Sentient's Best Implicit Insights of 2015
As we enter 2016, we’re taking a look back at some of the most popular, controversial, and influential posts we published last year.
1. Whether the Apple Watch Succeeds or Fails, This Time Is Different
By: Stephen Springfield
Sr. Vice President, Sentient Decision Science
Spoiler alert. The Apple Watch will be a dubbed a success. But is it doing more to build the Apple brand, or to benefit from the goodwill Apple already has?
2. How to Analyze Implicit Association Test Data: Quantifying the Consumer Subconscious
By: Nate Decker
Ph.D. Behavioral Scientist, Sentient Decision Science
What does “emotional association” data look like and what can you do with it? Here we’ll show you how to interpret data from an implicit association test.
3. Emotional Branding and the U.S. Open: How Evoking Schadenfreude Can Reinforce Brand Love
By: Faith James
Vice President, Sentient Decision Science
A surprising amount of schadenfreude was on display during this year’s U.S. Open final. What can marketers take away from this about emotional branding?
4. Does Trump Have His Thumb on the Implicit Pulse of America?: How People Really Feel About “Muslim Immigrants”
By: Aaron Reid
Ph.D. Chief Behavioral Scientist, Sentient Decision Science
Muslim immigration has become a hot topic for presidential candidates. But what voters are saying and what they are feeling on related policies don’t agree.
5. Why Implicit Consumer Choice Models Are Essential to Modern Market Research
By: Aaron Reid
Ph.D. Chief Behavioral Scientist, Sentient Decision Science
The primary consumer choice models used in quantitative predictive analysis for market research are seriously outdated. Here’s what we need now.
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