Présentation du Tech3Lab et d'un projet de recherche neuromarketing à HEC Montréal lors d'une présentation pour Orchestre Canada.
Presentation of HEC Montreal's Tech3Lab and neuromarketing research to Orchestra Canada.
1. Between the mouse and the brain:
How neuromarketing can contribute to
your Internet strategy
Sylvain Sénécal, Ph.D.
May 28, 2012
v
2. Plan
• Consumers and measures
• Neuromarketing
• Tech3Lab at HEC Montréal
• A neuromarketing project
• Last word
3. Consumers and measures
• Are your influenced by others?
• Methods and measures
– Self-reported
• E.g., Questionnaire
– Observation
• E.g., Behaviors http://huehueteotl.wordpress.com/2009/01/
4. Neuromarketing
• Neuromarketing
– Use of neuroscience theories and methods
– To analyze and understand consumer behaviors (Lee et al.
2007).
• The human body as an objective data source.
18. Experimental Design
One hour maximum
Intrascript Questionnaire A A A A A A A A A A L Questionnaire
Interscript Questionnaire B C D E F G H I J K L Questionnaire
21. Results : Visit of the last website (new)
n=18 Intrascript Interscript P-value
(one-way Mann-Withney)
Aesthetics 4.63 4.65 46.4%
Ease-of-Use 3.93 5.04 6.5%
Information Quality 4.96 4.57 73.0%
Interactivity/Personalisation 4.00 4.18 42.9%
22. So what?
• Make your visitors come more frequently to your
website than those of competitors
– Why? They will become experts in using it and perceive
those of competitors are less easy to use
• Why? Their script will be based on your website.
– How? New content, newsletters, promotions, etc.
23. Last word
• Neuromarketing is an emerging research sub-field
that will help better understand the underlying
mechanisms at play when consumers interact with
organizations.
• With the Tech3Lab, HEC Montréal is at the forefront
of this research.