Sentient’s Guide to the Subconscious at IIEX 2014

Day 1 – Subconscious at iiex 2014

We Hear it in Your Voice – Voice Analytics Come of Age: Measuring Emotions in the Human Voice
Noon – Main Conference Salon: Track 1
by Ray Poynter (Chair), Dan Emodi
Emotions Analytics is the field that focuses on identifying and analyzing a person’s full spectrum of emotions from just their raw vocal modulation, as they speak. Introducing Emotions Analytics into market research opens new insights into consumers’ emotional attitudes and feelings toward brands, products, and campaigns. Because in life “it’s not what you say, but HOW you say it.”
 
Becoming Behavioral Designers: Applying Behavioral Research and Design to Change Consumer Behaviors and Drive Business 
2:20 PM – Main Conference Salon: Track 2
by Stephen Needel(Chair), Will Leach
In a world where data and insights are quickly becoming commoditized, our industry needs more than just technological innovations that uncover “new, better” insights. Business leaders are increasingly asking their insights departments to become the behavior change agents of their company.  To successfully make this pivot, we’ll need to expand our roles from just revealing “why” people make the decisions they do.  More importantly, we must shift our responsibilities to also activate on these insights and own the “Now What” by designing behavioral based marketing and innovation through a process called behavioral design.
 
Principles of Intuitive Marketing: How to Make Brain Science Practical 
3:00 PM – Main Conference Salon: Track 1
by Caroline Winnett(Chair), Steve Genco
 
Emotional Engagement Index: The Only True Predictor of Loyalty
3:20 PM – Main Conference Salon: Track 4
by Caroline Winnett (Chair), Rebeca Fucci
A true predictor of customers’ loyalty measures emotional loyalty, NOT just behavior that looks like loyalty. The most powerful indicator of brand health is emotional engagement with your brand and EEI is the only index available that measure true long term growth. Loyalty, as it’s usually defined, is primarily a measure of behavior; share of wallet.   But making decisions by share of wallet alone is a dangerous game. If you focus on share of heart, you will get share of wallet.  The reverse may not always be true. The key to boosting brand equity is to increase real loyalty, the feeling that drives behavior rather than just the behavior itself.
Applying Artificial Intelligence in a New Era of Predictive Emotional Analytics
3:40 PM – Main Conference Salon: Track 1
by Caroline Winnett (Chair), JR Alaoui
 
Consumer Insights with Brain-Scans: An Introduction to EEG Neuromarketing
4 PM – Main Conference Salon: Track 1by Caroline Winnett (Chair), Jake Stauch
Neuromarketing is fast becoming a mainstream methodology in the world of consumer insights research. And yet, the specifics of neuromarketing technology and its applications still remain a mystery to many marketing and market research professionals. The talk will explain how EEG brain-imaging technology is used to test advertising and other media, while addressing some problems associated with traditional market research.
 

Day 2 – Subconscious at iiex 2014

Breakfast Workshop by Innerscope: Raising the Bar for Deeper Insights with Integrated Consumer Neuroscience
7:30 AM – Main Conference Salon 
 
Our Virtual Reality Future
10:40 – Main Conference Salon
by Jeffrey Henning (Chair), Dave Sackman, Jeff Reynolds
LRW developed a technology and method to extend academic research on the effects of an avatar’s physical appearance to brands and brand perceptions. Brands, like aspects of physical appearance, convey identity. LRW will share its cutting edge R&D that demonstrates that by allowing people to embody a brand via virtual reality, we are able to understand how the brand is perceived and what it conveys to others.
 
Micro Workshop Presented by Sentient Decision Science: Is it implicit? How to Design and Analyze a Subconscious Association Study
12:20 & 1:20 PM
Main Conference Salon: Track 2
by Jeffrey Henning (Chair), Aaron Reid
Imagine the following scene: “In the morning, as you stumble half-asleep through the early moments of your day, a thousand sensory events subtly provoke your emotions. Even after that first cup of coffee or a quick run clears your head, when you’re at the height of your mental powers, you’re still at the sway of countless subconscious influences. These are things that you don’t consciously perceive: the light through the leaves of a tree, the aroma of a bakery down the street, the color and curvature of the cars parked on the curb, the confident posture of someone you walk past. These are all at play in your mind as a mesh of strongly or weakly reinforced connections. From day one, your neurons are linking together in surprising and unexpected ways, like knots in a net. And if you pull up any of those knots, all things linked to it rise too. That’s why one sound, one smell or one fleeting exposure to a brand could leave you feeling unexpectedly nostalgic, ecstatic or welling full of pride.”
Products and brands unlock these kinds of emotions in consumers, producing powerful motivations to buy. As marketers, we’ve known in our guts that emotion is key to motivating behavior, but until recently we did not have the technology to quantify gut feelings. In this 45 minute workshop, participants will learn:

• What qualifies as an implicit association technique – and why that matters.
• What unique insight and predictive benefit implicit measurement provides.
• How to design an implicit association study.
• How to interpret and analyze implicit association data for deeper behavioral insight.

Workshop participants will:

• Be shown unique studies that reveal subconscious associations behind consumer behavior.
• Participate in a live implicit association test, and get real-time feedback on their own subconscious associations with brands.
• Be guided step-by-step through the creation of their own implicit association test.

 
Immersive Reality Panel: How VR, AR, & Wearable Will Define Marketing in the Future 
5:20 PM – Main Conference Salon: Track 1
by Leonard Murphy (Chair), Gregg Archibald (Chair), David Zakariaie, Jeremy Sack, PhD, Alfonso Perez, Kyle Nel
The era of personalized immersive experiences via Virtual Reality, Augmented Reality and Wearables is here. With many technologies hitting the consumer market that promise to transform how humans interact with the world around them every day. What are the implications for society and businesses as a result? Join visionaries who are using these technologies today as they explore what our world may look like in a few years and how insights pros can harness these technologies today.
 

Day 3 – Subconscious at iiex 2014

Breakfast Workshop by Trigger Point: Applying Behavioral Economics for Fun & Profit through Behavioral Design
7:30 AM – Main Conference Salon
by Dana Stanley (Chair), Will Leach
Building on his earlier session, Will Leach of TriggerPoint will showcase their systematic process used to uncover subconscious factors driving decisions & behaviors.  AND more importantly he will show how to leverage these factors through Behavioral Design to optimize your marketing and innovation to direct choice in your favor.  Specifics will include…

• How understanding your consumer’s regulatory focus allows you to better understand the deep, non-conscious motivations driving their behaviors – and how to create congruence with it.
• How to use Behavioral Audits and Behavioral Inquest interviewing to uncover the psychological primes, frames and triggers driving what people buy – and don’t buy.
• How crowdsourcing helps develop fast, cheap behavioral interventions for development & testing.
• How to use this model to develop your own psychological “trigger-points” to help you create new habits & behaviors at home.

 
If You Could Only Ask One Question, What Should it Be?
9 AM – Room 222
by Larry Friedman (Chair), Daryl Travis
It could happen. In our 140 character, instant message, all mobile, online all the time, no attention span, ever-shrinking research world, what are marketers to do? Every second is precious. People don’t have the time or the interest in taking a survey. 40 questions, no way! So, if you could only ask one question, what should that question be?
 
Maybe, Baby: Using Facial Coding as an Emotional X-Ray to Diagnose Barriers to Participation
11:20 AM – Main Conference Salon: Track 4
by Tim Peacock (Chair), Dan Hill
When Greenbook asked client companies about their unmet needs, being able to identify who’s truly interested versus disengaged or even downright resistant was high on that list. Too often, companies waste their money pursuing product concepts that either the target market or a particular segment won’t actually buy, regardless of lip service input. So figuring out who’s in, out, or sitting on the fence is vital to spending R & D and marketing dollars wisely. Through a trio of case studies, learn how facial coding applied not merely to exposure but also into the linkage of verbatims and emoting can discern the barriers and boosters to participation, and what’s viable.
 
The Effects of Conscious and Unconscious Processes on Consumer Behavior
Noon – Main Conference Salon: Track 2
by Bernie Malinoff, CMRP (Chair), Joel Weinberger
Dr. Weinberger will briefly review the status of unconscious processes in modern scientific psychology, cognitive science, and neuroscience. He will then describe two tests designed to assess these processes in a scalable fashion. One gets at unconscious associations and the other at automatic emotional reactions. Dr. Weinberger will then present a case study illustrating the use of these tests to provide actionable recommendations. Steven will discuss the following topics:

• How do we attempt to define consciousness and what are the difficulties that presents?
• What can we say are the differences between conscious and unconscious processing?
• Is the unconscious mind capable of calculations?
• Does the “rational man” theory really require conscious processing?
• Now, how do we measure things?

 
Discrepancy in Self-Reporting Vs. Passive Data Collection
12:40 PM – Main Conference Salon: Track 2
by Bernie Malinoff, CMRP (Chair), John Davidson
We will examine the difference between consumer perception of mobile usage versus actual tracked usage. We surveyed respondents to gather demographic/attitudinal/mobile usage perception data, and then tracked their mobile usage with a passive data meter installed into their smartphone or tablet. The results help explain discrepancy—and actionability of that discrepancy–in consumer mobile behaviour.
Takeaways:

• Consumer perception of their mobile use is often far different than actual usage
• Actionable insights based on these discrepancies
• Demographic explanation of mobile usage is not typically sufficient/actionable
• Consumers prefer utility and use mobile devices to perform discrete tasks
• Some mobile behaviour is location dependent—some apps are used depending on the location of the consumer

 
Biometrics, Facial Scanning, Neuro
2:55 – Room 236
 
How Implicit Measurement Leads to Explicit Business Results
3:40 PM – Main Conference Salon: Track 4
by Ray Poynter (Chair), Aaron Reid
Many progressive insights divisions are putting quantitative implicit research techniques into practice. Yet, according to the most recent GRIT report, implicit research technologies are still in the early adoption phase for the industry overall. In order to cross the chasm to broader adoption, many important questions for insights managers and marketers need to be answered including:

• What qualifies as an implicit research technique?
• What are the appropriate use cases of implicit research technology?
• What insights can implicit research techniques provide above and beyond explicit techniques?
• Should implicit techniques be combined with traditional explicit techniques, including when and how?

 
The Unspoken Mind: How Visual Metaphors Reveal the True Consumer
4:20 PM – Room 235
by Susan Griffin (Chair), Anders Bengtsson, Ph.D.
It is a common assumption that we can ask people direct questions and expect to get reasonably accurate answers in return. The problem is that we oftentimes ask questions for which people cannot or do not want to provide an honest or truthful answer. When asked direct questions, people can only access their conscious mind and provide answers based on logical and rational reasoning. In order to get a more complete understanding of how and why people relate to brands, product concepts, and advertising, there is a need for exploration beyond the consumer’s conscious mind to reveal their deep-seated thoughts and feelings and hidden motivations. To this end, this presentation will examine the benefits of visual metaphors and their importance for achieving a more truthful understanding of the consumer mind.