Certainty vs hesitation. Sharpen the findings of traditional surveys.

Transcription

1 Certainty vs hesitation. Sharpen the findings of traditional surveys.

2 When you change the way you see the world, you can change the world you see. The question is how to change the way we see the world?

3 Did you know that? When 100 consumers say YES to a survey question 100%

4 Did you know that? When 100 consumers say YES to a survey question almost half of them is uncertain of their own answer? 56% 100% 44% yes, BUT certain answers uncertain answers Source: NEUROHM benchmark database ( )

5 What makes consumers uncertain? don t have enough relevant information don t want to criticize or try to be politically correct haven t made up their mind yet

6 Exceptions? Sure! In case of popular issues and when respondents have more experience with it, the number of certain consumers can be higher! 100% YES 97% 3% I love my kids. certain answers uncertain answers Tested group: Top managers of a big financial institution. Source: NEUROHM commercial study, financial services, employee satisfaction test (2016)

7 Exceptions? Sure! However, the certainty depends on many factors and in some cases the number of certain respondents are much lower! 100% YES 9% 91% I have enough time for my kids. certain answers uncertain answers Tested group: Top managers of a big financial institution. Source: NEUROHM commercial study, financial services, employee satisfaction test (2016)

8 However I will buy it. 56% 44% I would recommend it. certain answers It is a brand for me. uncertain answers Source: NEUROHM benchmark database ( )

9 Changing the way we see the world TRADITIONAL MODEL ATTITUDE = rational OPINION NEW MODEL ATTITUDE = rational OPINION + emotional CERTAINTY

10 What does it mean? SYSTEM 1 - implicit Emotional, Impulsive, Automatic; Subconscious experiences, Motives and attitudes. SYSTEM 2 - explicit Rational, Conscious, Verbal; Declarative, Opinions, Daniel Kahneman Princeton University Main purchase drivers are located in subconscious processing. conclusion: THAT DECLARATIONS ARE OFTEN NOT ENOUGH TO MEASURE CONSUMERS ATTITUDES! Gerald Zaltman Harvard Business School

11 How to measure certainty? Asking directly is not the best solution! answers may be cognitively distorted respondents might be not aware of real reasons CERTAINTY should be assessed indirectly by measures that reach beyond declarations. Integrate explicit and implicit measures to get the full picture.

12 How to go beyond declarations? Reaction Time uncovers consumers TRUE ATTITUDES IMPLICIT ASSOCIATION TEST IAT STRENGTH & ACCESIBILITY OF THE ATTITUDES 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) Russel H. Fazio Ohio State University Attitudes: Insights from the new implicit measures. New York: Psychology Press. (2009)

13 STRENGTH & ACCESIBILITY OF ATTITUDES Russel H. Fazio Ohio State University Attitudes: Insights from the new implicit measures. New York: Psychology Press. (2009) CERTAIN (STRONG) ATTITUDES ARE MORE LIKELY TO DRIVE BEHAVIOR Fazio & Williams (1986). Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: An investigation of the 1984 presidential election. Journal of Personality and Social Psychology, 51, Fazio, Powell, Williams (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process. Journal of Consumer Research, 16, Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When and how attitudes guide behavior. In Brock, Green (Eds.), Persuasion: Psychological insights and perspectives (pp ).

14 CERTAINTY gives more accurate results predictions of consumer real behavior [via shelf-test] DECLARED CERTAIN ACTUAL Brand Evaluation 71% 56% 50% Product Evaluation 87% 49% 46% [average score gathered from 8 brands and 8 products from FMCG category] Source: NEUROHM internal R&D studies (2014/2015, n=1985)

15 Measure of certainty sharpens the image EXPLICIT observations Integration of declaration & certainty sharpens observations and give new perspective to old questions. EXPLICIT + IMPLICIT observations

16 CERTAINTY gives more accurate results enriches explicit insights based on DECLARATION based on CERTAINTY % of conclusive results 67% 88% The biggest worldwide Implicit Survey on tobacco health warnings (N=5293)24 countries participating + 7 countries supporting Report available at

17 Certainty can enhance various areas of market research

18 Certainty helps us to change the world of market research! Thank you!