Tuesday - June 10th, 2014
Concurrent Sessions E

What Lies Beneath: Leveraging Implicit Processes to Reveal What Is Really Influencing Consumer Decisions

Most marketing research relies on consumers’ conscious reactions through methods like questionnaires, surveys, and focus groups.  One assumption is that respondents can and will honestly tell you how they feel and will behave towards a product.  Marketers may recall the "New Coke" which passed all of the research and taste tests and then resulted in consumer backlash. How can this be explained?  And what should we do about it?

The answer is that conscious processes only get at part of the picture.  Cognitive science, neuroscience, and psychological science have been showing this for over twenty years and marketers are just getting around to dealing with these findings.  Asking people what they think, how they feel, and what they remember is only part of the picture.  What do we know about these unconscious processes and how can marketers use these data?

The Marketing Store, teamed up with Ipsos and Implicit Strategies to explore the conscious and unconscious processes related to brand loyalty in general and then took a look inside the retail and airline industries by embedding implicit measurement into a traditional online survey.  What lies beneath the surface just might surprise you and keep you from arguing with your spouse the next time you’re waiting in line at the airport.


Sarah Farrand


Senior Manager, Strategy & Insights at The Marketing Store

Sarah understands that to win in marketing today you have to connect with your consumer in meaningful ways at every step along the path to purchase. So she's all about creating connections that drive action, lead to consumer interaction, and ultimately close a transaction. She brings 12+ years of Marketing experience working across clients in retail, automotive CPG & Healthcare.


Joel Weinberger, Ph.D.


A founding partner of Implicit Strategies

Joel Weinberger, Ph.D., a founding partner of Implicit Strategies, is a practicing clinical, personality, and motivation psychologist, and a Professor of psychology at the Derner Institute for Advanced Psychological Studies, at Adelphi University in New York.

Dr. Weinberger completed his Postdoctoral training in human motivation at Harvard University.  He is the author or co-author of over 100 published articles and chapters. He has co-edited books on personality change, and on the art and science of psychotherapy.  His political and business commentaries have appeared in the Huffington Post.

Dr. Weinberger is a Fellow of the Association for Psychological Science.  His research has been funded by the National Institute of Mental Health. He received the Ulf Kragh Award from the University of Lundh, in Sweden, for his work on unconscious processes.

As a founding partner of Implicit Strategies, Dr. Weinberger helps political campaigns, non-profits, and commercial companies discover what consumers really think and feel about their candidate, product, or brand.


Amy Charles, P.CRM


Senior Vice President, Ipsos Reid Loyalty

Amy Charles is a Senior Vice President at Ipsos Reid Canada in the Loyalty group. Amy has been with Ipsos Reid since 2001 and specializes in customer loyalty, employee engagement and motivation-based segmentation.

A native of the United States, Amy began her market research career in the U.S. and has been in the research industry since 1989.  She spent nine years specializing in the area of socio-cultural and consumer motivation with a French-based market research firm, where she conducted global research programs for a wide spectrum of clients. Amy is versed in both quantitative and qualitative methodologies, and enjoys developing complex, multi-methodology projects. She has designed various multivariate segmentation solutions that incorporate consumer behaviour, attitude and motivation. On the qualitative side, she has conducted numerous one-on-one, executive and focus group interviews using anthropological and ethnographic techniques.