Neurobiomarketing summary introduction - eng

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Neurobiomarketing summary introduction - eng

  1. 1. Neurobio-Research Neuroscience , B iology , Linguistics and Facial Action Code In Marketing Research
  2. 2. YouTube - NBM - Superga.flv http://bit.ly/fE1Qwf Starting from the End To see the video click : We analyze the effectiveness of stimulus, advertise, web page or point of sale second by second through emotional and neurobiological measuring .
  3. 3. IRA RABBIA ATTACCO sexuality public television reassure frankness breakfast teen-ager agility white wine Porsche Porsche padres effervescence Fiat poverty milk bank nostalgia nostalgia mom child arrogance caution tranquilidad boss hope fashion determination terminator mystery vanguard innovation courage immaturity regression sweetness tenderness quality of life homeopathies win adventure terminator elephant graveyard defenseless predictable combat war ministry minivan financial institute shark kindness adrenaline Jurassic park resigned modesty protagonist sausage superficial optimism fun closeness hug bar billiards White wine out-dated mafia crash illusion light gold sugar darkness occult anticonformity thriller newspaper bureaucracy pet elegance nihilism nostalgia caffeine coffee poetry well-being red wine standard compete delicate no problem Old-fashioned social-democrat equidistance decisive television Killer whale fear essay classical music resigned resigned surprise wonder teen-ager agility white wine Ferrari padres effervescence poverty milk bank nostalgia nostalgia mom child arrogance caution tranquilidad boss hope fashion determination terminator mystery vanguard innovation courage immaturity regression sweetness tenderness quality of life homeopathies race adventure terminator elephant graveyard defenseless predictable ministry minivan financial institute shark adrenaline Jurassic park resigned modesty protagonist on target sausage optimism fun bar billiards White wine out-dated mafia crash illusion light gold sugar darkness occult thriller newspaper bureaucracy pet elegance nihilism nostalgia caffeine coffee poetry well-being red wine standard compete delicate no problem Old-fashioned social-democrat equidistance decisive television Killer whale fear essay classical music resigned resigned surprise wonder tank poker spider virus sexuality Porsche - Enjoyment +Enjoyment Excitement Relaxation EUFORIA ACTIVATION P PARASYMPATHETIC RELAX ATION INTERNAL DIALOGUE EUSTRESS JOYFULNESS ’ DISTRESS PATHOS SYMPATHETIC EXCITEMENT ISOLATION
  4. 4. Second Cluster Results : Final Cluster Centers CLUSTERS 1 2 4 Hearth 1,25 9,19 -7,98 Brain 17,917 18,387 20,10 Hands 64,38 64,65 62,96 Eyes 38,70 24,73 24,66 Superga – Analysis of each second - Clusters Great Attention and Concetration. Mild Cognitive Activity. Very high interest and persuasion. Mild Cognitive activity. Great interest and high emotional tension 4
  5. 5. If an advertising campaign aims at emotions, the traditional research based on rational responses will not be useful or sufficient to understand the emotions of the participants. Scientific studies and several experts have confirmed, that traditional research does not always give reliable results for predicting effectiveness of marketing strategy. It is not always possible to translate our emotions into language. LIMITATIONS OF TRADITIONAL RESEARCH Si chiede ai partecipanti di autoanalizzarsi… ma non sempre siamo capaci di vederci allo specchio.
  6. 6. Ani communication that impacts emotions, creates the unique neurobiological response that we can detect and measure accurately. T he results facilitate the interpretation of qualitative and quantitative nature and intensity of the impact on advertising and determine the "personal neurobiological" brand . These interpretive insights ts , arise ing within the boundaries of traditional research, are the perfect complement to any decision as part of marketing strategies and greatly facilitate the decision making process . Direct measurement of reactions allows us to understand the neurobiological perceptive and emotional experiences of participants. SOLUTION: NEUROBIO-RESEARCH You cannot improve If you cannot measure!
  7. 7. Electroencephalogram (EEG): Measurement of the rate of neuronal synapses, indicated by frequency waves in Hz and divided into delta, theta, alpha, low beta, beta, hibeta, gamma and their respective voltages. It measures the cognitive activities as attention, focalization, comprehension, memorization, learning, motivation, and planning. . Galvanic Skin Response (GSR): This measures the electric potential of the skin through electrodes positioned on the hands that register the change in the conductivity of the skin, and indicates the level of psychic activation or arousal. It also measures the interest, indicating acceptance or rejection of a stimulus. . Electrocardiogram (ECG) : The heart rate is evaluated as well as the intervals between beats or cardiac interbeat. This measures the shape of the wave between one beat and another (interbeat interval) and indicates not only the extent of an emotional reaction, but also if the emotional experience is positive or negative. . Surface Electromyograph (sEMG): This measures muscular contractions. When positioned on the muscles related to emotional expression, especially above the eyes, the EMG will measure the emotional tension as a degree of implication or emotional involvement with a stimulus. Brain Heart Eyes Hands Met hods
  8. 8. sexuality public television reassure frankness breakfast teen-ager agility white wine Porsche Porsche padres effervescence Fiat poverty milk bank nostalgia nostalgia mom child arrogance caution tranquilidad boss hope fashion determination terminator mystery vanguard innovation courage immaturity regression sweetness tenderness quality of life homeopathies win adventure terminator elephant graveyard defenseless predictable combat war ministry minivan financial institute shark kindness adrenaline Jurassic park resigned modesty protagonist sausage superficial optimism fun closeness hug bar billiards White wine out-dated mafia crash illusion light gold sugar darkness occult anticonformity thriller newspaper bureaucracy pet elegance nihilism nostalgia caffeine coffee poetry well-being red wine standard compete delicate no problem Old-fashioned social-democrat equidistance decisive television Killer whale fear essay classical music resigned resigned surprise wonder teen-ager agility white wine Ferrari padres effervescence poverty milk bank nostalgia nostalgia mom child arrogance caution tranquilidad boss hope fashion determination terminator mystery vanguard innovation courage immaturity regression sweetness tenderness quality of life homeopathies race adventure terminator elephant graveyard defenseless predictable ministry minivan financial institute shark adrenaline Jurassic park resigned modesty protagonist on target sausage optimism fun bar billiards White wine out-dated mafia crash illusion light gold sugar darkness occult thriller newspaper bureaucracy pet elegance nihilism nostalgia caffeine coffee poetry well-being red wine standard compete delicate no problem Old-fashioned social-democrat equidistance decisive television Killer whale fear essay classical music resigned resigned surprise wonder tank poker spider virus sexuality Porsche Neurometaphor Mapping - Enjoyment +Enjoyment Excitement Relaxation Neurometaphor mapping is an optional complementary add-on to the Brain, Heart, Eyes and Hands Diagnostic which utilizes techniques developed from Neurolinguistics,. the study of language and how humans communicate. In its application to market research we create a three dimensional map of the principal concepts of a language in order to position the elements of an advertisement or any type of communication, and identify the subconscious linguistic codes that they trigger. It is also an invaluable tool in determining what concepts, key words, elements and other linguistic codes a communication should contain in order to achieve the desired subconscious positioning and impact. It is the perfect complement to NeurobioResearch which allows us to determine the verbal expressions that correspond with the physical, psychological and emotional activations .
  9. 9. Our Experience Input category Quantity of measured stimuli Spot TV 295 Logos 85 Printed AD 48 Packaging 15 Radio 12 Animatic 4 Auto-promo 4 Integrated product 12 Magazine covers 17 Web pages 20 Point of purchase 9 Perfumes 2 TOTAL 523
  10. 10. Subconscious and dreamlike processes - Memory synchronization (Total synchronization. Depending on objectives) - Enjoyment Excitation - Involvement/Distance - Persuasion (compound index that combines synchronization, enjoyment, excitation and involvement) Through years of experience and thousands of tests, we have developed comparison benchmarks and algorithms for translating the Brain, Heart, Eyes and Hands measurements into practical marketing and business variables, summarized below: Focalization/Attention + Memory synchronization (Total synchronization. Depending on objectives) + Enjoyment Relaxation + Involvement/Closeness + Persuasion (compound index that combines synchronization, enjoyment, excitation and involvement) Benchmarking and Translation to Practical Marketing Variables
  11. 11. Other Categories of Stimuli Measured Sensorymetrics Perfumes Jingles Points of Sale Supermarkets, beauty shops, specialty stores - brand. Publicity and communication in the store Web pages Online Advertisement Animatic and Pre testing Printed AD, Products, Logos Radio
  12. 12. Other Examples <ul><li>Neuropolitic s : http://www.youtube.com/watch?v=ul0Oio8Ud8M </li></ul><ul><li>Point of Sale : http://www.youtube.com/watch?v=Zl1sEQvkVws </li></ul><ul><li>General Video : http://www.youtube.com/watch?v=fjEWNZjOyP4 </li></ul><ul><li>Martini Advert : http://www.youtube.com/watch?v=M1d3KU5ufMk </li></ul>
  13. 13. Italian, Spanish language Alberto Apicella: [email_address] Cel. 3343311902 English, German, Slovenian language Domen Ursic [email_address] 00393423721766 Contacts:

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