With 95% of human decisions made within the subconscious, this enigmatic area of the psyche is the key to predicting consumer behavior. Influenced by emotions, memory and cognitive load, the subconscious has remained largely untapped in the majority of consumer research methodologies, but in the last 2 years groundbreaking A.I. has drastically changed the playing field. With tools shaped by decades of research, the subconscious mind is more accessible than ever through a variety of emerging techniques.
Our voice holds subtle indicators to every emotion felt in the moment. Even the slightest alterations in pitch and tone can reveal the true depths of what a person is feeling, regardless of the words they use to express themselves. AI-powered voice analysis can reveal unfiltered emotional reactions and unlock a powerful comparisons with conscious expressions, reading emotions as well or better than any human. Beyond this, emerging research shows that voice can determine significant personality indicators, as currently used in e.g. the insurance industry to predict defaults, with up to 95% accuracy.
Micro-movements within the face are pointers of true, unmasked reactions and emotions. With advances in A.I., these movements can now be seamlessly recognized and tracked over time, forgoing the need for customers to self-report their emotional reaction. When paired with interview best practices, these insights can reveal accurate reactions to standard stimuli such as messages, visuals or videos before any questions have been asked, a technique which is currently being used by security forces around the world to predict behavior in real-time. This methodology gives compelling evidence as to whether participants are filtering or post-rationalizing their responses, giving clear insight into the full decision-making experience, and points of inner tension for customers.
While less new to the field, projective methods still hold an important place when accessing the subconscious. These inspire creativity to shortcut the rationalized brain and tap into more emotional reactions. These reactions are integral to understanding the full human experience, both self-reported and instinctual, and so remains a vital component of any subconscious addressing methodology. Here again, AI is stepping in to allow for more flexibility in projective use, as well as opening up the ability to rapidly scale what has been highly time-intensive analysis.
Next-generation sentiment analysis
Over the last decade, many of us have had slightly disappointing experiences with first-gen sentiment analysis, which clumsily attempted to codify answers as “positive” or “negative” with little depth or contextual understanding. But the huge advances in NLP (Natural Language Processing) from Google Cloud, AWS, OpenAI, GPT-3 and more have brought detailed and micro-granular analysis of language to provide next-level sentiment breakdown. While people may be expressing a similar opinion, their creative use of language can give away subtle distinctions that impact overall sentiment. This highly sophisticated level of analysis provides deep insight into the subtext of conversations, unlocking the subconscious reaction simply through text analysis, providing highly accessible and powerful insights.
If you are curious about understanding the full spectrum of the human experience in order to accurately predict behavior and inform long-term strategy, book a call with Sidi today.