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Neuroscience Webinar June 2016

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Getting to the "head" of what motivates consumers

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Neuroscience Webinar June 2016

  1. 1. Getting to the “head” of what motivates consumers Neuroscience and Design – June 22, 2016
  2. 2. Diana Lucaci Founder and CEO of True Impact Neuroscience and Design – June 22, 2016 Diana is the Canadian Chair of the Neuromarketing Science and Business Association (NMSBA), and winner of the Best in Class research award, from the Marketing Research and Intelligence Association (MRIA) True Impact, leading North American neuromarketing research firm, was founded four years ago in Toronto. Mission: Humanize the customer
  3. 3. Neuroscience Versus Conventional Research Measures emotions and motivators to predict future purchase behaviors Higher accuracy Quantifies the intangible Neuroscience and Design – June 22, 2016
  4. 4. Making Decisions We make decisions with the emotional part of the brain; our “gut feeling” Within a fraction of a second (300 milliseconds) our eye glances over the product and that information from the visual stimulus enters our conscious awareness where we make a judgement Neuroscience and Design – June 22, 2016
  5. 5. Research Methodology and Research Types 1. Neurosciences - FMRI (Functional Magnetic Resolution Imaging) and Electroencephalogram (EEG) 2. Biometrics – measurements coming from the body: eye-tracking, facial coding, heart rate, skin response 3. Other – subconscious beliefs and attitudes via implicit association test or reaction time tests Neuroscience and Design – June 22, 2016
  6. 6. Filling in the Gap The brain does not lie Understanding the consumer at the moment of purchase Neuroscience and Design – June 22, 2016
  7. 7. Retail environments: Rounded corners Colors: Red, Orange, Yellow What is the call to action? How can I draw focus to it? Key Triggers Neuroscienceand Design – June 22, 2016
  8. 8. Science Application Establish cognitive states Determine area(s) of interest Establish emotional state at that moment of interaction Interpret science for a business audience Neuroscience and Design – June 22, 2016
  9. 9. Science Application Focus on business goals and objectives Determine if goal was achieved or determine how to achieve goal Provide scientific marketing insights behind recommendations Track results from the lab to behavior Neuroscience and Design – June 22, 2016
  10. 10. Value of Neuroscience Ability to make changes on the go makes it very easy to achieve end goal Brings science into the boardroom Putting numbers behind the creative Neuroscience and Design – June 22, 2016
  11. 11. Future of Neuroscience More optimized market place with the customer at the center Neuroscience and Design – June 22, 2016
  12. 12. Question Period 1.800.747.5150 Access: 5697142

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