How DPC measures and leverages unconscious effects for more effective campaigns

The Directorate of Public and Communication (DPC) supports all Dutch ministries and implementing organizations in communicating with citizens and professionals. DPC also recognizes that the unconscious plays a major role in forming opinions, choices and behavior. Well-known names such as D. Kahneman, A. Dijksterhuis, T.D. Wilson and V. Lamme have already demonstrated the influence of the unconscious. More and more researchers and marketers are therefore integrating new research techniques to better understand and strategically deploy the unconscious.

Validators develops innovative techniques

Since 2017, Validators has been working with Prof. Peeter Verlegh and Dr. Jiska Eelen (Vrije Universiteit Amsterdam) to support DPC in measuring these unconscious processes. Three specific research techniques have been developed for this purpose, mapping attitudes, opinions and willingness to take action at an unconscious level. These techniques are now being applied within at least three different campaigns to evaluate and optimize their effectiveness at the implicit level.

Knowledge Sharing

during the Innovation Parade During the Innovation Parade at the Royal Theatre in The Hague, Validators presented some results. These included answers to the question, "Can a campaign really contribute to a more positive attitude toward taking action when in doubt about domestic violence?" Thanks to the use of implicit research techniques, DPC now has concrete insights to deploy communication campaigns in a more effective and targeted way.

Do you also want to measure and use unconscious effects for your campaigns? We would love to think with you.