beyond consumer consciousness - samra · 2018-06-13 · columinate | psychological science 3 beyond...

COLUMINATE | Psychological Science 1© 2017

BEYOND CONSUMER CONSCIOUSNESS:TAKING NONCONSCIOUS INSIGHTS

FROM HYPE TO REALITY

Beyond consumer consciousness

Sylwia Wierzbicki

[email protected]

COLUMINATE | Psychological Science 2© 2017Beyond consumer consciousness

Nonconscious,

automatic mind

Conscious,

deliberate mindEEG

NEURO

BIOMETRICS

IMPLICIT

SYSTEM 1

PSYCHOLOGY

EYE-TRACKINGEXPENSIVE

COMPLICATED

?

NONCONSCIOUS

PROCESSES

PREDICITIVE

ACCURACY

HABITS

ROLES OF

CONSCIOUSNESS

FREUD

INTROSPECTIVELY

BLANK

TRUE ATTITUDESCONSCIOUS BIASES

RESPONSE TIMES

FAST EXPLICIT

COGNITIVE

PSYCHOLGY

BEHAVIOUORAL

PSYCHOLOGY


FROM HYPE TO REALITY

Market

research


Online /

f2f surveys

Self report

(quantitative)

Self report

(qualitative)

Focus groups,

interviews

Conscious,

deliberate mind

Unconscious,

automatic mind

THE CURRENT STATUS QUO

Neuro & biometric, implicit

Continues to dominate, notably so in SA market

• Expensive

• Not easily scalable

• Equipment/tech

required

• Specialised skills and

expertise


1Why nonconscious insights matter

2Understanding nonconscious measurement

3Nonconscious insights in action

AGENDA:


1. WHY NONCONSCIOUS INSIGHTS MATTER


See for example: Martin, N., & Morich, K. (2011). Unconscious mental processes in consumer choice: Toward a

new model of consumer behavior. Journal of Brand Management, 18(7), 483-505.

Psychology has revealed that a large

part of human behaviour is rooted in

nonconscious processes*

Methodological shortcomings of

conscious measurement tools

The need is manifested in

challenges faced by businesses

1 2 3


PERSONAL REFLECTION

COLUMINATE | Psychological Science 9© 2017Beyond consumer consciousnessBeyond consumer consciousness

THE ‘STEAM WHISTLE HYPOTHESIS’

Consciousness

mechanism without

control over

steering or driving

Nonconscious

the engine which

drives behaviour

R

O

L

E

S

O

F

C

O

N

S

C

I

O

U

S

N

E

S

S


“Behaviour is normally carried

out by unconscious, automatic

processes, while consciousness

can occasionally intervene to

override, regulate, redirect, and

otherwise alter the stream of

behaviour.”

CONSCIOUSNESS AS A NAVIGATION SYSTEM

R

O

L

E

S

O

F

C

O

N

S

C

I

O

U

S

N

E

S

S


THE EVIDENCE FOR THE POWER OF THENONCONSCIOUS IS NOW WELL DOCUMENTED


Habits are a specific

type of nonconscious

behavior, which are

activated by

environmental

cues that occur

outside of goals

and intentions.

““

Martin & Morich, 2011

Repetition Same context Habit

Habit creation

HABITS: BEHAVIOUR ON AUTOPILOT


TRAIT / STEREOTYPE ACTIVATION

BEHAVIOURAL MIMICRY


Methodological shortcomings of

conscious measurement tools

The need is manifested in

challenges faced by businesses

2 3


It is “unsafe to assume that people know what they think (and why they

think it) and, moreover, can explain it back to an interviewer or

moderator” (Penn, 2015, p. 178).


r = .83 r = .96

Reid (2014)

+nonconscious

UNIFIED INSIGHTS

Conscious and

nonconscious data

account for different

variance in explaining

the behaviour


But nonconscious behavior is by definition not available to introspection



2. UNDERSTANDING NONCONSCIOUS MEASUREMENT


Online /

f2f surveys

Self report

(quantitative)

Self report

(qualitative)

Focus groups,

interviews

Neuro &

biometric

Direct

measures

Indirect

measures

Rather than relying on self-report, these

techniques would, for example,

infer attitudes


“The easier a mental task, the quicker the decision point is

reached and the fewer errors that result.”

- F.C Donders, 19th century

Inferences about the mind can be made based on an individual’s

completion of a task, and without the need for any conscious

reflection of self-report.


Scalable, faster, cost-effective

Implicit

IT’S INDIRECT, BUT IS IT IMPLICIT?

Direct

Deliberate

Controlled

Intentional self-assessment

Nosek et., al (2011)

Inference of mental states is

based on reaction times or

response latencies measured

and collected within a specific

task.


PrimingOther

implicit measures

Fast explicit

IMPLICIT

1 2 3


Priming

1 AUTOMATIC COGNITION


PLEASANT UNPLEASANT

PRIMING IN PRACTICE

IMPLICIT ASSOCIATIONS

ACTIVATED

EXPOSURE TO A

STIMULUSCOMPLETION OF

TASK

Best taste

PLEASANT UNPLEASANT

Brand logo or ‘prime’ flashes Brand associations

activated nonconsciouslyAssociations enable faster /

slower completion of sorting task

Through priming we uncover nonconscious associations: Quicker response time in correctly sorting the attribute reveals stronger

association between the brand and attribute,

while slower response time reveals weaker association.



PLEASANT UNPLEASANT

BEST TASTE


Other implicit

measures

2

GNAT (GO/NO-GO TASK); THE STROOP TASK,

THE EXTRINSIC AFFECTIVE SIMON TASK, THE MANKIN TASK

‘polarised’ brands required (structural limitation)

IAT (Implicit Association Task)


Fast explicit

3

EXAMPLE:

RESPONDENT

ASKED TO

DEGREE OF

AGREEMENT

WITH

ASSOCIATION

TIMED CONSCIOUS ATTITUDE ASSESSMENT


RESEARCH TECHNIQUE INDIRECT UNINTENTIONALDEGREE OF

CONTROLIS IT IMPLICIT?

AFFECTIVE PRIMING Yes Yes Very weak Yes

IMPLICIT ASSOCIATION TEST Yes Yes Weak Yes

DISCRETE CHOICE MEASURES Yes No Strong No

TIMED DISCRETE CHOICE MEASURES Yes No Strong No

TIMED JUDGMENTS OF ASSOCIATIONS Yes No Strong No

TIMED JUDGMENTS OF ASSOCIATIONS

WITHIN RESTRICTED RESPONSE TIME

WINDOWSYes No Moderate No

IT’S INDIRECT, BUT IS IT IMPLICIT?

Reid, A. (2014). The Insight Advantage of Measuring the Consumer Subconscious. Is It Implicit?

http://www.sentientdecisionscience.com/study/assets/pdf/is-it-implicit.pdf


3. NONCONSCIOUS INSIGHTS IN ACTION


NEW IDEAS / PRODUCTS

/ PACKS /

SHELF LAYUOT

AD TESTING / IN-

STORE MARKETING

TESTING

BRAND MEASURES /

TRACKERSANYTHING ELSE

?Beyond consumer consciousness

APPLICATIONS OF PRIMING


Case s

tud

y A • Brand health

tracker(long-term insurance industry)

Case

stu

dy B

• Brand perceptions (QSR industry)

Case s

tud

y C

• Brand perceptions (beverages category)

R1: What is the ‘true brand image’ of the client brand as well as competitor brands within the category?

R2: Are there differences and / or similarities in conscious and nonconscious brand perceptions?

And based on this:

R3: Are there implicit opportunities that exist, which can be leveraged by the brand?

R4: Are there potential ‘threats’ or shortcomings revealed by nonconscious associations?


Nonconscious brand

measurement

(lab-based)

CASE STUDY A

ONLY

Screening and

conscious

brand

measurement

PHASE I: QUESTIONNAIREPHASE II:

PRIMING EXPERIMENT

Nonconscious

brand

measurement

(online)

DATA COLLECTION FLOW

SAME RESPONDENTS; SAME ATTRIBUTES


Associated at an unconscious

level only

Associated at both a conscious

and unconscious level

Associated at a conscious level onlyNot associated on any level

STRONG

WEAK

STRONGWEAK

AVERAGE

AVERAGE

True

associations

Implicit

associations

Not

associated

Explicit

associations

The True Image Grid

Explicit

Implic

it


Und

ers

tan

ds m

e

Lis

ten

s to

me

For

me

Sha

res m

y v

alu

es

Best in

vestm

ent

Info

rms m

e

Best

ad

vic

e

Valu

e f

or

mon

ey

Lifetim

e p

art

ne

r

Qu

alit

y s

erv

ice

Best

sa

vin

gs

Easy p

rocesses

Hap

py c

lien

ts

Easy to

un

de

rsta

nd

Im

pro

ves t

hin

gs

Rele

va

nt

offe

rs

Con

ven

ien

t

Le

ad

er

Friendly

Excitin

g

Fair

tre

atm

en

t

Tru

stw

ort

hy

Brand A Brand B Brand C

EXPLICIT ASSOCIATIONS: AFTER REMOVING THE BRAND SIZE

EFFECTS, DATA REVEALS LITTLE DIFFERENTIATION


A


TRUE BRAND IMAGERY PROFILES NOW SHOW

LARGE DIFFERENCES

POSITIVE attribute

NEGATIVE attribute

Strong true image, but

some positive associations

not yet embedded implicitly

Brand B Brand CBrand A

Room to improve implicit

strength of strong explicit

associations

Weaker explicit associations, but

several areas where implicit

perceptions can be boosted

explicitly

-10

-5

0

5

10

-15 -5 5 15

-10

-5

0

5

10

-15 -5 5 15

-10

-5

0

5

10

-15 -5 5 15


A


STRONG

WEAK

STRONGWEAK

AVERAGE

AVERAGE

True

associations

Implicit

associations

Not

associatedExplicit

associations

BRAND A

Explicit

Implic

it

trustworthy

social improvement

value for money

relevant offers

-10

-8

-6

-4

-2

0

2

4

6

8

10

-15 -10 -5 0 5 10 15cool


Note: this is a simulations of a chart shown by client and does not reflect actual data

ATTRIBUTE 1 ATTRIBUTE 2 ATTRIBUTE 3 ATTRIBUTE 4

Brand associations

SEGMENT A

SEGMENT B

SEGMENT A SEGMENT B

Decreasing sales No change

BRAND

CHALLENGE:

AVAILABLE

EVIDENCE:

C


N1 P1 P2 P3 N2 P4 P5 N3 P6 P7 P8 N4 N5

Segment A Segment B

EXPLICIT DIFFERENCES

N=NEGATIVE ATTRIBUTE; P=POSITIVE ATTRIBUTE

BIGGEST DIFFERENCE:

SEGMENT B IS ACTUALLY

MORE NEGATIVE


C


N1 P1 P2 P3 N2 P4 P5 N3 P6 P7 P8 N4 N5

Segment A Segment B

IMPLICIT DIFFERENCES

N=NEGATIVE ATTRIBUTE; P =POSITIVE ATTRIBUTE


In the broader study, this attribute was

confirmed as having the biggest

negative impact on brand share

This attribute was confirmed as

having no impact on brand share

C


IMPLICIT BRAND IMAGE STRENGTH


1 2

BRAND IMAGE STRENGTH

AVERAGE POS AVERAGE NEG SCORE

SEGMENT A SEGMENT B

C


B

RQ: What are the implicit differences in perception of the brand

between loyal and general (non-loyal) customers?

Negative attributes:

Positive attributes:



Using a flashlight in a dark room to

mistakenly conclude that all the lights

are on, because whichever way it turns

to look, everything is illuminated!

By studying only the conscious parts of

our minds, we are limited to the situation

described by Jaynes (1976):


SO HOW DO WE MOVE FORWARD?

ROLES OF CONSCIOUSNESS

BEHAVIOURAL PREDICTION

BRAND STRATEGY


QUESTIONS?


beyond consumer consciousness - samra · 2018-06-13 · columinate | psychological science 3 beyond...

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