IIex Forums 2015: In-Depth Implicit Workshop
The official IIeX Forums 2015 Workshops–a half-day intensive titled, “Implicit Insight: The Science Behind It and How to Integrate it Into Your Research”–will take place on Wednesday, November 11, and will include training from five expert behavioral scientists, technologists and insights professionals.
LOCATION: J. Walter Thompson, 466 Lexington Avenue, New York (second floor)
DATE: Wednesday, November 11
TIME: 9:00 a.m.-noon (Registration begins at 8:30 a.m.)
This exclusive workshop is invitation only, but FREE for attendees of the IIeX Forums.
What You Can Expect From This Workshop
With hands-on sessions that include one-on-one interaction and training with implicit research technology and a robust dialogue on best-practices for design and business application, you can expect to gain a deep knowledge of implicit methods and how to incorporate them into your existing research framework.
You’ll walk away knowing how to create new implicit studies for brand positioning, concept testing, ad testing, package testing and with a customized mobile implicit online study link that you can share with your team.
Our Speakers and the Four Keys to Implicit Association Testing
Four primary areas of Implicit Response Testing will form the focus of the workshop including, Sound Science, Business Applications, Data Interpretation, and Practical Integration.
- Aaron Reid (Ph.D., chief behavioral scientist) and Cyrus McCandless (director of behavioral science) will discuss the sound science behind implicit methods. As an entrepreneurial consumer psychologist, Dr. Reid founded Sentient to bring the visionary advances from the behavioral sciences to business in a practical and accessible format. Dr. McCandless is the recipient of four competitive federal awards to support his research into the neurophysiology of behavior and cognition. Both Dr. Reid and Dr. McCandless have published in major peer-reviewed journals and presented their cutting-edge research at global, academic, and industry conferences.
- Stephen Springfield (senior VP, formerly of Insights and Innovation at Pepsico) will talk about the business applications for implicit research. Stephen is a brand consultant and author with 25 years of experience spanning CPG, food service and entertainment, with executive roles at both Coca-Cola and PepsiCo. In his current role, Stephen leads the Brand Consulting Division for Sentient where he works with internal scientists as well as the broader academic community to apply the latest scientific human understanding to marketing practice.
- Nate Decker (Ph.D., behavioral scientist) will demonstrate implicit data interpretation best practices. Nate holds a Ph.D. in cognitive, neural, and social psychology with a focus on the psychology of judgment and decision making. He has deep knowledge of subconscious research methods and how they integrate with standard market research tools to better understand the driving motivations behind consumer attitudes and behaviors through improved predictive models and simulations.
- And Clint Taylor (VP, strategic technologist) will speak about practical design and common survey integration. Clint brings nearly 20 years of experience and vision in creating the world’s leading implicit research subscription service, Sentient Prime® and has led the charge in creating a globally scalable, cutting edge technology platform that executes implicit consumer behavior research while remaining true to the underlying scientific methods.
This workshop is highly relevant for both client and supplier-side researchers as Sentient Prime SaaS enables global access to the consumer nonconscious. We look forward to seeing you there.
