Optimizing Online Content - With the Brain in Mind
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Optimizing Online Content - With the Brain in Mind

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Traditional methods for understanding online customers only understand their conscious minds. ...

Traditional methods for understanding online customers only understand their conscious minds.

Discover how to use neuroscience to assess and affect the unconscious drivers of choice in an online environment, such as attention, emotional response, motivation and cognitive load.

Neuroscience can help you create better tests and control variations by revealing what automatically attracts visitor attention; what motivates clicks versus abandons; and, when your pages contain too much information.

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Optimizing Online Content - With the Brain in Mind Optimizing Online Content - With the Brain in Mind Presentation Transcript

  • 1 Optimizing online content With the brain in mind. #TLE2014The Live Event - London@KarstenLund
  • 2 #TLE2014The Live Event - London@KarstenLund
  • 3 THE BRAIN #TLE2014The Live Event - London@KarstenLund
  • 100 BILLION NEURONS 4 #TLE2014The Live Event - London@KarstenLund
  • MORE POSSIBLE CONNECTIONS THAN THERE ARE ATOMS IN THE UNIVERSE 5 #TLE2014The Live Event - London@KarstenLund
  • FROM EARLY INFANCY THE BRAIN IS A BATTLEGROUND 6 #TLE2014The Live Event - London@KarstenLund
  • THE TEENAGE BRAIN IS VICTIM OF SHEAR MASS MURDER 7 #TLE2014The Live Event - London@KarstenLund
  • WHAT YOU ARE “EXPERIENCING” NOW IS UP TO 15 SECONDS AGO 8 #TLE2014The Live Event - London@KarstenLund
  • 9 THE BRAIN #TLE2014The Live Event - London@KarstenLund
  • 10 10 #TLE2014The Live Event - London@KarstenLund The brain is an evolutionary masterpiece – a biological prediction engine.
  • 11 11 #TLE2014The Live Event - London@KarstenLund The brain is an evolutionary masterpiece – a biological prediction engine. … But far from perfect
  • #TLE2014The Live Event - London@KarstenLund 12
  • #TLE2014The Live Event - London@KarstenLund 13
  • #TLE2014The Live Event - London@KarstenLund 14
  • #TLE2014The Live Event - London@KarstenLund 15
  • The brain can instantly recognize otherwise hidden patterns 16 #TLE2014The Live Event - London@KarstenLund
  • … recognize faces that are not there 17 #TLE2014The Live Event - London@KarstenLund
  • 18 #TLE2014The Live Event - London@KarstenLund And yet…
  • And yet… you most likely missed the giant Godzilla 19 #TLE2014The Live Event - London@KarstenLund
  • 20 20 #TLE2014The Live Event - London@KarstenLund
  • 21 21 #TLE2014The Live Event - London@KarstenLund
  • 22 22 #TLE2014The Live Event - London@KarstenLund
  • 23 23 #TLE2014The Live Event - London@KarstenLund
  • 24 24 #TLE2014The Live Event - London@KarstenLund
  • 25 25 #TLE2014The Live Event - London@KarstenLund
  • #TLE2014The Live Event - London@KarstenLund 26
  • 27 #TLE2014The Live Event - London@KarstenLund
  • 28 #TLE2014The Live Event - London@KarstenLund
  • 29 #TLE2014The Live Event - London@KarstenLund
  • 30 #TLE2014The Live Event - London@KarstenLund
  • 31 #TLE2014The Live Event - London@KarstenLund “Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.” Martin Lindstrøm
  • 32 #TLE2014The Live Event - London@KarstenLund “Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.” Martin Lindstrøm
  • 33 #TLE2014The Live Event - London@KarstenLund “Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.” Martin Lindstrøm Russ Poldrack http://zite.to/q3Jbz8 “Insular cortex may well be associated with feelings of love and compassion, but this hardly proves that we are in love with our iPhones.  In Tal Yarkoni’s recent paper in Nature Methods, we found that the anterior insula was one of the most highly activated part of the brain, showing activation in nearly 1/3 of all imaging studies!  So far as I can tell, this particular reverse inference was simply fabricated from whole cloth.  I would have hoped that the NY Times would have learned its lesson from the last episode.”
  • 34 #TLE2014The Live Event - London@KarstenLund ““The warning signs on cigarette packages can actually make smokers urge more for a cigarette!!!”” Martin Lindstrøm Nucleus Accumbens
  • 35 #TLE2014The Live Event - London@KarstenLund ““The warning signs on cigarette packages can actually make smokers urge more for a cigarette!!!”” Martin Lindstrøm Nucleus Accumbens
  • 36 Attention using Eyetracking 36 #TLE2014The Live Event - London@KarstenLund
  • 37 37 #TLE2014The Live Event - London@KarstenLund “The Unexpected Visitor”
  • 38 38 #TLE2014The Live Event - London@KarstenLund … examine the painting freely
  • 39 39 #TLE2014The Live Event - London@KarstenLund … estimate the material circumstances of the family
  • 40 40 #TLE2014The Live Event - London@KarstenLund … assess the ages of the characters
  • 41 41 #TLE2014The Live Event - London@KarstenLund … determine the activities of the family prior to the visitor’s arrival
  • 42 42 #TLE2014The Live Event - London@KarstenLund … surmise how long the “unexpected visitor” had been away
  • 43 Attention 43 #TLE2014The Live Event - London@KarstenLund
  • 44 There is Bottom Up 44 #TLE2014The Live Event - London@KarstenLund
  • 45 There is Bottom Up 45 #TLE2014The Live Event - London@KarstenLund Bottom-up driven attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as moving stimuli, and stimuli of high local luminance contrast
  • 46 There is Bottom Up 46 #TLE2014The Live Event - London@KarstenLund Or.. The stuff we bump into
  • 47 It’s Effortless 47 #TLE2014The Live Event - London@KarstenLund
  • 48 It’s Unconscious 48 #TLE2014The Live Event - London@KarstenLund
  • 49 It’s Always On 49 #TLE2014The Live Event - London@KarstenLund
  • 50 There is Top Down 50 #TLE2014The Live Event - London@KarstenLund Top-down attention mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’. The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape
  • 51 There is Top Down 51 #TLE2014The Live Event - London@KarstenLund Or… The stuff we look for
  • 52 52 #TLE2014The Live Event - London@KarstenLund It’s effortfull
  • 53 53 #TLE2014The Live Event - London@KarstenLund It’s conscious
  • 54 54 #TLE2014The Live Event - London@KarstenLund It’s not always on
  • 55 55 #TLE2014The Live Event - London@KarstenLund It’s Either Or 80 20
  • 56 56 #TLE2014The Live Event - London@KarstenLund To be fair… there is also Neither
  • 57 57 #TLE2014The Live Event - London@KarstenLund To be fair… there is also Neither Facial recognition, reading, symmetry etc. considered as neither top down nor bottom up.
  • 58 58 #TLE2014The Live Event - London@KarstenLund Example… Where is Waldo
  • 59 59 #TLE2014The Live Event - London@KarstenLund
  • 60 60 #TLE2014The Live Event - London@KarstenLund
  • 61 61 #TLE2014The Live Event - London@KarstenLund
  • 62 62 #TLE2014The Live Event - London@KarstenLund
  • 63 63 #TLE2014The Live Event - London@KarstenLund Example… “The unexpected visitor”
  • 64 64 #TLE2014The Live Event - London@KarstenLund
  • 65 65 #TLE2014The Live Event - London@KarstenLund
  • 66 66 #TLE2014The Live Event - London@KarstenLund
  • 67 67 #TLE2014The Live Event - London@KarstenLund
  • 68 68 #TLE2014The Live Event - London@KarstenLund
  • 69 #TLE2014The Live Event - London@KarstenLund The Slider – What to do?
  • 70 #TLE2014The Live Event - London@KarstenLund
  • 71 #TLE2014The Live Event - London@KarstenLund UNLESS – You do it right…
  • 72 #TLE2014The Live Event - London@KarstenLund
  • 73 PROSPECTIVE MEMORY
  • 74 74 #TLE2014The Live Event - London@KarstenLund When you think about the future You experience it like a memory you already have had
  • 75 75 #TLE2014The Live Event - London@KarstenLund When optimizing content You need to know what people are likely to pay attention to
  • NEUROVISION
  • NEUROVISION Bottom Up
  • NEUROVISION Bottom Up
  • 79 Predicting how popular a video will be (84%) #TLE2014The Live Event - London@KarstenLund
  • 80 Ganni.com #TLE2014The Live Event - London@KarstenLund
  • 81 Ganni.com #TLE2014The Live Event - London@KarstenLund
  • 82 Ganni.com #TLE2014The Live Event - London@KarstenLund
  • 83 Ganni.com #TLE2014The Live Event - London@KarstenLund
  • 84 Ganni.com #TLE2014The Live Event - London@KarstenLund
  • 85 Ganni.com #TLE2014The Live Event - London@KarstenLund
  • 86 86 #TLE2014The Live Event - London@KarstenLund Create Better Tests & Hypothesis Knowing what implications a (change of) design has
  • 87 #TLE2014The Live Event - London@KarstenLund Now that was attention… What about emotion?
  • 88 88 #TLE2014The Live Event - London@KarstenLund •  ATTENTION – what are consumers noticing and missing? •  AROUSAL – what engages consumers? •  MOTIVATION – what gains consumer interest, what generates desire? •  COGNITIVE LOAD – information overload? The Metrics…
  • 89 #TLE2014The Live Event - London@KarstenLund
  • 90 #TLE2014The Live Event - London@KarstenLund
  • 91 91 #TLE2014The Live Event - London@KarstenLund In-Store Emotion & Attention Test … To see if exposure of an ad has any affect on choice
  • 92 92 #TLE2014The Live Event - London@KarstenLund Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3
  • 93 93 #TLE2014The Live Event - London@KarstenLund Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 CONTROL GROUP! TEST GROUP!
  • 94 94 #TLE2014The Live Event - London@KarstenLund Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 PRODUCT FIXATION MOTIVATION SCORE
  • 95 95 #TLE2014The Live Event - London@KarstenLund Brain responses predict purchase First second brain responses to products were highly predictive of actual purchase
  • 96 #TLE2014The Live Event - London@KarstenLund THANK YOU FOR YOUR TIME!