Prof. Rafal Ohme NEUROHM _CERTAINTY INDEX. a game changer in online consumer research

Transcription

1 Prof. Rafal Ohme NEUROHM _CERTAINTY INDEX a game changer in online consumer research

2 _HESITATION a neglected consumer research phenomenon

3 _new model EXPLICIT direct, declarative opinion STATEMENT CERTAINTY of statement IMPLICIT indirect, behavioral level of conviction ATTITUDE preference intention opinion

4 _scientific background Harvard University hosts a digital platform for the most recognized RT tool in academic world Implicit Association Test (IAT) to measure social sensitive issues, eg. racial prejudice Fazio & Williams (1986). Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: An investigation of the 1984 presidential election. JPSP, 51, Fazio, Powell, Williams (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process. JCR, 16, Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When and how attitudes guide behavior. In Brock, Green (Eds.), Persuasion: Psychological insights and perspectives (pp ). Russel H. Fazio Ohio State University Attitudes: Insights from the new implicit measures. New York: Psychology Press. (2009) Anthony Greenwald, Washington University The IAT as a measure of implicit consumer attitudes [in:] R. Ohme (Ed) Implicit Processes in Cognition (2001) Mahzarin Banaji, Harvard University Two factors moderate the relationship between implicit and explicit attitudes [in:] R. Ohme (Ed) The nature of automaticity (2002) Anthony Greenwald and Mahzarin Banaji, IAT authors have published their works in books by Prof. Ohme, NEUROHM founder.

5 _Reaction Time - IMPLICIT CERTAINTY measure _the more certain you are the quicker your answer is when certainty index is moderate or low an attitude will not likely translate into BEHAVIOR

6 _with IMPLICIT CERTAINTY you can better predict behavior what people will buy, on whom will they vote, how hard your team will work _you are ONE STEP AHEAD you are one step ahead in marketing, recruitment, politics, management and many more

7 _a cutting edge online tool powered with CERTAINTY INDEX

8 icode is simple and elegant

9 _icode is validated CALIBRATION psychometrics noise reduction test / re-test success stories R&D works

10 Certainty Index predicts choice more accurately HIGH CERTAINTY CERTAINTY INDEX OF icode 600 LOW CERTAINTY I LIKE I CHOOSE t (1074) = p < I LIKE I DO NOT CHOOSE Source: Matukin, Karylowski, Ohme (under review)

11 _why clients love icode in Americas, Asia & Europe

12 _what we like to eat implicitcase 2015

13 We declare we like to eat healthy, fish & salad YES NO FISH 80% 12% implicitcase SALAD 88% 4% 4% I like CAKE 68% 22% 2015 N=798 BEER 61% 24% WINE 68% 17% 0% 20% 40% 60% 80% 100% EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement. IMPLICT emotional CERTAINTY YES HARD TO TELL NO Certainty level of declarations. The faster is the reaction, the more certain an attitude is. HIGH AVERAGE LOW N/A HI YES / HI NO Percentage of people who answered the question with high certainty.

14 Cakes & beer, this is what we truly want YES NO FISH 80% 12% implicitcase SALAD 88% 4% 4% I like CAKE 68% 22% 2015 N=798 BEER 61% 24% WINE 68% 17% 0% 20% 40% 60% 80% 100% EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement. IMPLICT emotional CERTAINTY YES HARD TO TELL NO Certainty level of declarations. The faster is the reaction, the more certain an attitude is. HIGH AVERAGE LOW N/A HI YES / HI NO Percentage of people who answered the question with high certainty.

15 _what is important? for Polish and French mothers implicitcase 2015

16 EXPLICIT shows no differences between French and Polish women GOOD FOR ME 96% 98% 0% 20% 40% 60% 80% 100% implicitcase 2015 N=154 GOOD FOR CHILDREN 87% 86% 3% 5% 0% 20% 40% 60% 80% 100% EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement. IMPLICT emotional CERTAINTY YES HARD TO TELL NO Certainty level of declarations. The faster is the reaction, the more certain an attitude is. HIGH AVERAGE LOW N/A HI YES / HI NO Percentage of people who answered the question with high certainty.

17 IMPLICIT: French women think about themselves, Polish women about children GOOD FOR ME 96% 98% 0% 20% 40% 60% 80% 100% implicitcase 2015 N=154 GOOD FOR CHILDREN 87% 86% 3% 5% 0% 20% 40% 60% 80% 100% EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement. IMPLICT emotional CERTAINTY YES HARD TO TELL NO Certainty level of declarations. The faster is the reaction, the more certain an attitude is. HIGH AVERAGE LOW N/A HI YES / HI NO Percentage of people who answered the question with high certainty.

18 _how to use it in advertising? Delicious yogurt! Delicious yogurt! My child will like it

19 implicitcase POLITICS 2014 How to drive new votes?

20 _key voting driver in 2016 R 2 =.44 shares my values 2008/2012 powerful leader

21 Shares my values YES NO Hillary Clinton implicitcase Joe Biden Chris Christie 2014 N=897 Rand Paul Barack Obama EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement. IMPLICT emotional CERTAINTY YES HARD TO TELL NO Certainty level of declarations. The faster is the reaction, the more certain an attitude is. HIGH AVERAGE LOW N/A HI YES / HI NO Percentage of people who answered the question with high certainty.

22 Shares my values - implicit profiling YES NO Hillary Clinton 39% 44% implicitcase Joe Biden Chris Christie 29% 29% 49% 37% 2014 N=897 Rand Paul 29% 32% Barack Obama 35% 55% EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement. 0% 20% 40% 60% 80% 100% IMPLICT emotional CERTAINTY YES HARD TO TELL NO Certainty level of declarations. The faster is the reaction, the more certain an attitude is. HIGH AVERAGE LOW N/A HI YES / HI NO Percentage of people who answered the question with high certainty.

23 Shares my values icode predicts: HESITATION

24 Shares my values icode predicts: CERTAINTY

25 _now icode is open for public!

26 _now icode is open for public! for research companies, end clients and small businesses worldwide online platform no entry barrier unexpensive user friendly operated by YOU is best in class SCALABLE can be held online or mobile EASY lasts 3-6 minutes seamless integration with other platforms/methods QUICK takes 6 sec to get results AM questions / PM answers KIDS LOVE IT suits well modern lifestyle

27 _icode applications selected areas MARKETING how to connect with consumers SALES how to charge sales force MANAGEMENT how to motivate employees

28 _icode is ready for THUMB GEN lifestyle

29 _a great tool-or-toy for Y/Z gens apps

30 _want to learn more? _enjoy!

31 Lecturer: Prof. Rafal Ohme Expert in emotions. World pioneer in consumer neuroscience. For 20 years has conducted neuro research on communication & management. Author of Neuro Knowledge lectures and seminars. Professor of psychology at Maria Curie Sklodowska University in Lublin. Visiting professor at Stellenbosch University in Cape Town and Renmin University in Beijing Board member of Neuromarketing Science and Business Association, an organization to integrate neuroscientists and practitioners from 85 countries. A founder of NEUROHM, a high-tech research company for HR, sales & marketing, and INEMO, an educational institute to promote neuro knowledge in business & private life. A Fulbright scholar, finalist of EY Entrepreneur of the Year 2015, honorary member of Executive Club. Inspires managers and business leaders worldwide. Speaker in over 40 countries on 5 continents. Author of Emo Sapiens. Harmony of emotions and reason (2017).