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Global. Mobile. True Implicit.
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Sound Science
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Does Response Latency = Implicit?
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Implicit research techniques must not be direct, deliberate, controllable self-assessments.
- Nosek, Hawkins & Frazier, 2011
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True ImplicitResponse Latency
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True ImplicitResponse Latency
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
ciou
s Pr
efer
ence
fo
r Fe
atur
ed B
rand
s
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
Cons
ciou
s Pr
efer
ence
fo
r Fe
atur
ed B
rand
s
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)
Business Applications
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Business Applications for True Implicit Research
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
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30% of all Sentient Prime® Data is Collected on Mobile
whereis.sentientprime.com
Global. Mobile. True Implicit.
www.sentientdecisionscience.com
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