a game changer in online consumer research

_CERTAINTY INDEX

Prof. Rafal Ohme NEUROHM

_HESITATION – a neglected consumer research phenomenon

_new model

EXPLICIT direct,

declarative opinion

IMPLICIT indirect, behavioral level of conviction

ATTITUDE preference intention opinion

STATEMENT CERTAINTY of statement

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.

Russel H. Fazio Ohio State University Attitudes: Insights from the new implicit measures. New York: Psychology Press. (2009)

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

_scientific background

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, 505-514. Fazio, Powell, Williams (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process. JCR, 16, 280-288. Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When and how attitudes guide behavior. In Brock, Green (Eds.), Persuasion: Psychological insights and perspectives (pp. 41-62).

_the more certain you are the quicker your answer is

_Reaction Time - IMPLICIT CERTAINTY measure

when certainty index is moderate or low an attitude will not likely translate into BEHAVIOR

_with IMPLICIT CERTAINTY you can better predict behavior

you are one step ahead in marketing, recruitment, politics, management and many more

_you are ONE STEP AHEAD

what people will buy, on whom will they vote, how hard your team will work

_a cutting edge online tool powered with CERTAINTY INDEX

iCode™ is simple and elegant

_iCode™ is validated

CALIBRATION psychometrics

noise reduction test / re-test

success stories R&D works

Source: Matukin, Karylowski, Ohme (under review)

624

553 500

550

600

650

700

t (1074) = 10.646 p < 0.000

CERTAINTY INDEX OF iCode™

I LIKE I CHOOSE

LOW CERTAINTY

HIGH CERTAINTY

I LIKE I DO NOT CHOOSE

Certainty Index predicts choice more accurately

_why clients love iCode™ in Americas, Asia & Europe

_what we like to eat

implicitCASE

2015

We declare we like to eat healthy, fish & salad

I like

FISH

SALAD

CAKE

BEER

WINE

80%

88%

68%

61%

68%

12%

22%

24%

17%

0% 20% 40% 60% 80% 100%

YES NO

4%

HI YES / HI NO Percentage of people who answered the question with high certainty.

IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.

YES HARD TO TELL NO HIGH AVERAGE LOW N/A

EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.

implicitCASE

2015 N=798

80%

88%

68%

61%

68%

12%

22%

24%

17%

0% 20% 40% 60% 80% 100%

4%

Cakes & beer, this is what we truly want

I like

FISH

SALAD

CAKE

BEER

WINE

80%

88%

68%

61%

68%

12%

22%

24%

17%

0% 20% 40% 60% 80% 100%

YES NO

4%

HI YES / HI NO Percentage of people who answered the question with high certainty.

IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.

YES HARD TO TELL NO HIGH AVERAGE LOW N/A

EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.

implicitCASE

2015 N=798

4%

_what is important? for Polish and French mothers

implicitCASE

2015

EXPLICIT shows no differences between French and Polish women

GOOD FOR ME

96%

98%

0% 20% 40% 60% 80% 100%

GOOD FOR CHILDREN

87%

86%

3%

0% 20% 40% 60% 80% 100%

5%

HI YES / HI NO Percentage of people who answered the question with high certainty.

IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.

YES HARD TO TELL NO HIGH AVERAGE LOW N/A

EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.

implicitCASE

2015 N=154

96%

98%

0% 20% 40% 60% 80% 100%

87%

86%

3%

0% 20% 40% 60% 80% 100%

IMPLICIT: French women think about themselves, Polish women about children

GOOD FOR ME

96%

98%

0% 20% 40% 60% 80% 100%

GOOD FOR CHILDREN

87%

86%

3%

0% 20% 40% 60% 80% 100%

5%

HI YES / HI NO Percentage of people who answered the question with high certainty.

IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.

YES HARD TO TELL NO HIGH AVERAGE LOW N/A

EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.

implicitCASE

2015 N=154

_how to use it in advertising?

’Delicious yogurt! My child will like it’

’Delicious yogurt!’

POLITICS How to drive new votes?

implicitCASE

2014

𝑅2=.44

2008/2012 ’powerful’ ’leader’

_key voting driver

’shares my values’

in 2016…

’Shares my values’

YES NO

Joe Biden

Chris Christie

Rand Paul

Hillary Clinton

Barack Obama

HI YES / HI NO Percentage of people who answered the question with high certainty.

IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.

YES HARD TO TELL NO HIGH AVERAGE LOW N/A

EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.

implicitCASE

2014 N=897

’Shares my values’ - implicit profiling

39%

29%

29%

29%

35%

44%

49%

37%

32%

55%

0% 20% 40% 60% 80% 100%

YES NO

Joe Biden

Chris Christie

Rand Paul

Hillary Clinton

Barack Obama

HI YES / HI NO Percentage of people who answered the question with high certainty.

IMPLICT emotional CERTAINTY Certainty level of declarations. The faster is the reaction, the more certain an attitude is.

YES HARD TO TELL NO HIGH AVERAGE LOW N/A

EXPLICT rational OPINION Percentage of people who AGREED / DISAGREED with a given statement.

implicitCASE

2014 N=897

’Shares my values’ iCode™ predicts:

HESITATION

’Shares my values’ iCode™ predicts:

CERTAINTY

_now iCode™

is open for public!

is best in class

online platform no entry barrier

unexpensive user friendly

operated by YOU

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

_now iCode™

is open for public!

for research companies, end clients and small businesses worldwide

_iCode™ applications – selected areas

• MARKETING – how to connect

with consumers

• SALES – how to charge

sales force

• MANAGEMENT – how to motivate

employees

_iCode™ is ready for

THUMB GEN lifestyle

_a great tool-or-toy

for Y/Z gens

apps

_enjoy!

_want to learn more? rafal@neurohm.com

• 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).

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.

Lecturer:

Prof. Rafal Ohme