Conference Agenda

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Session Overview
D6: Implicit Methods - Telling Stories that Consumers Can’t Tell
Thursday, 01/Mar/2018:
4:45 - 5:45

Session Chair: Anke Müller-Peters,, Germany
Location: Room 154

Session Abstract

Asking explicit questions about wishes, preferences or feelings might lead to correct answers but might also evoke cheating because not all consumers WANT to tell what they think and feel. However the finding that 90 % or more of our decision making is subconscious has even more severe consequences: In many situations consumers CANNOT tell what they think and feel. How can implicit methods and the power of innovative questioning techniques help to tell better stories about consumers decisions?

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Unspoken™ - New implicit technology that blends an engaging mobile interface with system 1&2

Julia Görnandt

SKIM, Netherlands, The

In today's fast-paced digital world time is precious, speed is of the essence and attention spans are short. Yet, expectations of market research have never been greater. This is why we have to adjust, challenge existing norms and come up with new ways of doing research. To uncover how today's consumers truly think and behave we need to connect with them in the same way they connect with the world around them. This means that new research methods will have to place mobile technology at their core, replace overly rational questions with fast-paced intuitive exercises and entertain rather than bore people. We will introduce a new mobile technology can do exactly that: Unspoken™ uses intuitive, engaging swiping and tapping exercises that trigger more instinctive responses and incorporates reaction time as an implicit measure. With different case studies in market research the various application areas for this new approach will be highlighted. A head-to-head comparison with some traditional methodologies that are naturally capturing rather rational thought processes will further portray the character of Unspoken™ and point out its strengths. Lastly, we will showcase that such an implicit methodology for mobile devices is not only suitable to uncover preferences of Millennials of the Western world, but can be used across age groups and can even reduce response biases prominent in Asian cultures.

Görnandt-Unspoken™ - New implicit technology that blends an engaging mobile interface with system 1&2-249.pdf

The Art of Body Reading

Markus Küppers

September Strategie & Forschung GmbH, Germany

How biometrics can stir up the traditional research landscape.

Imagine a world where market research wouldn’t have to take consumers‘ response at face value. Imagine we could could go ‚under the skin‘ and see what consumers actually feel! Given the vast technological progress within the past decade or so, we are now able to actually do this by monitoring consumers‘ biometrical data and, via empirical algorithms, condense the data into seven emotional KPI 1. attraction, 2. relevance, 3. liking, 4. emotional closeness, 5. trust, 6. sceptisicm, and 7. stress – completed by in-depth-interviews to marry the emotional KPI with the inner psychological story. This combination is able to evaluate almost any stimulus not only twice as valid but also to deliver sound and hands-on recommendation. But there is no innovation without a challenge of the status quo…

Brain Branded: Subconscious Brand Positioning using AI

Dr. Jonathan T. Mall

Neuro Flash, Germany

Big Brands are fighting over consumer brains. They battle against forgetting, trying to take the top position in their category.

Here we present a solution to understand this 'brain battle map'. Using a supercomputer and novel machine learning approaches, we simulate the implicit associations of consumer groups and whole nations. Determining brands' subconscious position in the brain and how it compares to the competition. We show how closely the results match consumer's implicit behavior and how the results can be used to increase sales using fitting associations.

Mall-Brain Branded-261.pdf

If you can’t tell – let’s play! A smart way to measure brand positioning

Henner Förstel

MANUFACTS Research & Dialog, Germany

Relevance & Research Question:

Brand image is one of the key drivers for consumer decisions. However, it is hard to measure brand strength and personality in standardised quantitative questionnaires, as the concept itself is quite abstract and respondents may find it difficult to translate their intuitive perception into brand items.

Furthermore, brands are usually in competition with others, and a strong and well balanced brand image can be useless, if other brands have even more appeal.

To make brand surveys more intuitive to answer and to get results that match better with real-life consumer behaviour, Manufacts created a new research instrument called Battle-of-Brands. This tool was tested in a pilot study against classical brand funnel and brand profile questionnaires.

Methods & Data:

In this research tool, brands are ‘fighting’ in a direct ‘battle‘ against each other (inspired by the AHP process). Each duel is fought in one of four dimensions. This creates more insights than asking for individual brand profiles as customers are forced to compare and decide who is best (just like in real life).

To help respondents understand the idea of the questionnaire and make intuitive decisions, the questionnaire is designed in a very playful way. Additionally, special focus was set on formulating questions as short as possible.


As a direct result of the choice-based survey mechanism, results of our battle approach are much more distinct compared to classical brand profile questions. Our pilot study was conducted with a range of very popular fast food brands which have fairly similar image profiles when being analysed with a classical approach. The battle of brands sharpens the market leader position on the one hand but also helps to identify specific strengths of competitors.

Added Value:

Key benefit of the Battle-of-Brands is that brand positioning can be measured in a compact way without making compromises in quality of results. The systemic setting and pair comparisons in combination with the playful approach lead to higher motivation of the test persons. A positive side effect is that results are calculated in real-time so that this instrument can also be implemented as a quick tool in agile projects.

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