Neuro-Surgery: Dissecting Fact from Fiction by Caroline Winnett of NeuroFocus - Presented by Insight Innovation eXchange North America 2013
Consumer Neurosciencefiction vs. factBrandNeuro@carolinewinnett#iiex
Our brains evolved for But today we use themforWhy do we need neuroscience?A significant portion of our decision making is non-conscious.Understanding these processes is critical for understandinghuman behavior.
$4.99 - $5.00is not the same as$5.01 - $5.02Loss aversion TemporaldiscountingVisual illusionsConceptual illusions
Tipping point• Global brand adoption• University training• Neuroscience practicesBreaking news from the ARF:Adding neurological measures to a“traditional” test of commercialcreative can improve the predictivepower of the test significantly.
NeurosciencefMRIEEGBiometricsGSREye trackingFacial codingBehavioral economicsWhat are the methods?
Implicit Association Test1-2-3Facial codingGSREye trackingBody motionfMRIEEGNeuroscienceTest the braindirectlyBehavioral economicsApply neuroscienceand psychology toconsumer researchBiometricsTest theperipheralnervous system
It’s mind readingFICTIONNeuroscience can read yourmind and will replace allsurvey research.FACTNeuroscience is a method tounderstand unconsciousdrivers and response. It is acritical component of marketresearch.
It’s too complicated and expensiveFICTIONNeuroscience is too complexto assess for my researchneeds.FACTThere are common-senseways to evaluate providers.There are research methodsto suit different budgets.
We’re not readyFICTIONI’m not ready for neuroscience.FACTThere is a provider and amethodology that can meetspecific research goals.
The technologies are all hereFICTIONAll the technologies havecome to market.FACTThe industry is still young. Thefield of neuroscience is itselfyoung, so expect a longdevelopment period, with afair degree of technologysettling in about five years.