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183. The Power of Fast-Choice & Implicit Testing with CloudArmy’s Keith Ewart

Dec 17, 2021

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Today rounds out this miniseries of companies providing testing opportunities for businesses with a conversation about fast-choice and implicit testing with CloudArmy’s Dr. Keith Ewart.

During our conversation today, Keith starts by telling us all about testing and project work he did during his 24 years at Proctor and Gamble – the positives and the pitfalls – and the work he now does as VP of Insights at CloudArmy.

He will share about some of the issues in testing at large organizations, including being stuck executing projects that you know won’t work well because the testing took too long to come back and being too far down the track to implement something new. (So frustrating!) That’s why the super quick and incredibly effective fast-choice and implicit testing that CloudArmy does is such a great solution, which he will also give insight on. Listen now to learn all about it (and best next steps for starting your own project).

Show Notes:

[00:42] I am so excited to introduce you to Dr. Keith Ewart, partner and VP of insights at CloudArmy.
[03:35] Keith shares about where he lives and his background.
[05:04] He actually started off in microbiology. After working in microbiology for about a year and a half he saw the wonderful world of insights and requested a move.
[06:38] A key part of his life at Proctor and Gamble was in packaging and developing better packaging solutions.
[07:47] The importance of understanding the packaging impact in the zero moment of truth all the way to the purchase in store.
[09:18] They were encouraged to think about multi-sensory signals.
[10:36] The third moment of truth is asking if that whole experience was so good that you want to tell your friends about it. It is important to have testimonials and brand advocates.
[12:46] The third moment of truth is not talked about in many companies.
[13:57] We want to drive the habits and at the same time we uncover what those barriers are. If we can uncover those barriers, we can put solutions in place.
[14:51] One of the biggest barriers to innovation is speed.
[16:05] Keith is a massive fan of fast cycle learning, rapid prototyping, bringing ideas to life very early on, and getting the voice of the consumer in the room as quickly as possible.
[18:15] What you really want is an individual's true response and ideally more than one or two focus groups.
[20:01] You can start to think about concepts, positioning, and using imagery to convey those brand positioning or benefits you want to get across.
[22:40] CloudArmy is a software company and programmers who have a background in the whole field.
[24:19] The beauty of a true implicit methodology is that consumers don’t even realize that they are being evaluated. It is based solely on reaction times.
[26:28] They are using implicit tests for packaging, messaging, advertising, and across the board. They are getting a true unconscious response to a set of stimulus.
[28:31] If you want to design your own test, it is not a problem. The key thing is what is the objective of the client and what is the best tool to understand and utilize.
[31:03] Context is key. Defining what you are really trying to get at and what success looks like. Make sure your problem statement is defined and can be measured. Take the data and translate it to actionable insights.
[33:15] Keep things simple. People’s brains are tired and they can’t cope with so much information.
[34:00] How many people can truly say they know what their brand stands for? What does the consumer really think is the most important component of their brand?
[36:27] Everyone should spend more time understanding the problem.
[38:20] The more constraints you put in place the longer time it will take. It is often beneficial to keep the sample broad.
[41:14] When you get everyone in the room together all trying to create and you get the toolkits around to help evaluate these things, you can make decisions quickly
[44:21] Melina shares her closing thoughts.
[47:24] Shop at The Brainy Business shop for that perfect brainy gear.

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