Measures That Matter for This Moment

By Aaron Reid
July 20, 2020

I remember cringing when I heard it. Some early leaders in the “neuromarketing” space were dodging the ethics question facing behavioral science, by arguing that these techniques were fine to use for influencing toothpaste preferences, but not voting preferences. Essentially what these leaders were saying was that when the decision really mattered, their measures were not to be used. The argument was basically that we should rely on what people explicitly stated in a survey for those important topics.

Today, I am happy to report that the opposite is now the reality. With the seismic shift in the importance of inclusivity and elimination of negative implicit bias toward groups of people, the marketing community is scrambling to understand if messages and campaigns are authentically promoting inclusion and reducing negative bias.

The public has become aware that the marketing decisions being made by corporations have the potential to make both a business and social impact. This creates an imperative for brand marketers to have tools that can reveal not merely what people explicitly say they think is inclusive or biased, but rather scientific tools that can provide evidence that bias is actually reduced and inclusivity is increased following exposure to a marketing message.

It turns out, that a decade of reinvesting the profits from toothpaste research has produced automated behavioral science tools are now being used to systematically reduce the reinforcement of negative bias in marketing across the globe. The non-conscious measurement tools that were once deemed not appropriate for answering the most important questions, are now the only measurement tools that can give us the evidence we need: on whether exposure to marketing reinforces or reduces stereotypes. We can’t actually rely on explicit surveys for these most important go/no go marketing decisions.

It is the behavioral science measures that matter for this moment. Join our talk at IIeX Behavior 2020.

  • Learn how automated behavioral science can provide scientific evidence of reduced bias due to marketing
  • Watch case studies that diagnose an ad’s ability to change implicit bias by analyzing moment by moment emotion by change in implicit associations with groups of people, and with brands
  • Participate in a live automated behavioral science experiment that allows you to test for racial inclusivity and brand business impact at the same time

Keynote Title: Measures That Matter for This Moment

Date: Wednesday, July 22, 1:00 PM – 1:30 PM EST

Speaker: Dr. Aaron Reid

Free To Attend


Attend our other IIeX sessions:

Learn about Sentient’s new tool RAPID Subtext®. A DIY platform that automates both engagement and influence measures to get to the causal changes of emotions using science not surveys.

  • Share Insight
Aaron Reid


Founder & CEO, Sentient Decision Science, Inc.

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