Traditional mystery shopping has been used for years as a way to measure customer service protocols and an organization’s ability to please their end customers. However this methodology is not able to accurately identify and scale true underlying emotions towards the service standards. Research by Estime NeuroBioMarketing utilized 14-channel wireless EEGs, plethysmographs for measurement of heart variability and electrodes for measuring the galvanic skin response as participants made calls and visited pizza chains. Combining these neurobiological measurements with traditional mystery shopper techniques, allowed for a synergistic approach, which provided real and deep understanding of the shopper experience.

1. Synedrion
Consultores
NeuroMysteryShopping
MEASURING SERVICE QUALITY WITH NEUROBIOLOGICAL TOOLS
Walter Mucchiut, Alberto Apicella, Analys Salas et al
ESTIME–NEUROBIOMARKETING
Consumers’ NeuroInsights Lab
Miembros de ESOMAR • AMA • MRA • AVAI • MSPA • NMSBA
Socios operativos de GREAT PLACE TO WORK® INSTITUTE • SHOP'N CHEK • AcuPOLL
Representantes exclusivos de FOCUSVISION WORLDWIDE • ESTIME

2. Section 1:
Every day marketing exchanges … well understood?
Consumer Neuroscience Measurements
estime•nbm – IIeX Sao Paulo 2013

3. Let’s have a quick
[crowdsourced]
consumer
neuroscience test now!
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4. Please stand up
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5. Touch the tip of your
nose with your left arm
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6. Now touch your right
ear with your left arm
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7. Now look up to the
ceiling
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8. Still looking up, recall
the last product you
bought
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9. Now look at me and
watch the color of my
tie
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10. Please turn to the
person at your left and
look him/her in the
eyes and smile
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11. Now breath deeply and
relax
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12. Please execute the
following calculation:
7 times 3 plus 3 minus 4
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13. Turn to the person at
your right and yawn
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14. And lastly, drop your
arms, loose yourself and
relax…
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15. Now, Four (4) simple questions…
1. How many of you feel (somewhat) better now?
2. Can anyone remember the seventh instruction I gave?
3. How many can remember when started to feel better?
4. And can you tell why are you feeling somewhat better now?
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16. This is actually how
our brain reacts to
marketing
exchanges everyday!
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17. Dynamic NeuroKPI
Dimensions and their meaning
NeuroKPI® Indexes DESCRIPTION
Arousal Neurobiological index of the excitement or activation
Enjoyment Neurobiological index of the emotional valence
Emotional Mean of emotional values
Rational Mean of rational values
Audio/Video Difference between auditory and visual cortex activity
Memory Mean probability of short and long term storage
Focus Attention and cognitive process
Engagement Index of mirror neurons activity
KPI Composed index of the neurobiological efficacy
17 estime•nbm – Neuromarketing
estime•nbm – IIeX Sao Paulo 2013World Forum 2013

18. This is an average of brain reactions at our lab,
using just EEG via NeuroKPIs [no GSR, no HRV]
Stand Nose Ear Ceiling Product Tie Smile Breath Calc Yawn Arms
Focalization
Persuasion
NeuroKPI®
Memory
Engagement
Enjoy
Arousal
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19. Section 2: The Case Study
Neuro-Mystery-Shopping
Undermining the Rational Limits in Service Quality
Measurement
estime•nbm – IIeX Sao Paulo 2013

20. Abstract
Although several approaches had been used over time to
measure the compliance of service protocols defined by
companies to please their end customers, neither had those
been able to assess the real value within those protocols nor
had them identified and scaled all underlying emotions towards
desired service standards
This research study proposes and validates a new methodology
to achieve the abovementioned results by using several
neurobiological measurements with a set of individuals facing
everyday services on marketing exchanges at pizza chains,
while comparing results with standard legacy procedures
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21. Delivery Pizza chain´s description
Pizza chain 1D Pizza chain 2P
• Established in Venezuela • Established in Venezuela
in 1992 in 1999
• Beside pizzas, they offer • Besides pizza, calzone,
sandwiches, salads, desserts and beverages
calzone and beverages are offered as well
• Outlets nationwide in 7 • Presence in 9 key cities,
key cities also offering off-area
delivery service
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22. Methodological approach
Neuro
EEG ET GSR + HRV
Metaphors®
Emotional Visual Purchase NeuroCES®
Predictor Attention Behavior Positioning
Index Predictor
Engagement Attention Activation Collective
and and and Imagery
Relevance Focus Arousal psycholinguistics
22
estime•nbm – IIeX Sao Paulo 2013

23. The NeuroMetaphors Modeling is supported by both applied
neuro psycholinguistics as well as studies of the semantic space
on the cortex (Jones, Kintsch, Mewhort / Huth, Nishimoto, Vu, Gallant) representing thousands
of ‘concepts’ and ‘action categories’ across the human brain,
allowing to calculate a ‘Communicational Efficacy Score’ or
NeuroCES®
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24. MS variables measured on stores are standard
Phone call and Stores
Greeting
Pizza menu
Beverages menu
Shopping
process Personal information request
and Order verification
delivery
Payment information
Waiting time to delivery
Closing
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25. Section 3:
Results on Focus / Energy / Empathy / Action
The NeuroKPI® Diagnostics
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26. Dynamic NeuroKPI at a given Store
Per second neurobiological activity during the store purchase
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27. NeuroKPIs: Brain response to phone call
Women
Theta Alpha Low beta Beta
Meditative Reflective Sensory Motor Active
Drowsy Relaxed Rhythm Thought
Chain 1D
Chain 2P
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28. NeuroKPIs: Brain response to phone call
Men
Theta Alpha Low beta Beta
Meditative Reflective Sensory Motor Active
Drowsy Relaxed Rhythm Thought
Chain 1D
Chain 2P
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29. Why is that?
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30. Comparison between approaches on the Menu
For Franchise 1 the process Listening to the menu from
is mostly auditory, thus Franchise 2 generates a
activating fewer areas in the sync that activates both the
brain with minor arousal acoustic and visual
and engagement processes zones… mainly
because the use of a
suggestive names and more
adjectives to the description
of the product
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31. Section 4:
Consumer Neuroscience vs Mystery Shopper
Gap Analys for both Approaches
estime•nbm – IIeX Sao Paulo 2013

32. Store - Chain 1D Total
Positive Declared overrating
NeuroKPIs, overlooked actually decreasing
by the questionnaire engagement to the
store
Entrace Employee Promotions Pizza Menu Beverages Data Payment Closing
Interaction Menu request information
Involvement Focus Memory NeuroKPI Questionnaire
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33. Store - Chain 2P Total
Overly Positive
NeuroKPIs, overlooked
by the questionnaire
Entrace Employee Promotions Pizza Menu Beverages Payment Closing
interacyion Menu Information
Declared under ratings
not identifying the
value of the ‘visual’
menu
Involvement Focus Memory NeuroKPI Questionnaire
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34. Section 5:
Applied Consumer Psycholinguistics
Neurometaphors® and Mystery Shopping
estime•nbm – IIeX Sao Paulo 2013

35. Neurometaphors® Map: Stores
The experience is completely different by gender, as women regard the
experience on Store 1 as pleasant and relaxing (metaphors regard
illusion, sweetness, red wine)
Men experience is positive in both chains: while Store 1 is also pleasant
(metaphors regard elegance, poetry, democracy) Store 2 feels more fun
(metaphors regard music, optimism)
Enjoyment
mom
no problem surprise
regression wonder
Serenity well-being child illusion Euphory
sweetness light gold teen-ager
quality of life
closeness pet sugar hope win
hug light gold optimism
tenderness
homeopathies milk white wine 1illusion hope 2 fashion fun
innovation
bar billiards courage
Tradition breakfast red wine effervescence
public television wine
Fiat
White agility Ferrari
delicate social-democrat
caution elegance decisive protagonist
Relaxation C
nostalgia
alm down
poetry
newspaper1 predictable on target
poker
determination
race
sexuality Excitation
modesty essay Parents standard adrenaline
Old-fashioned newspaper
nostalgia out-dated equidistance
nihilism boss superficial caffeine coffee
nostalgia
nostalgia
resigned bank
2
financial institute shark
resigned poverty ministry classical music spider
defenseless bureaucracy virus Porsche
defenseless nihilism mafia Jurassic arrogance
resigned park terminator
tank crash
1 Chain 1D darkness occult
elephant graveyard thriller combat
2 Chain 2P Oppression war
mystery Killer whale Aggressive
fear
Women
Men Pathos
Aggressive
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36. Comparison between approaches:
The Pizza Menu
1. Too much plain auditory. It provides no
Vendors respond incentives
properly the 2. Quite standard, doesn’t differentiate the
Chain 1 D
questions asked by category and is poorly rated by shoppers
shoppers at the neurological level
3. Needs redesign
1. It is more euphoric and achieves better
targeting of shopper
Pizza Menu
This chain is best 2. Generates a rationalizing and visual
evaluated in terms activation on the choice of pizza, to offer
of the requests a greater variety of products, with a
Chain 2 P
made by the menu with visual verbalizations
shoppers at time of 3. This proves to be of greater arousal and
purchase is retained in long term memory, thus
deriving loyalty and trust to the chain
and the brand itself
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37. Section 6:
Learning Insights Remarks
What are [some] key findings so far?
estime•nbm – IIeX Sao Paulo 2013

38. Using neurobiological tools
Up to [17] true connecting elements [with variable valences] of the marketing
exchange not measured by a standard MS protocol questionnaire were
identified and clearly defined
Real emotional values of all aspects related to the experience were obtained,
thus properly measuring their true engagement potential to the consumer
Based on this findings, a much better customer experience protocol was
designed [and ran by both genders], thus yielding better and cost-effective
store design and communication campaigns towards the customers
Within a year, values that dropped significantly when the new protocol was
applied, rose significantly as so did the chain performance
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39. Our emotions drive our decisions, thus, our
actions!
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40. The frontiers of science are blurring
into mutual
insemination, complementing each
other
estime•nbm - Título de la Presentación
40 3/29/2013
estime•nbm – IIeX Sao Paulo 2013

41. Synedrion
Consultores
23•aniversario
Miembros de ESOMAR • AMA • MRA • AVAI • MSPA • NMSBA
Socios operativos de GREAT PLACE TO WORK® INSTITUTE • SHOP'N CHEK • AcuPOLL
Representantes exclusivos de FOCUSVISION WORLDWIDE • NEUROBIOMARKETING
T +58 (212) 241.2605/7407/3461/0544/5033 | F +58 (212) 241.0540 | info@estimesa.com
info.estimesa.com
www.estime-neurobiomarketing.com
estime•nbm – IIeX Sao Paulo 2013