Nonconscious Impact Measurement #IIeX 


Live note taking at #IIeX in Atlanta. Any errors or bad jokes are my own

The politics of emotion and reason by Aaron Reid

  • Some ads saw Bernie decrease his positives and Hillary decrease her negatives
  • During election years, people remember new products much less, it’s usually 60% but in those years it’s 30%; how do you touch people in those years – things like puppy monkey baby help 
  • 40 million online plays, 750 000 social actions, 6% of share of Super Bowl social ads, women less likely to like, millenial males loved it
  • How do you measure nonconscious associations – millisecond timing of swipes on a computer screen can be used
  • When implicit is added to measurements, social contagion correlations increase a lot from .3 to .6 has been seen
  • Implicit measures captures something unique
  • Predicting sales volumes of tables to cereal to soda, have seen r square go up to .9


An insights introspective: einstein’s definition of insanity and the future of consumer insight by Randy Adis and Andrew Baron

  • Problem solving requires new approaches, what should we be doing differently
  • Most companies are traditional market researchers or business contributors, only 10% are strategic insights or insights as so competitive advantage companies; we are still order takers
  • We used to have bigger teams and more funding but now smaller teams are asked to do more work
  • We used to get the time we needed and now everything is a fire
  • We used to have control over our funding but now MR reports to marketing and the CMO who determine our priorities 
  • Now we’re asked to know many kinds of research
  • Clients expect to do more data analytics, data integration, digital ad optimization, customer experience, path to purchase, digital focus groups
  • Small data is the new big data, big data train has been running for a while and we are losing touch with our consumers
  • Prediction without why means you are less likely to be able to repeat things
  • If you don’t like change, you’ll like irrelevance a lot less
  • Now we must be a scientist/sleuth, marketer who understands the problems, salesperson who can overcome inertia, champion/advocate to institutionalize something in an organization, strategist to help marketers figure out what to do with insights, brand steward
  • Humans are not fully conscious of their decisions, most often we think system 1 fast, law of least effort
  • People are accustomed to having an answer for thing seven if they don’t know the answer
  • Are you doing enough semiotics, ethnography, neuroscience (fmri, eeg), biometrics, predictive markets, implicit tests, metaphor elicitation – add a picture of a brain scan to anythign and believe ar Elmore likely to believe it


Future of advertising is the brain – why branded content’s success will be driven by neuroscience by Kevin Keane

  • 500 million people block mobile ads, 80% want to skip TV commercials, 80% mute online video
  • [my thoughts if anyone cares, if they put only one or two ads on a page I wouldn’t care. Bunches of videos flashing in my face like confetti R simply scream download an ad blocker]
  • Branded content is ready to take over
  • In 1860s wine companies sponsored theatre shows and stars
  • John Oliver went to town on native advertising recently {I’ll have to find that!}
  • Projected to grow to 25 billion in just a few years, hard to say where it is now or where it will be but it will be huge growth
  • More advertisers are turning into publishers
  • Content marketing is the only marketing left – Seth godin
  • Best branded content always provides value by understanding the user’s need and addresses those needs
  • Execution is a separate issue – can do meaningless content like Wayne’s World holding a Pepsi in front of his face or CocaCola on American Idol
  • The Achilles heel is measurement
  • Advertisers want to connect with consumers but need proof of that connection
  • Publishers need to grow audiences not alienate them and they need ad money
  • Consumers have near infinite amount of choice, competition for attention is fierce, hello facebook!
  • Enter neuroscience
  • Cools light wanted lots of brand on screen, TSN didn’t want so much bran on screen to be more authentic – what is the right way to do it
  • Best sports had the brand elements on screen, need to integrate the brand meaningfully, branded content outperformed, authentic stuff works a lot better
  • RBC did a 20 episode content where the didn’t reveal the brand until the 12th episode – double digit improvements
  • Brands were too nervous to move forward with a new paradigm without seeing neuroscience data


Strategic brand meaning management: aligning associations, metaphors and emotions for enduring brand relationships by Anders Bengtsson and Roberto Cymrot

  • We buy brands for what they mean not just waht they do
  • The worlds most successful brands manage brand meaning
  • CocaCola is moving to a single brand advertising for efficiencies, Coke Zero is ten years old and this could be risky for them to lose ads that are simply Coke Zero ads
  • Respondents need only a few minutes, can be done on mobile, pose a question like consider a person who drives this brand, select an image that describes that person, then ask people to describe the image and interpret the image
  • From it see emotions, personality traits, associations, attributes
  • Let’s them see functional attributes that trigger emotions
  • Can leverage the imagery in image clouds
  • Mercedes gets images of horse, golf clubs, mansions, a certain type of old money status, country club, classic people, established 
  • BMB gets mountain climbing, socializing, adventurous, roller coaster, a certain type of new money and a different type of person altogether – Bsuiness people, urban professional, young and successful, confidence entrepreneur 

One response

  1. I like the notion of brand sentiment analysis as you mentioned in your last series of notes, but I would imagine it to rely on an academic approach with strict methodology such as controlled panels of respondents, etc… The value of such an analysis is substantially diminished when a company has to reach out to a research firm, primarily due to cost.

    Is there a way you can imagine for organizations to do this sort of research in-house? Reddit is the single best channel I could imagine for such a thing, but even then, reddit has a particular demographic skew.

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