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Neuromarketing @ HEC Montreal

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Présentation effectuée à Orchestres Canada à HEC Montréal au sujet de la recherche en neuromarketing et du Tech3Lab.

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Neuromarketing @ HEC Montreal

  1. 1. Entre la souris et le cerveau:Comment le neuromarketing peutcontribuer à votre stratégie Internet Sylvain Sénécal, Ph.D. 28 mai 2012 v
  2. 2. Plan• Les consommateurs et les mesures• Le neuromarketing• Le Tech3Lab de HEC Montréal• Un exemple de projet neuromarketing• Mot de la fin
  3. 3. Les consommateurs et les mesures• Êtes-vous influençable?• Méthodes et mesures – Auto-administrées • Ex.: Questionnaire – Observation • Ex.: Comportements http://huehueteotl.wordpress.com/2009/01/ • Réponse plus objective
  4. 4. Le neuromarketing• Neuromarketing – utilisation des théories et méthodologies du domaine des neurosciences – afin d’analyser et comprendre les comportements des consommateurs (Lee et al. 2007).• Le corps humain comme outil de collecte de données objectives.
  5. 5. Salle de groupe
  6. 6. Salle individuelle
  7. 7. Émotions faciales
  8. 8. Oculométrie
  9. 9. Oculométrie
  10. 10. Électroencéphalographie
  11. 11. Mesures physiologiques
  12. 12. Triangulation des données
  13. 13. PROJET NEUROSCRIPT Sylvain Sénécal (HEC Montréal) Pierre-Majorique Léger (HEC Montréal) Marc Fredette (HEC Montréal) René Riedl (University of Linz)
  14. 14. Script: “Coherent sequence of events expected by theindividual, involving him either as a participant or as anobserver” (Abelson 1976)
  15. 15. Différences neurophysiologiques entreexperts et novices Hill and Schneider, 2006
  16. 16. Design expérimental One hour maximumIntrascript Questionnaire A A A A A A A A A A L QuestionnaireInterscript Questionnaire B C D E F G H I J K L Questionnaire
  17. 17. Résultats: Visites uniques de plusieurssites web différents
  18. 18. Résultats: Visites multiples d’un même siteweb
  19. 19. Résultats: Visite du dernier site web (nouveau) n=18 Intrascript Interscript P-value (one-way Mann-Withney) Esthétisme 4.63 4.65 46.4%Facilité d’utilisation 3.93 5.04 6.5% Qualité de l’information 4.96 4.57 73.0%Interactivité/Personalisation 4.00 4.18 42.9%
  20. 20. Et alors?• Faire venir vos visiteurs fréquemment sur votre site (relativement à ceux de vos concurrents). – Pourquoi? Ils en deviendront experts et percevront les sites concurrents comme moins facile à utiliser. • Pourquoi? Leur script sera basé sur votre site web. – Comment? Nouveau contenu, infolettre, promotions, etc.
  21. 21. Mot de la fin• Le neuromarketing est un sous-domaine de recherche en émergence qui permettra de mieux comprendre les mécanismes sous–jacents lorsque les consommateurs interagissent avec des organisations.• Avec le Tech3Lab, HEC Montréal est à l’avant- scène de cette recherche.
  22. 22. MERCI!THANK YOU! ss@hec.ca

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