Presentation Pangborn 12.09.13

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HOW NEURO-MARKETING TOOLS
HELP MEASURE PRODUCT AND PACK FIT

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Presentation Pangborn 12.09.13

  1. 1. J. Caramelle L. Depoortere Rogil Research N.V. Belgium HOW NEURO-MARKETING TOOLS HELP MEASURE PRODUCT AND PACK FIT
  2. 2. Who has ever felt like an alien? I don't drink coffee, I take tea my dear I like my toast done on one side You can hear it in my accent when I talk I'm an Englishman in New York What makes us (re)purchase some products rather than others?
  3. 3. 360° shopper/consumer journey So… who believes overall liking is good enough to predict success in this complex journey? Memory
  4. 4. The modern toolkit: going beyond the obvious… Behavioural metrics (subconscious) Traditional metrics (declared) Association Attention Description Liking Activation Relevance Reaction Time Eye Tracking Galvanic Skin Response (GSR) Electroencephalography (EEG) Sensory Consumer
  5. 5. 4 different products from the chocolate flavoured “crème dessert” category Assessing the edible content = in mouth experience (blind) But also the container = pack Plant based Supermarket Leading brand Low fat
  6. 6. Traditional metrics: in mouth (sensory) Intense eat Thickness / Difficulty to swallow Aftertaste / taste intensity Not intense eat Anova LSD 95% Plant based Supermarket Leading brand Low fat
  7. 7. Not thick enough Just right Too thick 46% 44% 10% 2% 64% 34% 8% 83% 9% 11 22 Traditional metrics: in mouth (consumer) n=98, 18-65 yo, 50% gender, L4W product category eaters 1% 51% 48%
  8. 8. Reaction time measurement: in mouth Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish Positive associationNegative association Neutral Well aligned and superior Slightly different, poor performers  Similar conclusions to traditional consumer metrics  Added value: articulation & diagnostic in consumer language n=98
  9. 9. Neuro metrics: in mouth -6 31 120 Contradiction with consumer results so far? n=42, 18-65 yo, 50% gender, L4W product category eaters, selected retailer shoppers Neuro metrics bring a new perspective on product assessment (“after in mouth”) which is key in the MEMORY cycle
  10. 10. Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish Positive associationNegative association NeutralPositive associationNegative association Neutral Reaction time: comparing in mouth & pack PackIn mouth Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish n=98 n=42
  11. 11. Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish Positive associationNegative association NeutralPositive associationNegative association Neutral Reaction time: comparing in mouth & pack PackIn mouth Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish n=98 n=42
  12. 12. Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish Positive associationNegative association NeutralPositive associationNegative association Neutral Reaction time: comparing in mouth & pack PackIn mouth Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish n=98 n=42
  13. 13. Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish Positive associationNegative association NeutralPositive associationNegative association Neutral Reaction time: comparing in mouth & pack PackIn mouth Good for me For everyday Artificial Boring Comforting Healthy Tasty Chocolatey Moreish n=98 n=42
  14. 14. Neuro metrics: pack 0 2,4 2,5 14 2,4 20 1,8 26 Contradiction with pack results so far? n=42, 18-65 yo, 50% gender, L4W product category eaters, selected retailer shoppers Neuro metrics bring a new perspective on pack assessment (“readiness to act”) which is key in the MEMORY cycle
  15. 15. Conclusions - Reaction time: enables articulation of product core values in consumer-friendly terms and diagnostic of experience discrepancy - EEG/GSR: bring a different and complementary perspective on product assessment: - In mouth experience: focusing on “after swallowing” - Pack: focusing on true “readiness to purchase” Behavioural metrics: strong added value Holistic measurement of product experience: critical - Congruence Vs dissonance = clear, powerful memory Vs ambiguous, fragile memory - Of course: other elements come into the overall experience: communication, etc. Take home message - Reaction time: accessible add on to traditional metrics - EEG/GSR: more complex add on that enables discrimination from a different angle
  16. 16. j.caramelle@rogil.eu

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