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Rogil Research - Neuro sensory research
 

Rogil Research - Neuro sensory research

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Neuro-research investigates product empathy and product memory. Neuro-research captures short and long term impact of product characteristics. Neuro-research measures instant arousal Activation), ...

Neuro-research investigates product empathy and product memory. Neuro-research captures short and long term impact of product characteristics. Neuro-research measures instant arousal Activation), overall relevance and embedded associations (implicit attitudes) to brands and products.

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  • - EEG has several strong points as a tool for exploring brain activity. EEG's can detect changes within a millisecond timeframe, excellent considering an action potential takes approximately 0.5-130 milliseconds to propagate across a single neuron, depending on the type of neuron. -Other methods of looking at brain activity, such as PET and fMRI have time resolution between seconds and minutes. - EEG measures the brain's electrical activity directly, while other methods record changes in blood flow (e.g., SPECT, fMRI) or metabolic activity (e.g., PET), which are indirect markers of brain electrical activity. - EEG can be used simultaneously with fMRI so that high-temporal-resolution data can be recorded at the same time as high-spatial-resolution data, however, since the data derived from each occurs over a different time course, the data sets do not necessarily represent the exact same brain activity. There are technical difficulties associated with combining these two modalities, including the need to remove the MRI gradient artifact present during MRI acquisition and the ballistocardiographic artifact (resulting from the pulsatile motion of blood and tissue) from the EEG. Furthermore, currents can be induced in moving EEG electrode wires due to the magnetic field of the MRI.Source: http://www.biomedresearches.com/root/pages/researches/epilepsy/eeg_fmri_and_pet.html

Rogil Research - Neuro sensory research Rogil Research - Neuro sensory research Presentation Transcript

  • SENSORY RESEARCH 3.0HOW CAN NEURO RESEARCH BE USED TO BETTER PREDICT THESUCCESS OF A TASTE OR FRAGRANCE ? Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
  • PEOPLE MAKE CHOICES RATHER UNCONSCIOUSLY
  • UNCONSCIOUS BEHAVIOUR = DRIVEN BY EMOTION
  • “DO AS I DO, NOT AS I SAY” Neuro-research investigates product empathy and product memory. Neuro-research captures short and long term impact of product characteristics. Neuro-research measures instant arousal (Activation), overall relevance and embedded associations (implicit attitudes) to brands and products.4
  • CAN NEURO HELP TO BETTER PREDICT PRODUCT SUCCES ?! IT HAS BEEN ESTIMATED THAT INITIAL LIKING OF BLIND PRODUCT 70-80% OF NEW PRODUCT DOES NOT GUARANTEE LIKING INTRODUCTIONS FAIL WITHIN 1 OVER REPEATED EXPOSURE DUE TO YEAR AFTER LAUNCH! CHANGES IN OPTIMAL LEVEL OF INTENSITY*. *(Vickers et al., 1998; chung et al., 2007; zandstra et al., 2000), complexity (berlyne, 1970; jellinek et al., 1979, 1983; levy et al., 2006), or arousal (dember & earl, 1957)
  • OVERVIEW OF NEURO-MARKETING TOOLS INFORMATION DEPTH Electro- fMRI Encephalogram (EEG) Facial coding Galvanic Skin Response (GSR) Eye-tracking Reaction Times (RT) COMPLEXITY6
  • THE ADDED VALUE IS IN THE MIX NEURO RESEARCH OBSER- VERBAL VATION QUANT VERBAL QUALI
  • WHAT DOES ROGIL MEASURE ? EEG GSR ET RT EEG & GALVANIC SKIN REACTION TIME RESPONSE EYE-TRACKING MEASUREMENT THE TEST PRODUCTS ARE ALSO PROFILED VIA QDA – EXPERT PANEL
  • RESEARCH PROCEDURE SENSORY BIOMETRIC CONSCIOUS & STIMULATION MEASUREMENT SUBCONSCIOUS EVALUATION - RTRespondents taste the tested Biometric reactions are measured for Respondents’ consciousproduct by eating a small 20 seconds after eating/drinking. opinions as well aspiece of it, drinking a sip of automatic, subconsciousbeverage, or smell a prepared The most important is „the mental reactions are measured onsample. aftertaste” – in other words what trace the given attributes. the product is leaving in the brain afterThe brand of tested product is the first bite/sip.not known till the end of thestudy.
  • WE TESTED A WIDE VARIETY OF PRODUCTS WITH NEURO-RESEARCH
  • FINDINGS
  • FINDING 1:OUR BRAIN SHOWS HUGE DIFFERENCES IN EMOTIONAL REACTION TOWARDS ‘BLIND’TESTED PRODUCTS
  • OUR BRAIN RESPONDS MORE POSITIVE TO SWEETER PRODUCTS RELEVANCE RELEVANCE INDEX INDEX -15 +38
  • DIFFERENCE IN POSITIVE BRAIN REACTION IS OBVIOUS COW MILK HIGH LOW BELLE-VUE HIGH LOW
  • THE TASTE PROFILE OF CHERRY BEER (SWEET, INTENSE & PRONOUNCED) ISTRIGGERING THE BRAIN INTENSELY. PRODUCTS WHICH INDULGE, HAVE A LONGLASTING EFFECT IN THE BRAIN: KRIEK & CHOCOLATE DO SO , MILK LESS… COLOR Deep bright red Intense aroma of red cherry AROMA sweets TASTE Pronounced cherry taste
  • FINDING 2: MEN AND WOMEN’S BRAIN REACTDIFFERENLTY TOWARDS PRODUCTS
  • THE BITTER TONES OF BLACK CHOCOLATE ISMORE ENGAGING FOR MEN RELEVANCE (EEG), ACTIVATION (GSR)
  • THE SOFT TONES OF MILK CHOCOLATE IS MOREENGAGING FOR WOMEN RELEVANCE (EEG), ACTIVATION (GSR)
  • FINDING 3: IT ALSO WORKS ON NON-FOOD:OUR BRAIN DOES REACT DIFFERENLTYON FRAGRANCE OF FABRIC SOFTENERS
  • TESTED FRAGRANCES (BLIND SNIFF) LENOR ROBIJN SILAN EINDELOOS FRIS PUUR & ZACHT FRIS LENTEGEVOEL (ENDLESS FRESH) (PURE AND SOFT) (FRESH SPRING FEELING)
  • FRAGRANCES OBJECTIVE PROFILE More intense Softer and more Fresh and perfumed fragrance. powdery scent. Nature perfume Very light floral. Smelling something (some flowery, very FRAGRANCE Some green keys. reminiscent of (soft) light fruity). touch of soap. soap, baby powder… Slightly more artificial.
  • MEN REACT MORE POSITIVE ON ROBIJN FRAGRANCE,WHILE WOMEN REACT POSTIVE ON SILAN’S FRAGRANCE
  • WHAT DOES THIS MEAN FOR YOU?
  • ITS NOT ONLY ABOUT VERBAL LIKING: NEURO RESEARCHCAN HELP DETECTING THE MOST RELEVANT PRODUCTPROFILE FOR YOUR BRAND