Nestle USA has been broadening its understanding of non-conscious implicit drivers of consumer behavior for a number of years. This course curriculum is designed to continue and strengthen that effort.
This 8 module course will guide you through the fundamentals of Behavioral Science, methods, and key brain systems important for communications.
Each module consists of a 15 – 30 minute session led by neuroscientist Dr. Elise Temple accompanied by downloadable slides, handouts, and activity as well as external links for further exploration.
This e-learning curriculum is designed for people to use individually or as a group. If live consultation with Dr. Temple is desired, reach out to your BASES contact to organize.
Solution | Quick Screen | Rank and Sort | Idea Screen |
---|---|---|---|
Study Type | Idea Ranking | Idea Ranking | Idea Qualifying |
Purpose | Quickly Rank Ideas plus Guest Feedback | Rank Ideas with Feedback across multiple occasions | Evaluate & Qualify Ideas to Take Forward |
Deliverable | Online Results in Nielsen Studio (No Report) | Full Report + Strengths & Weaknesses in Nielsen Studio + Data File | Report + Data File |
Factors Included | 2 Factors • Need/Desire • Attention Catching (Uniqueness) Note: ideas are ranked relative to each other; no database comparison ADDITIONAL Strengths & Weaknesses Feedback Module |
2 Factors • Need/Desire • Attention Catching (Uniqueness) Note: No database comparison ADDITIONAL Strengths & Weaknesses Feedback Module |
4 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching Note: INCLUDES database comparison |
Diagnostics | No Diagnostics | No Diagnostics | No Diagnostics |
Forecasting | No Forecast | No Forecast | No Forecast |
Timing (may change based on target groups) |
~24 Hours from Lockdown to Results | ~10 Business Days from Field Start to Results | ~15 Business Days from Field Start to Results |
Solution | Quick Screen | Snapshot | Optimizer | BASES I |
---|---|---|---|---|
Study Type | Concept Screen | Concept Screen | Concept Optimization | Concept Evaluation |
Purpose | Prioritize Concept(s) to Take Forward | Prioritize Concept(s) to Take Forward | Optimize Concept Variations into a Full Proposition | Qualify & Size the Concept, with Rigor |
Deliverable | Online Results in Nielsen Studio + Simplified Report + Exported Verbatims File | Full Report + Data File + Verbatims File | Full Report + Data File + Verbatims File | Full Report + Data File + Verbatims File |
Factors Included | 6 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching • Credibility • Acceptable Costs |
6 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching • Credibility • Acceptable Costs |
Optimize to Top 3 Concepts AND 6 Factors • Need/Desire • Advantage • Distinct Proposition • Attention Catching • Credibility • Acceptable Costs |
8 Factors Snapshot Factors + • Message Connection • Clear/Concise Message |
Diagnostics | Limited Diagnostics | Limited Diagnostics | Limited Diagnostics | Detailed + Custom Diagnostics |
Forecasting | OPTIONAL Simplified Forecast Add-On | OPTIONAL Simplified Forecast Add-On | OPTIONAL Simplified Forecast Add-On | Detailed Forecast Included |
Timing (may change based on target groups) |
~10 Business Days from Lockdown to Results | ~20 Business Days from Field Start to Results | ~35 Business Days from Field Start to Results | ~30 Business Days from Field Start to Results |