The science of neuromarketing by Nina Stanley, EIA 2023 Porto.

2. THE
SCIENCE
OF ART
EMOTIONAL DATA™ COLLECTION & PURPOSE

3. HI
WE’RE

4. WE TELL
STORIES
THAT MOVE
MARKETS

5. HUMAN
CENTERED
DESIGN

6. STRATEGIC
EXPERIENCE
SX BRAND
EXPERIENCE
BX DESIGN
EXPERIENCE
DX MOTION
EXPERIENCE
MX

8. BEHAVIORAL
NEUROSCIENC
E
THE BIOLOGY OF BEHAVIOR

9. Let's not forget that the little emotions
are the great captains of our lives and
we obey them without realizing it.
“
”
VINCENT VAN GOGH

10. EMOTIONAL
RESPONSE
COGNITIVE
LOAD
SUBCONSCIOUS
DECISION MAKING

11. EMOTIONAL
RESPONSE
THE SCIENCE OF FEELINGS

12. FEELS
LIFECYCLE
STIMULI > FEELING > BRAIN RESPONSE > BODY REACTS

13. COGNITIVE
LOAD
THINKING MACHINE

14. COGNITIVE
(OVER) LOAD
COMPLEXITY > PREVIOUS EXPERIENCE > DISTRACTION

15. SUBCONSCIOUS
DECISION
MAKING
SUPER COMPUTER

16. 90% OF
DECISIONS ARE
SUBCONSCIOUS

17. CONSUMER DATA
SUBCONSCIOUS DATA
Emotional Data™
Collected data that can be observed
and evaluated
Happiness, Sadness, Fear, Anger
QUALITATIVE DATA
Experiential Data
Collected data that can be observed
and not evaluated
Scents, Photographs, Colors, Flavors
QUANTITATIVE DATA
Operational Data
Collected data with numerical value
and can be statistically analyzed
Height, Weight, Time, Price, Age

18. EMOTIONAL
DATA
UNBIASED SUBCONSCIOUS EMOTIONAL RESPONSE
TM

20. NEUROBIOLOGICAL
EEG, fMRI, fNIRS
PHYSIOLOGICA
L
Pupil Dilation,
Heart Rate, Skin
Conductance
BEHAVIORAL
Eye Tracking, Facial
Coding, Implicit
Association

21. SIMPLE
NEUROSCIENCE
EASY TESTING METHODS

22. IPHONE
SOCIAL ACTIVITY, SCREEN TIME, LOCATION
PREDICT EMOTION
TYPING SPEED, BUTTON USAGE, DEVICE SHAKE
INFER MOOD
SCREEN TIME, USAGE REPORTS
BEHAVIORAL + PREFERRENTIAL DATA

23. APPLE WATCH
HEART RATE MONITOR
MEASURES BIOMETRIC RESPONSE
EEG + SLEEP TRACKING
MEASURE CURRENT AND/OR CHANGED MOOD
GUIDED MEDITATIONS
BASELINE EMOTIONAL STATE

24. EYE TRACKING
HEAT MAPS
LOCATION, ATTENTION, TIME

26. THANK
YOU