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The Evolution of Market Research              Thom Noble, Managing Director, Europe
The Neuroscience RevolutionThree trends converging …                         Accelerating                       breakthrou...
The Evolution of Market Researchwhy companies seek insights beyond traditional research methods TRADITIONAL  RESEARCH     ...
Our Team - The Top Minds in Neuroscience   Berkeley, Harvard, MIT, Columbia , Oxford etcERIC R. KANDEL, M. D.            D...
Deep Subconscious Response   to Messaging, Attributes and EmotionsExample      intuitive, stylish, innovative             ...
5 Research focus areas               All marketing must                                    Brand essence is the           ...
Leader in Technology and IP                    INTELLECTUAL PROPERTY                    42 patents, 10 trademarks         ...
EMOTIONAL       MEMORY                 ATTENTION    ENGAGEMENT      RETENTIONEFFECTIVENESS   7 CoreNeuro Metrics          ...
NeuroLab Value Proposition                                            ENHANCED ROI                                        ...
Some Best PracticeExamples
Understand Attention                                                                              BEST                    ...
Leverage EmotionEmotion is a critical driver of purchase intent. Emotional                                      BEST      ...
BESTNo more than four visual clusters                                                           PRACTICESmore than three o...
BEST  The Brain Loves Faces                                                                        PRACTICESWhen designing...
Place Images on the left,                                                                             BEST                ...
Women engage faster with faces                                                                BEST                        ...
Cortical Brain in Women                                                                     The female brain is 9% smaller...
TV AdvertisingDeliverables
Component Effectiveness                                                                                     SAMPLEmen vs. ...
Effectiveness Peaks: Sec by sec                                                                SAMPLE       all scores on ...
What drives effectiveness?                                                                                         2      ...
Deep Subconscious Response                                                                          SAMPLE          Attrib...
Wear-Out v Wear-In Profile                                                                   SAMPLE                       ...
Neurological Compression                                                                             SAMPLE       AD ORIGI...
Optimal Scene Selection                                                                                   SAMPLEby Media C...
Sensory-ExperientialTesting
Neurological Iconic Signature (NIS)Embedding                                             Neurological Iconic Signatures (N...
Parietal (Taste/Touch/Smell)Brain Stimulation                                            Measures the brain areas responsi...
Mirror Neuron System (MNS)Activation                                           The Mirror Neuron System (MNS) is          ...
10 Benefits of NeuroFocus Testing1.Accurately evaluates what consumers THINK/ FEEL (as opposed to what they SAY)2.Takes ou...
THANK YOU!!              Thom Noble              Managing Director, NeuroFocus Europe              London              +44...
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To share- IAA Neuromarketing presentation by Thom Noble @ Neurofocus

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Transcript of "To share- IAA Neuromarketing presentation by Thom Noble @ Neurofocus"

  1. 1. The Evolution of Market Research Thom Noble, Managing Director, Europe
  2. 2. The Neuroscience RevolutionThree trends converging … Accelerating breakthroughs in NEUROSCIENCE Drive to betterIncreasing power of understand COMPUTING consumer TECHNOLOGY EMOTIONS AND THINKING THE NEUROMARKETING REVOLUTION
  3. 3. The Evolution of Market Researchwhy companies seek insights beyond traditional research methods TRADITIONAL RESEARCH NEUROSCIENCE NEW FRAMEWORK THINK / FEEL SAY DO 2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 3
  4. 4. Our Team - The Top Minds in Neuroscience Berkeley, Harvard, MIT, Columbia , Oxford etcERIC R. KANDEL, M. D. DR. ROBERT T. KNIGHT DR. ADAM GAZZALEY DR. ANNA CHRISTINA NOBRE DR. EARL MILLERNOBEL PRIZE LAUREATE PROFESSOR DIRECTOR , NEUROSCIENCE DIRECTOR OF THE BRAIN AND PROFESSORPROFESSOR, COLLEGE OF OF NEUROSCIENCE IMAGING CENTER COGNITION LABORATORY OF NEUROSCIENCEPHYSICIANS AND SURGEONS UC BERKELEY UC SAN FRANCISCO OXFORD MITFOUNDING DIRECTOR OF THECENTER FOR NEUROBIOLOGY ANDBEHAVIORCOLUMBIA UNIVERSITY DR. LEON DEOUELL DR. HANS-JOCHEN HEINZE 
DIRECTOR STEPHEN DR. RAJIV LAL GERALD ZALTMAN
PROFESSOR OF PROFESSOR OF THE LEIBNIZ INSTITUTE OF KOSSLYN
PROFESSOR PROFESSOR BUSINESS ADMINISTRATION OF NEUROSCIENCE NEUROBIOLOGY OF PSYCHOLOGY OF MARKETING EMERITUS
HARVARD BUSINESS HEBREW UNIVERSITY MAGDEBURG, GERMANY HARVARD HARVARD SCHOOL 20101© NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 4
  5. 5. Deep Subconscious Response to Messaging, Attributes and EmotionsExample intuitive, stylish, innovative intuitive, stylish, innovativeBASELINE P300 RESPONSEBRAINWAVE MEASUREMENT EXPOSURE TO THE STIMULI CONFIRMS MESSAGE EFFECTIVENESS 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and 5 Proprietary.
  6. 6. 5 Research focus areas All marketing must Brand essence is the come together at foundation of effective major touch-points marketing ON-LiNE & BRAND IN-STORE ESSENCE EXPERIENCE PRODUCT PROMISE ADVERTISING AND MESSAGING PACKAGING Products must embody the brand across all Messaging must categories express and reinforcethe brand essence and Packaging encapsulates product promise and previews the product’s unique experience 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 6
  7. 7. Leader in Technology and IP INTELLECTUAL PROPERTY 42 patents, 10 trademarks Protocols & Software : Customized protocols and proprietary Analysis Software Tool Suite TECHNOLOGY Wireless headset : New wireless, dry, consumer-friendly headset – productization Ambulatory eye-tracking integrated with shopping and mobile studies 3D Matrix Tool : 3D, realistic, reconfigurable shopping environments
  8. 8. EMOTIONAL MEMORY ATTENTION ENGAGEMENT RETENTIONEFFECTIVENESS 7 CoreNeuro Metrics PERSUASION / NOVELTY / AWARENESS / PURCHASE INTENT STAND-OUT COMPREHENSION
  9. 9. NeuroLab Value Proposition ENHANCED ROI CYCLE -TIME REDUCTION ITERATIVE and HOLISTIC ANALYSIS 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 9
  10. 10. Some Best PracticeExamples
  11. 11. Understand Attention BEST BEST PRACTICES PRACTICESThe brain grants attention to visual elements roughly in thishierarchy: 1 Motion, 2 Novelty, 3 Error, 4 Ambiguity 3 ERROR 1 MOTION 2 NOVELTY 4 AMBIGUITY 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 11
  12. 12. Leverage EmotionEmotion is a critical driver of purchase intent. Emotional BEST PRACTICESengagement is best achieved in large and multimedia formats.The brain likes to have multiple sensory inputs to process thehighly complex and nuanced realm of emotions. 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
  13. 13. BESTNo more than four visual clusters PRACTICESmore than three or four visual clusters will make it harder for thebrain to process the message. 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 13
  14. 14. BEST The Brain Loves Faces PRACTICESWhen designing messages, use human faces when possible. the brain is hard-wired to look at human faces. 14
  15. 15. Place Images on the left, BEST PRACTICESText on the rightImages placed in the left visual field receive primary attention and quick decoding from the visually-orientedright hemisphere. The left hemisphere is better at processing verbal and semantic information, so placing text inthe right visual field will be discovered and decoded quickly by the brain. 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 15
  16. 16. Women engage faster with faces BEST PRACTICESand respond to direct eye contact  Tested poorly 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 16
  17. 17. Cortical Brain in Women The female brain is 9% smaller and sits in a smaller cranium. But it has the same number of brain cells, only packed more tightly Result: women have same “computational power” leading to same I.Q. as men. 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 17
  18. 18. TV AdvertisingDeliverables
  19. 19. Component Effectiveness SAMPLEmen vs. women overall neurological effectiveness 6.8All scores are on a 10 point scale, with +/- 0.2 being significant 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 19
  20. 20. Effectiveness Peaks: Sec by sec SAMPLE all scores on a 10 point scale +/- 0.2 is a significant difference 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 20
  21. 21. What drives effectiveness? 2 SAMPLE component peaksATTENTION KPI attention score 6.1EMOTIONALENGAGEMENT KPI Emotional Engagement score 8.1MEMORYRETENTION KPI Memory Retention score 5.7all scores on a 10 pointscale +/- 0.2 is asignificant difference 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 21
  22. 22. Deep Subconscious Response SAMPLE Attributes #1 #2 #3 LEVEL - 5EXCEPTIONAL LEVEL - 4 Distinctive LEVEL - 3 Cute Cute Distinctive LEVEL - 2 Classy DistinctiveGOOD LEVEL - 1 Cute Classy NO RESPONSE Classy 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 22
  23. 23. Wear-Out v Wear-In Profile SAMPLE Measures NeuroMetrics during repeated exposures to the ad Optimizes Gross Ratings Points (GRP) buys to determine frequency and reachReach v Frequency? 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 23
  24. 24. Neurological Compression SAMPLE AD ORIGINAL ~30 sec COMPRESSED AD~10 secOur algorithms automatically extracted compressed versions of the adbased on neurological optimality. 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 24
  25. 25. Optimal Scene Selection SAMPLEby Media Channel and Format 48 SHEET POSTER MAGAZINE PRINT AD WED BANNER ADAlgorithms automatically extracted most effective versions of the ad basedon neurological optimality. 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 25
  26. 26. Sensory-ExperientialTesting
  27. 27. Neurological Iconic Signature (NIS)Embedding Neurological Iconic Signatures (NIS) are the unique moments in the product experience process that generate the highest levels of brain engagement. Identifies NIS markers through Total Consumer Experience (TCE) testing. Guides NPD and Comms creation to leverage these neurological high points 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 27
  28. 28. Parietal (Taste/Touch/Smell)Brain Stimulation Measures the brain areas responsible for taste, touch, and smell, second- by-second as the ad is viewed. Superior ads result in the direct stimulation of the parietal area of the brain, where the product is enjoyed. Particularly important for food and beverage advertisers and those with sensory or experiential aspects to their brands or services 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 28
  29. 29. Mirror Neuron System (MNS)Activation The Mirror Neuron System (MNS) is activated when we see someone performing an act that’s emotionally relevant to us. If the ad shows a person throwing a ball, for instance, the areas of the observer’s brain involved in throwing a ball will activate. Monitors the extent to which an ad stimulates the observer’s brain to reach out and handle/consume the product immediately. 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 29
  30. 30. 10 Benefits of NeuroFocus Testing1.Accurately evaluates what consumers THINK/ FEEL (as opposed to what they SAY)2.Takes out guesswork from traditional research3.Provides quantified data, at deeper- than- Qual levels4.Measures moment by moment interaction with all forms of stimulus5.Identifies cause and effect triggers of response patterns6.Yields fresh, deeper, highly actionable insights7.Applies very latest principles and hypotheses of Cognitive NeuroScience andNeuroPsychology8.Delivers rich diagnostics for optimization9.Reaches the parts other techniques struggle to reach eg emotions and feelings,creative, intangible, experiential and sensory work10.Delivers a quantum leap in understanding consumer thinking and perception Complementary Tool THINK / FEEL >>> SAY >>> DO •2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. •30
  31. 31. THANK YOU!! Thom Noble Managing Director, NeuroFocus Europe London +44 (7768) 861 374 thom.noble@neurofocus.com
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