SlideShare a Scribd company logo
1 of 44
Download to read offline
Beyond the Voice of the Customer:  Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites,[object Object],June 9, 2010,[object Object], One to One Interactive, 2010. All rights reserved.,[object Object]
Live Tweeting Tags,[object Object],@OnetoOneHealth,[object Object],@OTOinsights,[object Object],@banderlin,[object Object],#miniUPA,[object Object],#neuromarketing,[object Object],#ePharma,[object Object],#eHealth,[object Object]
Agenda,[object Object]
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
fMRI,[object Object]
EEG,[object Object]
Bio-Feedback,[object Object]
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
Quantemo Engagement Index(QEI)combines data from traditional user research, information processing models, and socio-cultural models to correlate people’s felt experience of their emotions when interacting with media stimuli with their behavioral/physiological responses.,[object Object],Quantemo™ Engagement Index (QEI),[object Object],Σ = Quantemo Behavioral Index   + Quantemo Neurological Index   + Emotional Tagging,[object Object]
Neuromarketing Insights into Branded Allergy Medication Website Design
Neuromarketing Insights into Branded Allergy Medication Website Design
Overview of Study,[object Object],In this study, we compared participants’ levels of engagement with 8 static web pages from branded allergy medication web sites – both OTC and prescription brands,[object Object],[object Object]
 After all stimuli were shown, participants fill out emotional and rating surveys
 Qualitative interview conducted
 Participants  were male and female, ages 25-55, current allergy suffers,[object Object]
Overall Engagement,[object Object],[object Object]
Pleasing colors
OTC Status
Outdoor activity
Page is mostly ISI
Single, lengthy navigation
Single type of Call to Action,[object Object]
Insight:  The Elements of High & Low Engagement,[object Object],High Engagement,[object Object],Low Engagement,[object Object],[object Object]
People + Product Images
ISI Toward Bottom
Less Text
Social Content
Prominent Indication
Prominent Messaging Areas
Simple Navigation Choices
Rx status
Product Images Only
ISI Centrally Located
More Text
Patient Stories
Indication Not Prominent
Compact Messaging Areas

More Related Content

Viewers also liked

Neuromarketing presentation
Neuromarketing presentationNeuromarketing presentation
Neuromarketing presentationAndres Rozo
 
Neuromarketing | Neurowebdesign | BTO 2016
Neuromarketing | Neurowebdesign | BTO 2016Neuromarketing | Neurowebdesign | BTO 2016
Neuromarketing | Neurowebdesign | BTO 2016BTO Educational
 
Believe Me or Your Own Eyes: Eye Tracking Entertainment
Believe Me or Your Own Eyes:  Eye Tracking EntertainmentBelieve Me or Your Own Eyes:  Eye Tracking Entertainment
Believe Me or Your Own Eyes: Eye Tracking Entertainmentkeylimeinteractive
 
Neuromarketing and consumer free will
Neuromarketing and consumer free willNeuromarketing and consumer free will
Neuromarketing and consumer free willDimitris Timotheatos
 
Character Analysis
Character AnalysisCharacter Analysis
Character AnalysisBerk SARICA
 
Neuro Marketing - The right brain & brand.
Neuro Marketing - The right brain & brand. Neuro Marketing - The right brain & brand.
Neuro Marketing - The right brain & brand. wolfgang
 
NEUROMARKETING - Dissertation (Spanish complete version)
NEUROMARKETING - Dissertation (Spanish complete version)NEUROMARKETING - Dissertation (Spanish complete version)
NEUROMARKETING - Dissertation (Spanish complete version)Valentin Oliver
 
Neuromarketing overview and business cases
Neuromarketing overview and business casesNeuromarketing overview and business cases
Neuromarketing overview and business casesPatrick Renvoise
 
Neuromarketing: Journey The emotional gold mine
Neuromarketing: Journey The emotional gold mineNeuromarketing: Journey The emotional gold mine
Neuromarketing: Journey The emotional gold mineb-to-one
 
Neuromarketing
NeuromarketingNeuromarketing
NeuromarketingNachodom
 
The Decision Making Process - Neuromarketing Overview
The Decision Making Process - Neuromarketing Overview The Decision Making Process - Neuromarketing Overview
The Decision Making Process - Neuromarketing Overview True Impact
 
Neuromarketing 101 - A Primer
Neuromarketing 101 - A PrimerNeuromarketing 101 - A Primer
Neuromarketing 101 - A PrimerLuna Web
 
Neuromarketing
NeuromarketingNeuromarketing
Neuromarketingtanika
 
Neuromarketing
NeuromarketingNeuromarketing
NeuromarketingMileSwagBs
 
Neuromarketing Examples - Neuromarketing Overview
Neuromarketing Examples - Neuromarketing Overview Neuromarketing Examples - Neuromarketing Overview
Neuromarketing Examples - Neuromarketing Overview True Impact
 

Viewers also liked (19)

Neuromarketing presentation
Neuromarketing presentationNeuromarketing presentation
Neuromarketing presentation
 
Neuromarketing | Neurowebdesign | BTO 2016
Neuromarketing | Neurowebdesign | BTO 2016Neuromarketing | Neurowebdesign | BTO 2016
Neuromarketing | Neurowebdesign | BTO 2016
 
Believe Me or Your Own Eyes: Eye Tracking Entertainment
Believe Me or Your Own Eyes:  Eye Tracking EntertainmentBelieve Me or Your Own Eyes:  Eye Tracking Entertainment
Believe Me or Your Own Eyes: Eye Tracking Entertainment
 
Neuromarketing and consumer free will
Neuromarketing and consumer free willNeuromarketing and consumer free will
Neuromarketing and consumer free will
 
Character Analysis
Character AnalysisCharacter Analysis
Character Analysis
 
Neuro Marketing - The right brain & brand.
Neuro Marketing - The right brain & brand. Neuro Marketing - The right brain & brand.
Neuro Marketing - The right brain & brand.
 
NEUROMARKETING - Dissertation (Spanish complete version)
NEUROMARKETING - Dissertation (Spanish complete version)NEUROMARKETING - Dissertation (Spanish complete version)
NEUROMARKETING - Dissertation (Spanish complete version)
 
Neuromarketing overview and business cases
Neuromarketing overview and business casesNeuromarketing overview and business cases
Neuromarketing overview and business cases
 
Neuromarketing: Journey The emotional gold mine
Neuromarketing: Journey The emotional gold mineNeuromarketing: Journey The emotional gold mine
Neuromarketing: Journey The emotional gold mine
 
NeuroMarketing
NeuroMarketingNeuroMarketing
NeuroMarketing
 
Neuromarketing
NeuromarketingNeuromarketing
Neuromarketing
 
The Decision Making Process - Neuromarketing Overview
The Decision Making Process - Neuromarketing Overview The Decision Making Process - Neuromarketing Overview
The Decision Making Process - Neuromarketing Overview
 
Neuromarketing 101 - A Primer
Neuromarketing 101 - A PrimerNeuromarketing 101 - A Primer
Neuromarketing 101 - A Primer
 
Neuromarketing
NeuromarketingNeuromarketing
Neuromarketing
 
Neuro marketing
Neuro marketing Neuro marketing
Neuro marketing
 
Neuromarketing
NeuromarketingNeuromarketing
Neuromarketing
 
Neuromarketing Examples - Neuromarketing Overview
Neuromarketing Examples - Neuromarketing Overview Neuromarketing Examples - Neuromarketing Overview
Neuromarketing Examples - Neuromarketing Overview
 
Neuro Marketing
Neuro Marketing Neuro Marketing
Neuro Marketing
 
Presentation Neuro marketing
Presentation Neuro marketingPresentation Neuro marketing
Presentation Neuro marketing
 

Similar to Neuromarketing Insights into Branded Allergy Medication Website Design

High School Government And Politics Class
High School Government And Politics ClassHigh School Government And Politics Class
High School Government And Politics ClassAlyssa Schulte
 
Herbal Supplements And Its Effects On Health Conditions
Herbal Supplements And Its Effects On Health ConditionsHerbal Supplements And Its Effects On Health Conditions
Herbal Supplements And Its Effects On Health ConditionsAshley Jones
 
Football Themed Activities, Crossword Puzzle And Writ
Football Themed Activities, Crossword Puzzle And WritFootball Themed Activities, Crossword Puzzle And Writ
Football Themed Activities, Crossword Puzzle And WritAndrew Molina
 
Spotlight On... Patient Insights
Spotlight On... Patient InsightsSpotlight On... Patient Insights
Spotlight On... Patient InsightsCOUCH Health
 
MedicalResearch.com: Medical Research Exclusive Interviews January 15 2014
MedicalResearch.com:  Medical Research Exclusive Interviews January 15  2014MedicalResearch.com:  Medical Research Exclusive Interviews January 15  2014
MedicalResearch.com: Medical Research Exclusive Interviews January 15 2014Marie Benz MD FAAD
 
OCHWW@SXSW Trends and Takeaways
OCHWW@SXSW Trends and TakeawaysOCHWW@SXSW Trends and Takeaways
OCHWW@SXSW Trends and TakeawaysOgilvy Health
 
Wego Health FDA Post Presentation Data Ppt
Wego Health FDA Post Presentation Data PptWego Health FDA Post Presentation Data Ppt
Wego Health FDA Post Presentation Data Pptguest4c357f
 
WEGO Health FDA Post-Presentation Data
WEGO Health FDA Post-Presentation DataWEGO Health FDA Post-Presentation Data
WEGO Health FDA Post-Presentation DataWEGO Health
 
Redefining health in an age of uncertainty rose
Redefining health in an age of uncertainty   roseRedefining health in an age of uncertainty   rose
Redefining health in an age of uncertainty roseConsumerMed
 
Blank Paper To Type On File Paper Blank Documen
Blank Paper To Type On  File Paper Blank DocumenBlank Paper To Type On  File Paper Blank Documen
Blank Paper To Type On File Paper Blank DocumenMelissa Ward
 
The Problem Of Heroin Usage
The Problem Of Heroin UsageThe Problem Of Heroin Usage
The Problem Of Heroin UsageTamika Brown
 
Introduction. It Is Almost Impossible To Go Through A Day
Introduction. It Is Almost Impossible To Go Through A DayIntroduction. It Is Almost Impossible To Go Through A Day
Introduction. It Is Almost Impossible To Go Through A DayWendy Boyd
 
Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...
Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...
Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...Gunther Eysenbach
 
An "Internet Pornography Addict" Walks Into A Clinic...
An "Internet Pornography Addict" Walks Into A Clinic...An "Internet Pornography Addict" Walks Into A Clinic...
An "Internet Pornography Addict" Walks Into A Clinic...Robert Beshara
 
Edelman Health Engagement Barometer
Edelman Health Engagement BarometerEdelman Health Engagement Barometer
Edelman Health Engagement Barometeredelmanmarketing
 
WEGO Health FDA Social Media Presentation, Questions 1-3
WEGO Health FDA Social Media Presentation, Questions 1-3WEGO Health FDA Social Media Presentation, Questions 1-3
WEGO Health FDA Social Media Presentation, Questions 1-3WEGO Health
 
Medicine Compliance final report
Medicine Compliance final reportMedicine Compliance final report
Medicine Compliance final reportVanessa Li
 

Similar to Neuromarketing Insights into Branded Allergy Medication Website Design (20)

Audience theories
Audience theoriesAudience theories
Audience theories
 
High School Government And Politics Class
High School Government And Politics ClassHigh School Government And Politics Class
High School Government And Politics Class
 
Herbal Supplements And Its Effects On Health Conditions
Herbal Supplements And Its Effects On Health ConditionsHerbal Supplements And Its Effects On Health Conditions
Herbal Supplements And Its Effects On Health Conditions
 
Football Themed Activities, Crossword Puzzle And Writ
Football Themed Activities, Crossword Puzzle And WritFootball Themed Activities, Crossword Puzzle And Writ
Football Themed Activities, Crossword Puzzle And Writ
 
Spotlight On... Patient Insights
Spotlight On... Patient InsightsSpotlight On... Patient Insights
Spotlight On... Patient Insights
 
MedicalResearch.com: Medical Research Exclusive Interviews January 15 2014
MedicalResearch.com:  Medical Research Exclusive Interviews January 15  2014MedicalResearch.com:  Medical Research Exclusive Interviews January 15  2014
MedicalResearch.com: Medical Research Exclusive Interviews January 15 2014
 
The role of big data in medicine
The role of big data in medicineThe role of big data in medicine
The role of big data in medicine
 
OCHWW@SXSW Trends and Takeaways
OCHWW@SXSW Trends and TakeawaysOCHWW@SXSW Trends and Takeaways
OCHWW@SXSW Trends and Takeaways
 
Wego Health FDA Post Presentation Data Ppt
Wego Health FDA Post Presentation Data PptWego Health FDA Post Presentation Data Ppt
Wego Health FDA Post Presentation Data Ppt
 
WEGO Health FDA Post-Presentation Data
WEGO Health FDA Post-Presentation DataWEGO Health FDA Post-Presentation Data
WEGO Health FDA Post-Presentation Data
 
Redefining health in an age of uncertainty rose
Redefining health in an age of uncertainty   roseRedefining health in an age of uncertainty   rose
Redefining health in an age of uncertainty rose
 
Blank Paper To Type On File Paper Blank Documen
Blank Paper To Type On  File Paper Blank DocumenBlank Paper To Type On  File Paper Blank Documen
Blank Paper To Type On File Paper Blank Documen
 
The Problem Of Heroin Usage
The Problem Of Heroin UsageThe Problem Of Heroin Usage
The Problem Of Heroin Usage
 
Introduction. It Is Almost Impossible To Go Through A Day
Introduction. It Is Almost Impossible To Go Through A DayIntroduction. It Is Almost Impossible To Go Through A Day
Introduction. It Is Almost Impossible To Go Through A Day
 
Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...
Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...
Social Uses of Personal Health Information Within PatientsLikeMe (4 Aud 1000 ...
 
The Rise of the e-Patient
The Rise of the e-PatientThe Rise of the e-Patient
The Rise of the e-Patient
 
An "Internet Pornography Addict" Walks Into A Clinic...
An "Internet Pornography Addict" Walks Into A Clinic...An "Internet Pornography Addict" Walks Into A Clinic...
An "Internet Pornography Addict" Walks Into A Clinic...
 
Edelman Health Engagement Barometer
Edelman Health Engagement BarometerEdelman Health Engagement Barometer
Edelman Health Engagement Barometer
 
WEGO Health FDA Social Media Presentation, Questions 1-3
WEGO Health FDA Social Media Presentation, Questions 1-3WEGO Health FDA Social Media Presentation, Questions 1-3
WEGO Health FDA Social Media Presentation, Questions 1-3
 
Medicine Compliance final report
Medicine Compliance final reportMedicine Compliance final report
Medicine Compliance final report
 

More from One to One

Mobile Mantras: Experience Design Best Practices for Mobile Development
Mobile Mantras: Experience Design Best Practices for Mobile DevelopmentMobile Mantras: Experience Design Best Practices for Mobile Development
Mobile Mantras: Experience Design Best Practices for Mobile DevelopmentOne to One
 
Engaging the Social Customer
Engaging the Social CustomerEngaging the Social Customer
Engaging the Social CustomerOne to One
 
One to One ‘Best Practices for E-Newsletters
One to One ‘Best Practices for E-NewslettersOne to One ‘Best Practices for E-Newsletters
One to One ‘Best Practices for E-NewslettersOne to One
 
One to One Insights Online Banking Experience Presentation 11.18.2010
One to One Insights Online Banking Experience Presentation 11.18.2010One to One Insights Online Banking Experience Presentation 11.18.2010
One to One Insights Online Banking Experience Presentation 11.18.2010One to One
 
One to One Health: A Guided Tour of the Digital Health Information Ecosystem
One to One Health: A Guided Tour of the Digital Health Information EcosystemOne to One Health: A Guided Tour of the Digital Health Information Ecosystem
One to One Health: A Guided Tour of the Digital Health Information EcosystemOne to One
 
Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011One to One
 
Webinar: Promoting America State by State: Email Expert Review of Fifty State...
Webinar: Promoting America State by State: Email Expert Review of Fifty State...Webinar: Promoting America State by State: Email Expert Review of Fifty State...
Webinar: Promoting America State by State: Email Expert Review of Fifty State...One to One
 
Webinar: Top iPad Magazine Applications: Customer Experience Winners
Webinar: Top iPad Magazine Applications: Customer Experience WinnersWebinar: Top iPad Magazine Applications: Customer Experience Winners
Webinar: Top iPad Magazine Applications: Customer Experience WinnersOne to One
 
New Directions in Communication
New Directions in CommunicationNew Directions in Communication
New Directions in CommunicationOne to One
 
Implications of User Engagement with Search Engine Result Pages - UPA
Implications of User Engagement with Search Engine Result Pages - UPAImplications of User Engagement with Search Engine Result Pages - UPA
Implications of User Engagement with Search Engine Result Pages - UPAOne to One
 
Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010One to One
 
OTOinsights Mobile UX Webinar, April 15 2010
OTOinsights Mobile UX Webinar, April 15 2010OTOinsights Mobile UX Webinar, April 15 2010
OTOinsights Mobile UX Webinar, April 15 2010One to One
 
OTOinsights Travel Webinar, May 13 2010
OTOinsights Travel Webinar, May 13 2010OTOinsights Travel Webinar, May 13 2010
OTOinsights Travel Webinar, May 13 2010One to One
 
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010One to One
 
Implications Of User Engagement
Implications Of User EngagementImplications Of User Engagement
Implications Of User EngagementOne to One
 
Neuromarketing and the User Experience
Neuromarketing and the User ExperienceNeuromarketing and the User Experience
Neuromarketing and the User ExperienceOne to One
 
OTOinsights "An Analysis of Digg.com Engagement and User Behavior"
OTOinsights "An Analysis of Digg.com Engagement and User Behavior"OTOinsights "An Analysis of Digg.com Engagement and User Behavior"
OTOinsights "An Analysis of Digg.com Engagement and User Behavior"One to One
 
OTOinsights "Emotion, Engagement, Internet Video"
OTOinsights "Emotion, Engagement, Internet Video"OTOinsights "Emotion, Engagement, Internet Video"
OTOinsights "Emotion, Engagement, Internet Video"One to One
 
OTOinsights "Serious Games for Marketing"
OTOinsights "Serious Games for Marketing"OTOinsights "Serious Games for Marketing"
OTOinsights "Serious Games for Marketing"One to One
 
Implications of User Engagement with Universal Search Results
Implications of User Engagement with Universal Search ResultsImplications of User Engagement with Universal Search Results
Implications of User Engagement with Universal Search ResultsOne to One
 

More from One to One (20)

Mobile Mantras: Experience Design Best Practices for Mobile Development
Mobile Mantras: Experience Design Best Practices for Mobile DevelopmentMobile Mantras: Experience Design Best Practices for Mobile Development
Mobile Mantras: Experience Design Best Practices for Mobile Development
 
Engaging the Social Customer
Engaging the Social CustomerEngaging the Social Customer
Engaging the Social Customer
 
One to One ‘Best Practices for E-Newsletters
One to One ‘Best Practices for E-NewslettersOne to One ‘Best Practices for E-Newsletters
One to One ‘Best Practices for E-Newsletters
 
One to One Insights Online Banking Experience Presentation 11.18.2010
One to One Insights Online Banking Experience Presentation 11.18.2010One to One Insights Online Banking Experience Presentation 11.18.2010
One to One Insights Online Banking Experience Presentation 11.18.2010
 
One to One Health: A Guided Tour of the Digital Health Information Ecosystem
One to One Health: A Guided Tour of the Digital Health Information EcosystemOne to One Health: A Guided Tour of the Digital Health Information Ecosystem
One to One Health: A Guided Tour of the Digital Health Information Ecosystem
 
Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011
 
Webinar: Promoting America State by State: Email Expert Review of Fifty State...
Webinar: Promoting America State by State: Email Expert Review of Fifty State...Webinar: Promoting America State by State: Email Expert Review of Fifty State...
Webinar: Promoting America State by State: Email Expert Review of Fifty State...
 
Webinar: Top iPad Magazine Applications: Customer Experience Winners
Webinar: Top iPad Magazine Applications: Customer Experience WinnersWebinar: Top iPad Magazine Applications: Customer Experience Winners
Webinar: Top iPad Magazine Applications: Customer Experience Winners
 
New Directions in Communication
New Directions in CommunicationNew Directions in Communication
New Directions in Communication
 
Implications of User Engagement with Search Engine Result Pages - UPA
Implications of User Engagement with Search Engine Result Pages - UPAImplications of User Engagement with Search Engine Result Pages - UPA
Implications of User Engagement with Search Engine Result Pages - UPA
 
Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010
 
OTOinsights Mobile UX Webinar, April 15 2010
OTOinsights Mobile UX Webinar, April 15 2010OTOinsights Mobile UX Webinar, April 15 2010
OTOinsights Mobile UX Webinar, April 15 2010
 
OTOinsights Travel Webinar, May 13 2010
OTOinsights Travel Webinar, May 13 2010OTOinsights Travel Webinar, May 13 2010
OTOinsights Travel Webinar, May 13 2010
 
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
 
Implications Of User Engagement
Implications Of User EngagementImplications Of User Engagement
Implications Of User Engagement
 
Neuromarketing and the User Experience
Neuromarketing and the User ExperienceNeuromarketing and the User Experience
Neuromarketing and the User Experience
 
OTOinsights "An Analysis of Digg.com Engagement and User Behavior"
OTOinsights "An Analysis of Digg.com Engagement and User Behavior"OTOinsights "An Analysis of Digg.com Engagement and User Behavior"
OTOinsights "An Analysis of Digg.com Engagement and User Behavior"
 
OTOinsights "Emotion, Engagement, Internet Video"
OTOinsights "Emotion, Engagement, Internet Video"OTOinsights "Emotion, Engagement, Internet Video"
OTOinsights "Emotion, Engagement, Internet Video"
 
OTOinsights "Serious Games for Marketing"
OTOinsights "Serious Games for Marketing"OTOinsights "Serious Games for Marketing"
OTOinsights "Serious Games for Marketing"
 
Implications of User Engagement with Universal Search Results
Implications of User Engagement with Universal Search ResultsImplications of User Engagement with Universal Search Results
Implications of User Engagement with Universal Search Results
 

Recently uploaded

Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loansujat8807
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxPaulBryant58
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdfEni
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...BilalAhmed717
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography inalexademileighpacal
 
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Jake Truemper
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi Tube
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egyptopstechsanjanasingh
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfInsightsSuccess4
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeStephenKim86
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxKrutik Rakade
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024believeminhh
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdfGiuseppe Tommasone
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfmeftaul987
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianCDEEPANVITA
 

Recently uploaded (20)

Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loan
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography in
 
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egypt
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdf
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness Gauge
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptx
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdf
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdf
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya Cherian
 

Neuromarketing Insights into Branded Allergy Medication Website Design

Editor's Notes

  1. Neuromarketing is a new field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Important because design is changing from an industrial “this is what we are able to produce” paradigm to one where were attempt to creating meaning to consumers. Quoting Dr. John Ratey, Professor of Psychiatry at Harvard:“To know ourselves, we must become good self-observers, and it is for this reason, more than any other, that we must learn about the object that drives our logic, imagination, and passion.” Microsoft: EEG data to understand users’ feelings of surprise, satisfaction, & frustration Google: partnered with MediaVest for a biometrics study on the effectiveness of YouTube pre-roll vs. ad overlay. Overlays were more effective Daimler: fMRI to research headlight design with suggest human faces and light up the reward center
  2. One hundred billion neurons in the brain with 1-10,000 synaptic connections. Thus, the number of possible patterns may be up to forty quadrillion Since the brain is so plastic and complex, it is virtually impossible to predict how a given factor will influence it’s state. There is no buy button. But, neuromarketing can help uncover certain patterns to help brands optimize their marketing efforts.
  3. 4 primary processes involved in responding to stimuli: perception, emotion, attention, & behavior Perception: sight, touch, hearing, taste, and smell. Proprioception Hearing, some vision, touch & taste enter through the brain stem and go to the thalamus. From here, they travel to specialized areas of the brain. Emotional signals are processed through the limbic system: memories, learning, & emotion. Signals are emotionally tagged and cause a response: fight or flight from the amyglada If interested: apply active attention & start up the corresponding behaviors Bottom-up processing = passive attention; top-down processing = active attention (goal driven) This is important for choosing the creative channel used to engage customers
  4. JAR study (Dec 2009) challenges the notion that emotive advertising creative increases attention. They found a 20% decrease in attention from emotive ads. These findings support the resource-matching theory: users will expend only the minimum amount of resources to process a stimulus. Emotive content requires little cognitive processing, so there is less attention Traditional market research relies on users cognition, but this only gets at a miniscule part of the decision process. 90% of buying decisions are made unconsciously, so there is an inherent cognitive bias in traditional research.
  5. Functional MRI measures brain activity associated with perception, cognition, and behavior. Brain activity manifests itself via the firing of neurons – oxygenated blood flows to these areas of the brain, changing the magnetic properties of the area.Neurosense in London uses this, among others. When subjects viewed a Louis Vuitton and Gucci product, two areas light up: pleasure and conflictStandford/CalTech study: expensive wine lights up areas of for pleasure UCLA Superbowl ad study: GM robot committing suicide showed anxiety Brand passion lights up the same areas as religion
  6. EEG reads electrical activity at the scalp produced by the firing of brain neurons Detected in milliseconds (not minutes, as with fMRI) EMG artifacts allow for facial recognition Nielsen’s Neurofocus & Emsense
  7. Heart rate, breathing rate, skin temperature, GSRInnerscope & the Campbells Soup study (NYT) Good stress vs. bad stress
  8. FPS = behavioral measure of information processing Level of FPS indicates cognitive activity and level of attention
  9. Zyrtec was the only stimulus to have a LT Excitement over 50%
  10. Shown again for additional context
  11. Note the time spent on the navigation
  12. The initial three that we will be talking about in depth
  13. Implications of Insights and Findings within the Allergy CategoryHow this study is applicable to other therapeutic categories within pharma and other aspects of health and health careWe’ve just given you a glimpse into what Quantemo and OTOinsights can do for One to One Health clients…we can custom design a study for your therapeutic or business category and