TSVC rapid insights into successful innovations. Marketing facts 1. The conscious is so insignificant. TSVC I Measure - Optimize - Launch!

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1 TSVC rapid insights into successful innovations Marketing facts 1 The conscious is so insignificant

2 The conscious is so insignificant Market research consists primarily of answering questions by respondents. These respondents consciously respond to the subject of the research. However, this is something that does not always belong in the normal human situation. Often in consumer research is explicitly asked for the effect of an impression on the consumer. After showing an advertisement, for example, questions are asked to the viewer as "What did you think about this advertisement?", "Do you remember the brand advertised?", What do you think of that brand? and "How likely is it you will buy this brand in the future?". The responses to these questions depends on the consumer's introspection: he/she has to think about what the advertising does with him/her. This way of knowing is enough when we are interested in what happens when people consciously think about advertisements (conscious effects) or how people themselves think of being influenced by advertising (assumed effects). However, scientific research has shown that the effect of a message is dependent on mental processes, part of which is automatic, volatile and / or unconscious. For example, someone can get volatile and automatic positive associations when they see an advertisement for oatmeal or coffee cake, but are not aware of these (anymore) when they answer the questions. These types of processes are completely overlooked or misinterpreted by the consumer upon introspection. That's annoying, because precisely this type of process largely determines the effectiveness of an expression. How to catch these invisible processes in research? 1. Impliciet meten is weten SWOCC

3 Consciousness vs. Unconsciousness All other Questions The explanation can be found in the processing capacity of our consciousness vs. our unconsciousness. How much can we now process consciously? As we read, we process about 45 bits per second, which is comparable to a rather short sentence. As we read aloud, the processing speed drops to 30 bits per second. If we count, we can edit approximately 4 bits per second, just try to count objects, such as the letters in the word "nonethelessnotopposite". Four per second, much faster is not possible. The above examples show that the processing capacity of our consciousness depends on the task. With reading you can process more than counting. However, if you want a kind of general estimate, it appears that the absolute maximum for conscious processing is around 60 bits. More than 60 bits per second our consciousness simply cannot handle. And what is our total processing capacity? What can our senses and our unconscious process per second? Several researchers have carefully looked at the amount of receptor cells in our senses and the number of brain cells that further processes the sensory information, and came to an incredible (and heartwarming) conclusion. We can process about 11.2 million bits per second! Only our eyesight can already handle about 10 million bits per second. For example, a television screen has a lot of bits. That huge amount of bits we process while we are aware of one or two of the things on a television screen ("He, Brad Pitt gives Angelina Jolie a kiss"). Unaware, however, we process countless details. 2. Het slimme onbewuste Denken met gevoel Ap Dijksterhuis

4 TSVC Battle-N method: unconsciously make choices When a respondent makes a conscious choice, it makes a choice based on a fraction of the information shown. However, under pressure people are well able to choose quickly. This goes virtually unconscious and based on a multiple amount of bits that is commonly used in a conscious choice. This is exactly what the revolutionary Battle-N method of TSVC does. Using our unique Battle-N methodology, the best insights, usp's, claims, rtb's, etc. automatically come up. The respondent unconsciously answers all possible options that lead to her final choice, because the respondent must make a forced choice between the most relevant aspects. This will simulate the consumer's decision-making process as realistically as possible. Interested in more information about our unique Battle-N method? Contact us: t m gdenhertog@tsvc.nl

5 Evaluate your innovations in today's market? With the unique TSVC Tools you can! You can rely us! Nothing is as difficult as developing a successful product. There are many choices to make in the innovation process. So how do you know these are the right choices that deliver the most success? TSVC provides unique and reliable insights which will help you make your innovations as successful as possible. TSVC

6 Innovation Selector Are we sure we have developed the best concept? Second opinion What product characteristics are really important in the concept selection? Which combination of facts does the best concept? So how can we help you? Concept Optimizer What new proposition has the biggest market potential and why? How do I convince our internal organization with hard facts? Who is my main competitor in this introduction? Marketing Mix Maximizer Does the product meet the promise of the concept How much volume will we do and how do I convince the retailer? Which buttons do I have to turn for more volume? Decision Supporter Is the new nozzle 0.30 or even 0.50 worth more? Do they find us in the shelter? Are we considered? or even chosen? At what price do we achieve our sales goal? TSVC

7 Best Ideas Best Concepts Best Mix All other Questions Innovation Selector Concept Optimizer Marketing Mix Maximizer Decision Supporter Do you want to know more? Go to and download other useful content! Hoofdstraat LK Driebergen tel: mob: gdenhertog@tsvc.nl