Vilken reklam gillar din hjärna? Lindex har deltagit i Nordens första neuromarketingstudie som visar hur fysisk och digital reklam samverkar. Therese Blom berättade om vilken kommunikation våra hjärnor svarar bäst på.

1. Under the skin of the customer
First neuroscience survey in the Nordics
Brand in West presentation
170323

2. www.lindex.com
Why neuroscience?
• Curiosity
• Need to understand more than traditional
research can answer
• Challenge to understand the effect of the
synergies between DM channels
• Neuroscience allowed us to go deeper.
• To measure how the brain actually reacts
• to different types of communication and to
understand both the conscious and the
unconscious
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3. www.lindex.com
Purpose
• The focus of the study has been to gain a
greater understanding of which channels
consumers process advertising message best
• What channel creates the best motivation,
emotional involvement and attention?
• In-depth understanding of the strengths of
each channel
• Better understanding of synergies when
combining physical and digital communication
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4. www.lindex.com
The survey
• The first global survey with real brands and
actual campaigns
• First Neuroscience study at Nordic level
• 200 respondents per country, 18-65 years old
• The interviews were conducted in a lab
environment designed to be as close to a
“home environment“ as possible
• Stimuli material - presented as real as
possible
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5. www.lindex.com
Stimulus material
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ICA
– Folder
(ODR)
& banner
IKEA
– Folder
(ODR)
& e-mail
LINDEX
– Folder (ADR)
& e-mail
Panduro Hobby
– Folder (ADR) &
digital folder

6. www.lindex.com
What is neuromarketing?
• Neuromarketing is the application of
neuroscience to marketing.
• Neuroscience is the scientific study of
the nervous system.
• It is used to better understand
human emotions, mental processes
and behavior.
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Source; Neurons Inc/PostNord

7. www.lindex.com
Neurometrics
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Key learning #1
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Key learning #2
• Print media creates better focus,
attention and call for action
– allowing the first exposure to build
a positive attitude to the brand
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12. www.lindex.com
Key learning #3
• Print media creates a stronger
emotional engagement
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Key learning #4
• Digital channels generate more
cognitive stress
– the consumer is more fragmented
and less likely to pay attention to
relevant messages and thereby
build a less emotional commitment
to the brand
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14. www.lindex.com
Key learning #5
• Digital ads give higher motivation in
smartphones compared to other
devices but also more stress
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Lindex learnings
• The general conclusion about 1+1=3 is
valid for Lindex as well, digital after
print enhances the emotional response
• The attention is much higher for
printed media in all cases but one:
Digital outperformed print in time spent
looking at products
• Crucial to be very clear to reduce
cognitive stress in digital, we want to
give our customers a joyful and
inspirational moment
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16. Tack!
Therese.blom@lindex.com