2014 Agenda

Registration and Coffee

Welcome and Opening Remarks
by Dr. Carl D. Marci (Innerscope Research) & Matt Tullman (Merchant Mechanics)

MODULE 1: Building A Foundation For Nonconscious Measurement In Research

Making Nonconscious Measurement Practical for Marketing Insights
by Jim Berling (Burke Institute)
Download Presentation [PDF, 15.7M]
As Nonconscious Measurement grows in importance as an insights technique and more and more technology solutions enter the marketplace insights and marketing professionals need to learn the best use cases and applications for each of these options. Jim Berling from The Burke Institute will discuss developing training programs based on “in the trenches” pragmatic experience necessary to create wide scale efficient use of this growing toolbox.

More Effective Marketing Through Research Innovation: The Case for Neuroscience Methods by Horst Stipp (The ARF)
Download Presentation [PDF, 9.7M]
The ARF has been pioneering work in comparing the uses of various neuroscience technologies for several years. Horst Stipp has led this effort, and in this session he’ll share what has been learned to date and what the future holds for the ARF Neuromarketing learning initiative.

MODULE 2: The Business Case For Applied Neuroscience

Up Close & Personal With Clients: Round 1
Moderated by Michelle Adams (Marketing Brainology); Panelists: Mike Donahue (AAAA) and Marjorie Reedy (Merck)
In this interactive interview industry thought leader Michelle Adams of Marketing Brainology will lead a focused and impactful discussion with Marjorie on how Merck have used applied Neuroscience within their organization for insights-driven business impact.

Science Faction: How Emerging Tech & Brain Science Are Creating Pragmatic Solutions
by Jeremy Sack, Ph.D. (LRW)
Download Presentation [PDF, 4.4M]
“Pragmatic Brain Science” is more than a catch-phrase, it’s the underpinning of a whole paradigm for leveraging neuroscience and technology to deliver not just insights, but behavioral change. In this session Jeremy Sack, Ph.D. of LRW will share how they are leveraging new technology like Virtual Reality to redefine how applied neuroscience can deliver value.

Under the Radar in Real Time: Measuring Emotions “In the Moment”
by Amit Ghosh (Forbes Consulting)
Download Presentation [PDF, 5.7M]
As the power of emotion in shaping consumer behavior is increasingly recognized by the business world, retailers of all stripes have been increasingly focused on decoding the emotional dimensions of shoppers’ experiences in their venues. Two key challenges in this enterprise make it difficult. First, shoppers’ emotional experiences are “perishable” – and are known to degrade rapidly after the shopping event. Second, shoppers are almost always in motion – moving into, through, and away from shopping venues at the speed of life. Success in measuring consumers’ emotional experiences while shopping requires getting immediate feedback from shoppers about their emotional experiences, in a manner which does not prohibitively “slow them down.” And, because the majority of emotional activity is known to take place below the threshold of consciousness, this in-the-moment, non-intrusive emotional measurement task must also provide access to unconscious processes. This presentation discusses one approach to uncovering the emotional elements of the shopper experience using MindSight® Mobile — a proprietary emotional measurement tool that uncovers and measures subconscious emotions driving consumer behavior in real-time through an enjoyable, quasi-gamified exercise that takes under two minutes for consumers to complete. Results from shopper experience case studies spanning several vertical markets will be discussed.

Optimizing Public Service Advertising Campaigns with Applied Neuroscience by Michael Smith (Nielsen Neuro) & Patty Goldman (The Ad Council)
This joint presentation will examine how consumer neuroscience research can be applied to address the challenges of NGOs. Nielsen, a leader in using neuroscience to improve communications and messaging, together with the Ad Council, a private, non-profit organization that marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to deliver critical messages to the American public, will review empirical case studies and ad optimization strategies resulting from joint programmatic neuroscience research on the emotional drivers of engaging public service advertising.

Frontiers of Applied Neuroscience – Testing Consumers’ Responses to Innovation by Thomas Ramsøy (Neurons Inc)
Download Presentation [PDF, 25M]
We’re moving the boundaries of applied neuroscience and are currently testing unconscious (emotional + cognitive) responses to novel situations such as augmented reality (e.g., Lowe’s Holoroom), robotics (AI in store environments), and other challenging situations (e.g., place branding in Dubai, or virtual environments in Valencia). What have we learned? Dr. Thomas Ramsøy will tell us!

Networking Break & Innovation Showcase

Network with your peers, grab some refreshments, and then experience the whole range of nonconscious measurement technology on display at NIMF. From Virtual Reality and Google Glass to EEG headsets and Voice Analytics, you can test drive them right here.

MODULE 3: The Business Case For Implicit & System 1 Techniques

Up Close & Personal With Clients: Round 2
Moderated by Matt Tullman (Merchant Mechanics); Panelists: Diane Mills (Estee Lauder) and Andy Smith (Hershey’s)
In this interactive interview industry Matt Tullman of Merchant Mechanics will chat with Nick and Lisa about how Pepsico and Merck have been using Implicit and Behavioral Economics models to change the value and actionability of insights in their organizations.

Our Lips Are Sealed: Why The Truth Is Implicit
 by David Penn (Conquest)
Download Presentation [PDF, 5.1M]
This case study shows how a new implicit and metaphorical approach, called Automatix™ gave eBay a powerful commercial insight denied to conventional approaches:

• Response latency, in milliseconds, (combined with task accuracy) obviates the need for explicit questions, and minimises scope for cognitive disturbance.
• Avatar-led technology, using metaphoric visualisations, allows respondents to express their feelings automatically, without words.

For eBay, the approach revealed a hidden negative bias among non-users, and showed that these beliefs reduce dramatically after seeing new advertising – giving confidence that the campaign could challenge resistance among non-users, and extend the brand’s franchise.

Getting Up To Speed and Taking The Next Steps with Implicit Association Techniques
by Paul Conner (Emotive Analytics)
Download Presentation [PDF, 12.8M]
In this session, Paul Conner, CEO (Chief Emotive Officer) of Emotive Analytics, a company that has developed IE Pro™ implicit technology, gives a brief history and description of implicit association techniques, delineates several implicit association techniques available today, and, most importantly, describes where they need to go to move to the next level of innovation. In describing where they need to go, Conner presents areas of improvement for these techniques (e.g., toward “ecological validity”) that have not been widely discussed in marketing research. In so doing, attendees, after being brought up to speed on these techniques, are primed to pioneer their evolution.

Charting The Nonconscious By Going Beyond Implicit
by Aaron Reid (Sentient Decision Science)
Download Presentation [PDF, 32.9M]
Implicit Measuremnet is a fantastic tool for generating game changing insights and one of it’s benefits is it’s “modular” capability to be combined with other approaches to deliver even more impressive results. In this session Behavioral Scientist Aaron Reid will detail how you can go beyond Implicit to deliver more insights, more impact, more value and more ROI.

From Insights To Change Agents: Using Behavioral Design To Change Behaviors And Drive Impact
by Will Leach (TriggerPoint)
Download Presentation [PDF, 13.3M]
Behavioral Designer Will Leach will explain not just how behavioral economics & System 1 methods are used to generate greater understanding of consumers, but more importantly how these sciences must be at the heart of behaviorally designed interventions and marketing.

Lunch & Innovation Showcase

Network with your peers, grab some refreshments, and then experience the whole range of nonconscious measurement technology on display at NIMF. From Virtual Reality and Google Glass to EEG headsets and Voice Analytics, you can test drive them right here.

MODULE 4: The Business Case For Biometric Measurement

Up Close & Personal With Clients: Round 3
Moderated by Dr. Carl Marci (Innerscope Research); Panelists: Bill Bean (Mattel), Jay Leon (Turner), and Elita Baram (Campbell Soup Company)
In this interactive interview Dr. Carl Marci of Innerscope will engage with Bill Bean of Mattel, Jay Leon of Turner, and Elita Baram of the Campbell Soup Company to discuss how they turned playtime into learning time using biometric measurement approaches.

LabKit: The Better, Faster, Cheaper Neuromarketing Solution
by Jake Stauch (NeuroSpire)
Download Presentation [PDF, 3.2M]
EEG has come a long way baby, and in this eye opening session Jake Stauch will show how new thinking and new technology have taken an established scientific approach vastly in need of innovation and made is efficient, scalable, and widely accessible.

How to understand better customers hearts and minds using voice analytics
by Dan Marom (Beyond Verbal)
Download Presentation [PDF, 5.5M]
One of the hottest companies in the world right now, Beyond Verbal has created the world’s first scalable and validated solution for voice analytics. How can this tool be used to generate insights? Dan Marom will explain how voice analytics is used to better understand customers.

Using The Right Tool For The Right Question: A Method-Agnostic Approach To Holistic Communications With Consumers
by Michelle Niedziela, Ph.D. (HCD)
Download Presentation [PDF, 3.6M]
Eye tracking to EEG, GSR to fMRI, IAT to fEMG, facial coding to heart rate, traditional market research to psychological testing. These are all wonderful tools for capturing a consumer’s response to products from packaging to product formulations to advertisements to hotel rooms. We will show how psycho-physiological methodologies and applied consumer neuroscience can help marketers and product developers make decisions with actionable recommendations in all stages of innovation: exploration, evaluation and validation.

But more importantly, HCD’s technology-agnostic approach allows for flexibility in keeping up with the latest tools and scientific research and, most importantly, focus on client needs and goals.

HCD’s Scientific Director Dr. Michelle Niedziela will walk through HCD’s holistic applied consumer neuroscience approach and discuss how this approach helps companies build consumer technical models for successful product development using scientifically demonstrated technologies that enhance efficacy and provide meaningful and scientifically proven claims.

How Google Glass Changes The Measurement Game
by David Zakariaie (Senseye)
Everyone has heard of Google Glass, but in this session you’ll learn how companies are making use of the sensors in this device, combined with apps tohelp them live up to their potential, to deliver a whole new way to measure consumer behavior, both conscious and nonconscious, to deliver insights never before available at scale and with massive efficiencies. The Wearable Revolution is here, and now it’s time for insights to join the movement.

Networking Break & Innovation Showcase

Network with your peers, grab some refreshments, and then experience the whole range of nonconscious measurement technology on display at NIMF. From Virtual Reality and Google Glass to EEG headsets and Voice Analytics, you can test drive them right here.

MODULE 5: The Business Case for Holistic Nonconscious Models

Up Close & Personal With Clients: Round 4
Moderated by Aaron Reid (Sentient Decision Science); Panelists: Nick Harrington (P&G) and Sarah Snudden (Keurig Green Mountain)
IN our final client interview of the day Aaron Reid returns to the stage to lead a discussion with Tony and Sarah about the importance of a holistic view of nonconscious behavior measurement is being used to take their research organizations to the next level.

The Best Of Both Worlds: How Facial Coding & Traditional Research Work Together
by Dan Hill (Sensory Logic)
Download Presentation [PDF, 1.9M]
Facial Coding has been described as the “big data” of nonconscious measurement and in this session Dan Hill will share how one of the most ubiquitous pieces of technology, the camera, is being used in combination with many different research approaches to deliver on that promise.

The Nonconscious Mashup Model: Combining The Best Of All Worlds
by Matt Tullman (Merchant Mechanics)
Download Presentation [PDF, 4.7M]
What’s better, a single really good steak or a casserole? Both have their places, but Matt Tullman will demonstrate how combining many ingredients from the nonconscious measurement pantry can make you a world-class insights chef.

Beyond Sentiment: Using Text Analytics to Uncover Latent Cognitive Insights
by Amber Strain (Decooda)
Download Presentation [PDF, 6.2M]
Consumers often use social media as a platform to share their thoughts, feelings, and attitudes about products and brands. Can their statements be taken at face value? The language consumers use on social media can be indicative of latent or even unconscious factors that influence their consumer behavior. In this session, Dr. Amber Strain will explain how Decooda uses a cognitive linguistics approach to unearth latent emotional, attitudinal, and behavioral insights from social media data.

The Science of Foresight, Strategy and Innovation
by John McGarr (Fresh Squeezed Ideas)
Download Presentation [PDF, 5.5M]
​Clients most often want to make investment decisions long before they develop marketing programs. This talk will demonstrate how new narratives are needed in contemporary society and how marketers can build subconscious attraction to their brands to make investment decisions easier. Using the American Myth of the Self-Made (Man), Fresh Squeezed Ideas will demonstrate how the collapse of the American Dream in 2008 has produced a change in popular culture that savvy brands are exploiting. Finally, John will unveil The Cultural Forces Lab – a digital chemistry set for Foresight, Strategy and innovation.

Closing Remarks By Chair

Networking Reception, Sponsored by the Burke Institute