The creation and regulation of personal identity is one of the most powerful psychological factors that influence human behavior. In a presentation at the 2015 Nonconscious Impact Measurement Forum (NIMF) at the Insight Innovation Exchange (nimf.insightinnovation.org), Dr. Aaron Reid brought the history of research on the sense of self to life in practical and meaningful ways for marketers. A series of consumer case studies on how the connection of the self with brands manifests in unique neural processing, emotional motivations following ad exposure and premium brand equity will traverse a path from biological underpinning to brand positioning imperative. The session featured new findings from the Sentient Consumer Subconscious Research Lab showing why measurement of the consumer self concept must capture truly implicit connections and illustrate how any researcher (supplier or client) can now execute these scientific studies in their own research programs.

1. The Consumer Sense of Self
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GRIT REPORT
When are we going to see broad
scale adoption of non-conscious
impact techniques? And what is
it going to take to get there?
1. Sound Science
2. Market Validation
3. Awareness of Applications
9
13 14
Percent Using “Neuromarketing”
2013 2014 2015

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Modern day storytelling of an enduring human truth

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The behavioral transformation power of the sense of self

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Conviction from a sense of self

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Modern day storytelling of an enduring human truth
60 Academy
Awards
200 Emmy
Awards
…requires all participants in his TV story seminar to watch
all 62 episodes of Breaking Bad.

7. Is this just entertainment?

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The psychological science of the sense of self

9. Does any of this matter for
marketers?

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The Business Impact of Implicit Self-Identification with Brands
Willing to drive
20 minutes
across town for
a healthcare
brand
Willing to pay
50% more for a
beauty brand
Three times
more likely to
visit a restaurant
brand

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Sentient SubtextTM measured the implicit impact of 61 ads on 50 brands
n= 3,107 US
Consumers
System 1:
596,544

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ONLINE PLAYS: 1,586,543
SOCIAL ACTIONS: 632,421
DIGITAL SOV: 11.01%
104 113

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An Implicit Connection with the Consumer Sense of Self
107 128

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Best practice: Validate on ability to predict separate behavioral measures
of interest (e.g. Sales data, Online Social Actions, Retention Rates)
ONLINE PLAYS: 1,586,543
SOCIAL ACTIONS: 632,421
DIGITAL SOV: 11.01%
http://bit.ly/implicitadtesting

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Validation of Sentient Prime® True Implicit Ad Impact
0.35
0.43
0.52
0.63
USA Today Admeter Fast Explicit Lift
Implicit Emotion Lift Implicit Emotion Lift (Self-ID)
Correlation with Behavioral Contagion
(source: Digital SOV iSpotTV top 20 ads)

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Consumer Implicit Self-Identification Applications are Vast
3X Run Rate
0.70
0.96
Overall Implicit Self-ID
Brand Equity
Correlation
Sales Forecast

17. A fourth key

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18
30% of all Sentient Prime® Data is Collected on Mobile
whereis.sentientprime.com

19. Consumers want you to:
“Say my name”

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2
0
98 109

21. Global. Mobile. True Implicit.
www.sentientprime.com
Wednesday Workshop 9:00 –
12:00
466 Lexington Ave