Brain Impact
More Impact with neurosciences
Pê
Arnaud Pêtre – Managing Director
Brain Impact – Brussels - Paris
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Goals
Quantify the unconscious
processes and decision’s drivers!
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1- Warming Up !
How many passes between the whitte team ?
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Neuromarketing - the down water iceberg side!
Cortex Réflectif
Cerveau Conscient : 5 à 10%
Rationality
=> Rationnel
Cerveau Intuitif
Limbic brain
=> Emotionnel
Emotions
Reptilian Brain
Cerveau Primitif
Decisions
=> Décisionnel Unconscient : 90 à 95%
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Neuromarketing Main tools
• Implicit Memory Priming Test
– unconscious memory test, measured by priming test
• fMRI or EEG brain Imaging during buying
decision
• Knowledge about decision process into the
deep brain (Reptilian Brain)
Frontal - Cortex Cerveau Réflectif
Cortex
Consciousness => Rationnel
Rational
& inhibition
LimbicIntuitif
Cerveau
=> Emotionnel
Cerveau Primitif Emotion Semantic informations are
Reptilian
=> Décisionnel s linked by synaps network
Decisio
ns
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Brain Impact neuro-tools©
Brain activation during consumption behaviors
Fmri scan, EEG.
Implicit Memory priming test
Brandind and messages (pre)test - Neural Mapping (IBC)
Positionning , messages, ideas, brands,… semantic mapping
Implicit Perceptive Test (IPI)
Advertising perceptive impact pre-test
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Fmri , EEG
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Functional Magnetic Resonance Imagery (fMRI)
Principle
Participants are exposed to Ads, packs, product blind test, messages, story
board, movie,… (any visual and/or auditive or gustative inputs…).
The all brain is scan (slide by slide), the more the neurones are active the
more oxygen and blood is needed (blood oxygen level is measured)
Wich area is lighted (comparison with and other ad or product,…)
?
?
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Ralph Lauren (Branded vs non Branded
clothes)
-The Logo Activates Brodmann n°10 ?
area
Involve in Positive Social Perception
- Branded clothes are more choosen
(but unconciously)
- Is that coherent with the brand
positioning ?
- Differenciate from competitors
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Neural Mapping – Priming test
Optimize your communication
• Measure conscious and unconscious semantic memory
associations with messages (personnality, ideas …)
Maximize the impact of the tested message
by defining wich arguments are more powerfull in
provoking decision (neural mapping + reptilian reactivity)
contrast The deepest into the unconscious the arguments are , the
storyness
more efficient they are!
v isual
Find arguments compatible with the decision brain
tangibility
(reptilian brain)
em pathetic
em otion
activate the buying decision
©Reptilian Reactivity
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Implicit Priming tests: based on Human Memory Systems
Episodic Memory
conscious
unconscious
Implicit Semantic Memory
Test
Working Procedural
Memory Memory
Perceptual Memory
IPI – Priming Test
All IIIremembertotheat the sublimnal
remember did phone number
what i isee (also phone sea My
When what the last summer
know howtoabout the number
think
I know how a i «cycle buti i water »,
couldn’t
brain activatesfewbluebut « couldn’t
cycle
few second
aholydays »,
orexplain itattention)
without second
explainfishtoanyone
anyone
it yellow page
to»…here
from « a yellow
leavethe
from the trace page
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How to
Priming Test in a few words
W
? ha
Flour ???
Snow t
Wdo
What does a Pagedrink ?
cow haes
t’ s a
c
th o
ew
codr
lo in
ro k
f …
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How to
Snow
Page
Flour cow
drinks
white
Priming strenght:
Milk
Water !
White sand
Under-wears …LAIT
Force de l’association
++ + ± - --
Replace « White » by « Your message » and measure what is activated!
Replace « White » by « Your message » and measure what is activated!
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How to
• Implicit Associations Priming Test
– What we’ve been exposed consciously or unconsciously leaves
a trace in our implicit memory. Those traces are linked within
a semantic network
– Priming test aims to measure the facilitation to retrieve those
traces,
• If the retrieval is faster or easier, there is « priming »
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How to
e
ss ag
Me
Activated? Response time to decide it’s a word?
Health
Key message 1
« vacination starts
from childhood » security
100 msec flash
On Computer safe
with synchrone
screen and …
response box
device
Response time to decide it’s a word?
« Health » : target group – 512 msec
« Health » : control group – 615 msec
If this difference is statisticly significative then
the Key message activate the concept « Health »
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Example
• Implicit Implicit Associations Priming for Evian water
(comparison with Coca)
– Which conscious and unconscious
associations are made with this brand,
compare to other brand (messages, ideas)
– Test the perception of the brand
and message positionning
• Compare with other brands or
messages, differenciate your message
– Optimize Brand and messages
• Find impacting and differenciating arguments
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Example
s y
ep og
st ol
4 h od
et What is activated (by Evian & Coca)
M
and to what extend these
associations are strong?
1° Priming
Strength
What extend these
assocations are unconscious ?
2° Consciousness
How are they linked
3° Neural to each other ?
Mapping
4° Message positionning
4° Message positionning
optimisation
optimisation
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Example
• Implicit Associations Priming Test for Water Brand*
Priming Power Depth
Conscious Unconscious Strength of the Implicit
association to the brand
High
effort 100,00%
smoothness 99,99%
maternity 99,97%
welness 99,69% Consciousness of the
price 99,56% association
refreshing 99,20%
balance 99,02%
health 98,47%
baby 98,65%
flirt 98,44%
transparency 98,23%
pink 98,09%
nature 98,00%
Moderate
holy days 97,80%
nitrate 97,14%
glac ier 96,82%
life 95,74%
Conscious – Unconscious
*illustration, for the whole results please contact us
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Example
• Implicit Associations Priming Test for Water Brand*
seduction
flirt
Health
Neural Mapping beauty thinness
How it’s linked life diet
effort Alimentary Crisis
glacier holydays
in the brain waterenvironnement
mountain source
maternity snow
nature altermondialism
baby volcan
transparency feminity
Ice cube
rose
smoothness
Conscious – Unconscious
Hugs
Message to promote buying decision :
« Flirt, seduction, maternity, smoothness, hugs »
Health or beauty is not much diffrenciating
*illustration, for the whole results please contact us
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Coca-Cola – Neural Mapping
• Brand Universe
sucre
eau
unique acide
OGM
whisky diversité
cocaïne parent
light enfance
énergie
excitant
altermondialisme frites
Macdonald’s amusement
nature hamburger plaisir
maternité chimique
secret U.S.A alcool
commercial effort
danger malbouffe
mensonge
confidentiel
Document confidentiel à ne pas diffuser - Brain Impact |20

I mplicit P erceptive I mpact ! – pré-tests pub.
pré
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Implicit Perceptive Impact-IPI
Perceptive Impact (probability to be memorised into the
unconscious perceptive memory )
Reptilian reactivity
Story board or ad able to trigger the reptilian Brain ?
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IPI – gross perceptives results
60%
80%
80%
95%
80%
0%
10% 0%
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Global Implicit Impact
15%
0% 20% 40% 60% 80% 100%
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IPI – gross perceptives results
Le message “boucle ta ceinture… » a un impact faible
Le visage comme élément central a un impact moyen
Le logo IBSR et “jesuispour” ont un impact perceptif très
faible
L’élément les plus impactant est le pull !
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Dynamic IPI Profile
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Reptilian Reactivity
*
* *
*
* Estimé sur base d’interviews
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IPI
Impact Perceptif Inconscient 0%
baby 35% 15%
Description : 23%
Web Adress 22%
Brand Name 15% 6% 35%
Teady bear 6%
Logo
0.001%
(without brand name)
name)
23%
22%
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Timing & Budget
• Timing:
Set up : 2 weeks
Data collecting : 3 weeks
Analysis and recomendations : 3 weeks
• Pricing*:
Neural Mapping IBC (30 p. by target) for 30p. : 15.000
IPI & Reptilian Reactivity (30 p. by target) for 30p. 12.000
fMRI (10p. By target): 10.000
* sample, price may variate depending on question complexity
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Scientific Ref.
Human Memory Systems & Priming
- Rosenbaum R., Stuss D. & Tulving E. (2007), Theory of mind is independent of
episodic memory, Science, 318, 1257.
- Dehaene S., Naccache, L., et col.(1998), Imaging unconscious semantic priming,
Nature, 395, 597-600.
- Eustache F. & Desgranges B. (2008), Mnesis toward the integration of current
multisystem model, neuropsychological rev.,18(1), 53-69.
- Dehaene S., Naccahe, L., et col (2001), Cerebral mechanisms of word masking and
unconscious repetition priming, Nature Neuroscience, 4, 752-758.
Unconscious Decisions processes & marketing
- Braun-Latour, Kathryn A., & Gerald Zaltman (2006), Memory Change: An Intimate
Measure of Persuasion, Journal of Advertising Research , 57-72.
- Mast, Fred W., & Gerald Zaltman (2005), A Behavioral Window on the Mind of the
Market: An Application of the Response Time Paradigm, Brain Research Bulletin 67,
no. 5 , 422-427.
- Rey A, Goldstein R. & Perruchet P. (2009),Does unconscious thought improve complex
decision making?, Psychological Research,73, 372-379.
- Felix Acker (2008), New findings on unconscious versus conscious thought in decision
making: additional empirical data and meta-analysis, Judgment and Decision Making,
vol. 3, no. 4, 292-303.
- Petre A. (2005), Mémorisation non consciente des publicités : apport d'une mesure
implicite dans une application au netvertising, revue française de marketing,201,23-
48.
Neuromarketing
- McLure et col.(2004), Neural correlates of behavioral preferences for culturally
familliar drinks, Neuron, vol. 44.
- Oullier, O., Kirman, A.P. & Kelso, J.A.S.(2009 - à paraître), The coordination dynamics
of economic decision making: A multi-level approach to social |30

Prof. Arnaud Pêtre - strat planing
Dr. Laurent Hermoye – IRMf analyst
Yannick Radermacher – Jr. analyst
Brain Impact - Neuromarketing
Neuromarketing & Marketing Research
info@brainimpact.eu
19, av. des volontaires – 1160 Bruxelles
+ 32 (0)496 78 15 41
www.brainimpact.eu/fr
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