Measuring Without Needing to Ask: Adam de Paula #Netgain6 #MRIA

netgain mriaWelcome to my #Netgain6 MRIA live blogs. What happens at St. Andrews Conference Centre, gets blogged for all to read about. Each posting is published immediately after the speaker finishes. Any inaccuracies are my own. Any silly comments in [ ] are my own. Enjoy!

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Behavioural Economics
Adam de Paula – Managing Director, Sentis Market Research, Inc
Measuring Without Needing to Ask: Using Implicit measures to Predict Choice

  • It’s not the consumers job to know what they want – Steve Jobs
  • People have no idea why they’re doing what they’re doing so they try to make something up that makes sense – Clotaire Rapaille [TOTALLY agree]
  • Surveys are about measuring explicit attitudes and behaviours
  • Explicit measures rely on conscious thought have limited predictive value
  • Implicit measures tap preferences and feelings indirectly
  • You can predict divorce over 3 years with non-verbal measures – eye rolling, sneering, silence, monosyllabic mutterings
  • Predict litigation with dominance and lack of concern
  • Predict career based on people’s names – Dennis more likely to be a dentist, Louis more likely to move to St. Louis – Unconsciously, we associate things with ourselves. Dennis won’t admit it but statistics will prove it.
  • BE is how people really make judgments and choices. The old model of people think through all the options is off the table now.
  • Implicit associations between words – old/weak, beauty/youth. Activation of one word, automatically activates the second word.
  • People are bad at accurately reporting on what has influenced them. We can prove people are influenced by the space or size but people won’t recognize that.
  • Group task – tap your left knee or right knee to indicate whether a word belongs to younger or older male [room full of tapping sounds now] Now task is good vs bad [quick tapping from everyone] Now task is young and good vs older and bad [woah .... tapping sounds are few and slow] . As tapping gets slower, people are having harder timing matching a picture to multiple words that may or may not represent a cohesive theme.
  • Great process for stereotyping research because people don’t feel comfortable saying what they really feel. There’s no social desirability here.
  • Useful conditions for implicit measures – quick judgments, many alternatives, early life attitudes
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