES NO
Joe Biden
Chris Christie
Rand Paul
Hillary Clinton
Barack Obama
HI YES / HI NO Percentage of people who answered the question with high certainty.
IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.
YES HARD TO TELL NO HIGH AVERAGE LOW N/A
EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.
implicitCASE
2014 N=897
’Shares my values’ iCode™ predicts:
HESITATION
’Shares my values’ iCode™ predicts:
CERTAINTY
_now iCode™
is open for public!
is best in class
online platform no entry barrier
unexpensive user friendly
operated by YOU
SCALABLE can be held online or mobile
EASY lasts 3-6 minutes seamless integration with
other platforms/methods
QUICK takes 6 sec to get results AM questions / PM answers
KIDS LOVE IT suits well modern lifestyle
_now iCode™
is open for public!
for research companies, end clients and small businesses worldwide
_iCode™ applications – selected areas
• MARKETING – how to connect
with consumers
• SALES – how to charge
sales force
• MANAGEMENT – how to motivate
employees
_iCode™ is ready for
THUMB GEN lifestyle
_a great tool-or-toy
for Y/Z gens
apps
• Professor of psychology at Maria Curie Sklodowska University in Lublin. Visiting professor at Stellenbosch University in Cape Town and Renmin University in Beijing
• Board member of Neuromarketing Science and Business Association, an organization to integrate neuroscientists and practitioners from 85 countries.
• A founder of NEUROHM, a high-tech research company for HR, sales & marketing, and INEMO, an educational institute to promote neuro knowledge in business & private life.
• A Fulbright scholar, finalist of EY Entrepreneur of the Year 2015, honorary member of Executive Club.
• Inspires managers and business leaders worldwide. Speaker in over 40 countries on 5 continents. Author of ’Emo Sapiens. Harmony of emotions and reason’ (2017).
Expert in emotions. World pioneer in consumer neuroscience. For 20 years has conducted neuro research on communication & management. Author of Neuro Knowledge lectures and seminars.
Lecturer:
Prof. Rafal Ohme
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