Presentation by B.P. Miller

1. Measuring the Un-Measurable Innovations in Marketing Research February 23, 2011 The New Frontiers of Marketing Research & Marketing Theory Bruce P. Miller Partner Market Data Corporation

2. 2 Today’s Agenda New frontiers in neuroscience and virtual reality New marketing theory Changes how we think about and use “Segmentation and Targeting” Builds Brand Love . . . to impact brand positioning and communication efforts in the future In conjunction with . . . MDC partner Jeremy Bailenson Professor of Communication Director of Virtual Human Interaction Lab Stanford University vhil.stanford.edu

3. 3 Implicit Memory Today’s technology has validated what we knew – implicit memory exists and impacts behavior Cognitive Rational, cognitive thought process Non Conscious More emotional . . . information which is less accessible to us Influence Behavior Differently Experimental psychology has proven that a consumer’s Implicit Memory affects behavior

4. 4 Unscramble these sentences . . . named John dog the bingo vacations fun are Florida in couch the gray is new People complete tasks more slowly when their subconscious is primed with “senior citizen” cues

5. 5 Implicit Memory Most non-technological measurements of implicit memory use priming and reaction time We’ll highlight two . . . . LDT (Lexical Decision Task) Change Blindness

7. Audio Prime: music, radio ad

8. Sensory Prime: taste a product

9. We show a series of words (e.g., satisfying) and non-words (e.g., latibr) on the monitor – one word/non-word at a time

10. The speed with which each word is recognized is timed, in milliseconds

12. longshot, billion, grow, ambitious

13. empower, solution, advocateCategory concerns and hopes, and the belief that H&R Block can be the solution Led to highly successful ad campaign – showing how H&R Block will make money for consumers

15. girls, sexy

16. adventurous, free, rebellious, party, AmericanNegative associations with Australia that could hurt the brand and need to be managed Ad campaign adjusted

18. “B” GREEN LOGO NASA, adventure, daring, rugged, energy, irresistible, beautiful, original, sophisticatedBox “A” – with green logo

19. 10 BASKETBALL DEMO Two basketballs will be tossed back and forth Count the total number of times the two basketballs are caught

20. 11 KAYAK DEMO What is changing in the picture?

21. 12 VENICE DEMO What is changing in the picture?

22. 13 Change Blindness What was happening? The perceptual system cannot possibly process all visual details from any given scene Visual cortex picks and chooses by predicting what is important in a scene Change Blindness Experiments Show us what features are important when people process a visual scene Implicit imagery tells us whether it is important because it is “good” or “bad” . . . and what imagery it communicated (natural, fun, etc.) Especially useful in packaging research

23. 14 Canada Dry Package Case Study Results led to package re-design guidelines . . . what elements to maintain, which have license to change, which should change Color Logo Mountains Crown Shield Map of Canada Text Ginger Ale Caffeine Free Since 1904 Current Package Color Variants Shield Variants Logo Shading Variant

24. 15 The Virtual Store As a Testbed 15 M D CMarket Data Corporation

26. 17 TSI*Facial Identity Capture * Transformed Social Identity

27. 18 How Will You Vote?

28. 19 Brand Love The next evolutionary step . . .

29. 20 Brand Love The Next Evolutionary Step in Marketing Refined Targets Innovation Brand is MORE than the Sum of: [Brand + Product = Brand Experience] Brand + Product = Brand Experience Identity to Connect With

30. 21 Brand Love Science Has opened the door to a new evolutionary step Unique phenomenon Lovers of a specific brand are uniquely different from lovers of other brands in the category And, most importantly, it is these differences that draw them to the brands they love Understand what drives brand love and move consumers up the pyramid

31. 22 Lover Differences The differences are deep and real; they are based in each individual’s make up (biology and psychology) – the foundations of who they are as people Consumers’ basic motivations drive them to a brand and are translated and interpreted in the brand and product experience In effect, what the brand stands for operates as a magnet attracting consumers – and consumers’ motivation drives them to the connection

32. 23 Brand Dynamics The role of the brand has changed More than an identity Must be the crystallization of the brand promise – the connection point that links consumers’ motivations to the experience The brand is the conduit of the experience – the magnet that pulls people to it – it stands for the essence of a person on a deep level Brand must stand for the shared core values of the consumer and the experience As such, the brand provides the energy behind the choice – it becomes a metaphor of the individual and the experience Connection Points Brand Core Values & Motivations Interpretation of Values & Motivations though Brand Choice & Experience Unifying Values What the brand & person stand for

33. 24 Brand Love Goal Create brand love and grow our brand lover segments The brand is idealized It places a stake in the ground based on unifying values It stands for something and this something connects with what consumers stand for, creating a true bond and connection BRAND

34. 25 We Become Better As in all stages of evolution, this process maximizes the previous stages We are better able to: Fulfill the promise of segmentation Deliver Deep Insights (create new research methods) Develop stronger Brand Relationships and Connections

35. 26 Thank You