En Junio de 2018 exploramos algunos resultados de neurociencia aplicada a la investigacion de mercado. Se explican tambien tecnicas de diseño de investigacion en Marketing asi como aspectos éticos a considerar.

1. Neuroscience, VR and Market Research
ALEXANDER SILVA LOPERA, NEUROANALYST, NEURONS INC.
Alex.Lopera@neuronsinc.com

2. • Intro
• Métricas y método
• Use Cases / Resultados
• Diseño experimental
• Aspectos éticos
AGENDA

3. Are you rational?
North, A & Hargreaves, David & McKendrick, Jennifer. (1999).
The Influence of In-Store Music on Wine Selections. Journal of
Applied Psychology. 84. 271-276. 10.1037/0021-9010.84.2.271.

4. Why did you buy that wine?

5. Bottom-up attention Top-Down attention
D.O Rivera del Duero
Reserva
Tempranillo
2011
10€ < X < 20€
Why did you buy that wine?

7. Métricas y método

8. APPLIED NEUROSCIENCE MARKET CONSULTANCY
What is Neurons Inc.?
Dr. Thomas Zoëga Ramsøy
Founder & CEO
Leading Scientist and publisher
in Consumer Neuroscience

9. Tobii Pro
Glasses 2
ABM X-10
EEG system

10. AROUSAL
VISUAL ATTENTION
COGNITIVE LOAD
MOTIVATION
NeuroMetrics – The Measures We Use

11. 11
Arousal
Brain Responses – How We Display the Scores
Cognitive Load
OPTIMAL
BOREDOM
OVERLOAD
Motivation
NEUTRAL
POSITIVE
NEGATIVE
Motivation has a cutoff at 0.5, in which higher
scores denote a positive “approach” motivation and
scores below 0.5 denote a negative “avoidance”
motivation
For Arousal, it is generally so that a higher score
means stronger emotional engagement. However,
Arousal needs to be seen in context with
Motivation, as Arousal can be high for both positive
and negative events.
For Cognitive Load, there is a “sweet spot” between
0.55 and 0.75 in which information is processed and
learned. Lower scores (<0.55) are indicative of
boredom, and scores >0.75 indicate stress and
information overload.
1
0

12. • Participants = 2.989
• Average heads pr. Study = 70
• Foam censors = 26.901
• Data = 20 TB
2017

13. SOME OF OUR SATISFIED CLIENTS
Global Client Examples

14. SOME OF OUR SATISFIED CLIENTS
Global Client Examples

15. 1 52 3 4
During this phase, we establish
the aims and purpose of the
study, and help the client to
verbalise the main questions,
and to boil the questions down
to testable hypotheses.
Based on the decisions in
phase 1, we design the
experiment in a way that
optimally fitted to answer
your questions. Here, we use
experimental design and a
selection of our preferred
applied neuroscience
methods.
When everything is set, we run
the study during the desired
period of time. During the data
collection, we continuously
update you on the progress and
quality results of the study so
far. If needed, we can provide
live feeds from the data
collection.
Our data preprocessing includes
data validation and quality
assessment, marking of phases
and Areas of Interest, and the
first steps of data analysis.
The final report is constructed
and handed over in the desired
format. It contains a complete
insight into the cognitive and
emotional responses to the
stimuli used in the project. The
report also contains
recommendations on next steps,
based on the results.
AIMS & SCOPE STUDY DESIGN FIELDWORK
DATA
PREPROCESSIING
ANALYSIS & REPORT
PROJECT TIMELINE
15

16. Use cases / Resultados

17. HOW VIRTUAL REALITY FACILITATES SOCIAL CONNECTION
Facebook meet and greet VR
Face to face VR Video chat

19. 0.73 0.72
0.79
0.60
0.65
0.70
0.75
0.80
0.85
Cognitive Load
Optimal
*
In person In VR In Video chat
HOW VIRTUAL REALITY FACILITATES SOCIAL CONNECTION
Facebook meet and greet VR

20. 0.42
0.55
0.46 0.46
0.52
0.45
0.4
0.5
0.6
Introverts Extroverts
In Person Video Chat VR
*
*
* = statistical difference at p<0.05
HOW VIRTUAL REALITY FACILITATES SOCIAL CONNECTION
Facebook meet and greet VR
17% 32%
Stronger emotional
engagement for
introverts on VR
Stronger emotional
engagement for
extroverts in person
Engagement

21. El estrés de una mala conexión

22. El estrés de una mala conexión

23. 0.55
0.6
0.65
0.7
0.75
0.8
0.85
0 1 2 3 4 5 6 7 8 9 10
COGNITIVELOAD/STRESS
STRESS
8%
Losing focus
42%
losing focus
39%
losing focus
Seconds of delay
!
!
Flagging stressing experiences

29. PC vs. VR Porn
Setup & Calibration Recorded InterviewPorn on flat screen VR PornDistraction task

30. Show me your engagement

31. Highlight preferred moments for the audience

32. Three-dimensional freedom intensifies the emotional
experience

33. Diseño experimental

34. ¿Cómo afecta al consumidor la demora en la
conexión en Realidad virtual?
¿Cuál es la peor calidad soportable?
¿Cómo afecta esto al rendimiento en el juego?
¿Cómo afecta esto a la percepción de la marca?

35. PC vs. VR gaming

36. ¿Cómo afecta al consumidor la demora en la
conexión en Realidad virtual?

37. ¿Cómo afecta al consumidor la demora en la
conexión en Realidad virtual?

38. Aspectos éticos

39. Es Neuromarketing anti-ético?
Neuromarketing demasiado efectivo
Protección de la autonomía humana
Conciencia de las técnicas usadas
Neuromarketing realizado correctamente
Validez metodológica
Privacidad

40. Es Neuromarketing anti-ético?
Validez metodológica
Diseño experimental pobre
Métodos no validados
Mal procesamiento y tratamiento de datos
Interpretación errónea

41. Google Earth VR
Free Browse
Camel By the
Sea
Empire State
Building
Monaco
Harbor

42. Google Earth VR
0
0.5
1
Cognitive Load
0.75
0
0.5
1
Arousal Man Woman
Free Browse
Camel By the
Sea
Empire State
Building
Monaco
Harbor

43. Google Earth VR
0
0.5
1
Cognitive Load
0.75
0
0.5
1
Arousal Experienced First time
Free Browse
Camel By the
Sea
Empire State
Building
Monaco
Harbor

44. Es Neuromarketing anti-ético?
Conciencia de las técnicas usadas

46. Es Neuromarketing anti-ético?
Protección de la autonomía humana

47. Rosenberg RS, Baughman SL, Bailenson JN (2013) Virtual Superheroes: Using Superpowers in Virtual
Reality to Encourage Prosocial Behavior. PLoS ONE8(1): e55003.
https://doi.org/10.1371/journal.pone.0055003
Superpowers in VR to Encourage Prosocial Behaviour

50. GRACIAS.
Alex.Lopera@neuronsinc.com
LinkedIn: Alexander Silva Lopera