System 1 good; System 2 bad?

David Penn, Managing Director, Conquest

Winner: 2014 Innovation in Research Methodology

Baah! Baah!

System 1 is the bit we’re not aware of, but which influences most of what we do…

…because it is wholly automatic and largely emotional

The work of Binet & Field demonstrates the power of emotional messaging in building long-term value

System 1 System 2

Emotional messaging builds long term value automatically though System 1

Sal

es U

plift

ove

r Bas

e

Rational messaging (System 2) Short term sales uplifts, but brand

unchanged. No long term reduction in price sensitivity

Emotional messaging (System 1) Brand grows stronger, leading to

long term sales increase and reduced price sensitivity

Time

60:40

Automatic Non-automatic

How should we split our marketing budget?

Our research approach should reflect this too

Automatic Non-automatic

The more we think and consider, the further we get

from our implicit mind

System 1 needs approaches which reflect fast, automatic associations, rather than slow,

explicit processes

Automatix™ combines the power of…

Metaphor Priming (implicit attitude)

Automatix™ combines the power of…

Metaphor Priming (implicit attitude)

Metaphors allow people to express their feelings automatically

I have a very warm relationship with her

I feel close to him

I jumped for joy

Metaphor

Affection

Intimacy

Excitement

Emotion

Avatar – led approach engages respondents

Respondents choose an Avatar

which appears in visual animations

Closeness

Excitement

© Copyright 2015 Conquest Research & Consultancy Ltd. All rights reserved

Enables greater intensity of response

Brand Proximity 40

1412

109

4222

6

0

5

10

15

20

25

30

35

40

10987654321

Metaphorix

Distant Close

% %

1110

181615

12

64

26

0

5

10

15

20

25

30

35

40

10987654321

Verbal scale

Close Distant

Automatix™ combines the power of…

Metaphor Priming (implicit attitude)

Priming works through prior activation

Words shown repeatedly to

each respondent

Does the word apply or not apply to the prime?

Prime

‘Time Consuming’

Target word

Once the target word appears onscreen, prior activation reduces time for it to be associated

‘Time Consuming’

Creating response-time hierarchies

!   Word association with prime

!   Response Time

(milliseconds)

!   Consistency of Response

60:40 Pic of sheep

But what about the 40%?

Baah! Baah!

We can’t ignore System 2

Automatic Non-automatic

Research Method

Control Cell

View brand logo (Prime)

Brand Measures

(Implicit & Explicit)

Test Cell

View advertising

View brand logo (Prime)

Brand Measures (Implicit & Explicit)

Winning

Risky Honest

Optimistic Fun

Individual Inspiring Exciting

Smart Friendly Familiar

Imaginative Innovative

Different Modern

Explicit Test

Conventional testing shows a reduction in negative perceptions among non-users

Hassle Honest

Optimistic Friendly

Fun Risky

Spontaneous Familiar

Imaginative Impulsive

Innovative Individual

Time-consuming Different Modern

Explicit Control

NON-USERS

The implicit method shows that non-users have barriers to overcome before using eBay

Inspiring Honest

Exciting Smart

Dynamic Optimistic

Familiar Imaginative Innovative Individual

Spontaneous Different Modern

Impulsive Time-consuming

Implicit Control

NON-USERS

Impulsive

Dependable Friendly

Simple Exciting Winning Honest Smart

Individual Familiar

Spontaneous Imaginative

Modern Different

Innovative

Implicit Test

Advertising exposure dramatically reduces these negative perceptions of eBay

Inspiring Honest

Exciting Smart

Dynamic Optimistic

Familiar Imaginative Innovative Individual

Spontaneous Different Modern

Impulsive Time-consuming

Implicit Control

NON-USERS

Our lips are sealed

It helped us to truly understand the brand barriers and whether they’re being adequately addressed by the advertising

This research provided a vital step-change in our understanding of the role of ATL and delivered a strong case for its inclusion in our marketing mix going forward

Automatix™ allowed us to by-pass the entrenched brand beliefs that people too easily default to when asked explicitly

People use both System 1 and System 2 to process information about brands Systems 1 & 2 come from the same brain System 1 without System 2 is hard to interpret And that’s why we should integrate both

Automatix™covers all brand touch points

Ad testing AD/BrandTracking

Concept Product Packaging Retail

Davidp@conquestuk.com

www.conquestuk.com

@davidpenn1