EIA2019Italy - Neuromarketing - Nina Stanley
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Nina Stanley - Chief Creative Officer & Founder, MOD
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EIA2019Italy - Neuromarketing - Nina Stanley
- 14. Visuals Visuals
Editor's Notes
- We’re here to talk to you today about a new marketing research tool… neuromarketing
- Neuromarketing is the blend of applied neuroscience and marketing Using applied neuroscience, we are able to explore the human condition, collect emotional data, predict the accuracy of marketing initiatives, and navigate future decision-making Help partners create brand relevancy + product lust
- Neuromarketing is the blend of applied neuroscience and marketing Using applied neuroscience, we are able to explore the human condition, collect emotional data, predict the accuracy of marketing initiatives, and navigate future decision-making Help partners create brand relevancy + product lust 80% of new products or services fail within six months when they’ve been vetted through focus groups “Focus group leaders don’t have time to build trust, which is a precondition for eliciting the true feelings of participants”
- Since most decision-making is done subconsciously, the internal thought processes that inform decisions can be particularly difficult to analyze Bias, rationalization, emotional influence, all happen behind the scenes. For this reason, understanding or accessing all the reasons why and how decisions are made had always seemed impossible Using neuroscience tools, we’re able to unlock the subconscious and gather insight into your consumer’s non-conscious thought processes We collect un-biased, real-time emotional data
- Neurobiological + physiological + behavioral data By testing in real-world environments, we’re able to capture emotional data on reactions during an actual experience We’re cataloging and analyzing what people FEEL and THINK subconsciously while viewing [SOMETHING] What can we test? Retail environments Packaging and pricing Ad/campaign efficacy and emotional engagement Products and services
- 80% of new products or services fail within six months when they’ve been vetted through focus groups “Focus group leaders don’t have time to build trust, which is a precondition for eliciting the true feelings of participants”
- Using the data and insights generated from our neuroscience tools, we then help our partners more effectively market to their target consumers. By guiding the design of the creative, we’re able to tailor the right strategy and the right messaging, all for the right audience.
- Learn everything about you Understand your objectives Explore and style your brand, your product, your consumer Form questions + hypotheses We hypothesize and form questions to test Test using applied neuroscience With Wharton, we create and execute a unique study to help answer our questions and meet your business objective Some of the tools we use include: EEG headsets Biometric technology (i.e. eye-trackers, heart monitor machines) Stationary fMRI scanners Share the insights We analyze the data and present insights/recommendations to achieve your goals
- Fashion x Fitness start up Main goal is brand awareness and engagement Initially analyzed gaze patterns on Instagram in order to determine which content leads to most engagement and the most click thrus to website Currently studying the following: Brand Recall Color Positioning Video engagement Text-treated imagery