pawel ciecek neuroscience - 2011
TRANSCRIPT
[1 ]
A presentation from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more information about Zinc Research visit www.zincresearch.com
For more information about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material
‘PostNeuro Revolution Practical approach to implicit research’
Paweł Ciercek, Millward Brown
Paweł Ciercek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
PostNeuro Revolu-on Prac-cal approach to
implicit research
[4 ]
R E V O L U T I O N ( )
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
[7 ]
How does explicit and implicit relate to one another?
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
[8 ]
What do Chinese think?
丰富 Zhou & Wang 2007
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
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Do Australians vote with their hearts or their heads?
Who do you think would be the beIer Prime Minister of Australia?
Julia Gillard 59%
Tony AbboI 41%
Who is...
Trustworthy
Qualified to run the country
Honest
Capable
57%
55%
55%
57%
43%
45%
45%
43%
Data collected prior to the election
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
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Implicitly, AbboI won the more “ra-onal” baIle: more ‘Trustworthy’, ‘Qualified’ and ‘Patrio?c’.
PASSIONATE SAFEKEEPER PROTECTOR
SINCERE FAKE
UNINSPIRING CAPABLE
AUSTRALIAN INEXPERIENCED
WEAK POWERFUL NEGLIGENT PATRIOTIC QUALIFIED
TRUSTWORTHY Strong Moderate Slight
More associated with Gillard AbboX
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
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146
69
-‐150
-‐100
-‐50
0
50
100
150
Julia Gillard Tony AbboX * significantly different from Baseline
*
On a purely emo?onal ‘gut reac?on’ level, Gillard was the clear winner
*
*
* significantly difference between cells
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
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Posi-ve/ Negative Emo-ons
Dialog
Product
Cogni-ve Engagement
Into Marka
Pay off
What do we measure?
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
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Pepsi Sound
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
Emotional response is also compromised as the ad accelerates – perhaps due to confusion or a response to the ‘rush’ of images
Copyright 2009, EmSense confidential 15
50
-50
-25
25
0 30 sec
Cans in ice
Grabs one
Guitar riff
Laces shoe
Opens can
Fan turns
Lights on
Amp / shhh
Drinking
Goal / car
exterior
Sighing, Yelling, Cheering
Rapid montage
“And that’s how it begins"
"I Can"
Unzips jacket
Fastens seatbelt
Plugs into amp
Coin toss
Fizzing
Dribbling / rear tire
Drum pedal / female
eye
Ahh! Second can
opening
Ahh! "Pepsi"
29
13
-25 -33
37
47
38
-26
30 38
46
-12
-30
-10
38
-9
-20
-31 -38
-29 -21
18 23
33
14
As the sounds begin to form music, positive
emotions rise
…but then reward with the final branding
As the ad speeds up, viewers feel
negative emotions…
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Pepsi Sound trace
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
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When it is worthwhile to apply implict tools?
1. When it is difficult to ask direct ques?ons (not able to express, feelings, emo?ons)
2. More granurality in results 3. When we look for transis?ent
reac?ons
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
Thank you
[20 ]
Q & A
Paweł Ciercek Millward Brown
Ray Poynter The Future Place
Paweł Ciacek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011
[21 ]
A presentation from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more information about Zinc Research visit www.zincresearch.com
For more information about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material
‘PostNeuro Revolution Practical approach to implicit research’
Paweł Ciercek, Millward Brown
Paweł Ciercek, Millward Brown, Poland NewMR Neuroscience, Biometrics and MR – April 15 2011