ConsumerBrain
Neuromarketing Research Tool




          Decoding purchasing behavior
Who we are

Synergon Consulting is a management and strategy consulting company
Projects in: Romania, Bulgaria, Ukraine, H...
Some of our clients

Financial Services   Telecom     Manufacturing   Retail/FMCG   Pharma




                           ...
Need for objectivity in marketing


Traditional research techniques (focus groups, questionnaires)
capture what customers ...
Neuromarketing

A new discipline emerged: neuromarketing - it focuses on analyzing and
understanding human behavior in mar...
Neuromarketing

Through extensive experimental research, there has been proved a
direct link between various brain mechani...
Neuromarketing

Well-known research institutes have been involved for the last decade in
mapping brain regions responsible...
Neuroscientific techniques

Behind consumer purchasing behaviors we find basic
needs: rewards, pleasure, emotions, motivat...
Neuroscientific techniques

ConsumerBrain is a neuroscientific technique which investigates the
functioning of brain mecha...
ConsumerBrain – description

Exercises such as those comprised by ConsumerBrain have been used in the
Brain Mapping projec...
ConsumerBrain - description

The task/exercise Affective              Studies at Oxford University,
Switching has been pro...
ConsumerBrain - Advantages


On-line, fast administration – approx. 50 min
Eliminates traditional research biases
Raw data...
ConsumerBrain - Applications

By identifying consumer purchasing drivers, the instrument can
provide valuable data for var...
Applications – example 1

Brand loyalty is due to the functioning of the reversal/extinction brain mechanism, which has
th...
Applications – example 2

Emotional branding implies elevating the role of emotional feelings
(besides rational informatio...
If you think that finding consumer purchasing drivers is critical and
feel that objectivity of the research data is paramo...
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Presentation Consumer Brain

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ConsumerBrain - the new customer profiling tool which is
presented below has been designed to investigate the real
triggers of customers’ purchasing decisions.

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Presentation Consumer Brain

  1. 1. ConsumerBrain Neuromarketing Research Tool Decoding purchasing behavior
  2. 2. Who we are Synergon Consulting is a management and strategy consulting company Projects in: Romania, Bulgaria, Ukraine, Holland, UK Four areas of expertise: Corporate Strategy (M&A commercial due-diligence, industry analysis, etc.) Business Process Mapping & Operations Improvement Human Resources Management Marketing (customer segmentation, pricing, advertising efficiency, etc.) We use value-added tools in our projects – ConsumerBrain is one of them Decoding purchasing behavior
  3. 3. Some of our clients Financial Services Telecom Manufacturing Retail/FMCG Pharma Decoding purchasing behavior
  4. 4. Need for objectivity in marketing Traditional research techniques (focus groups, questionnaires) capture what customers SAY, not what they DO Management decisions are based on customer stated preferences and not on their real purchasing drivers Usual research errors for traditional techniques include: projection bias, desirability bias, social conformity, etc. In order to understand and anticipate behaviours, we have to focus on measuring the triggers of behaviours Decoding purchasing behavior
  5. 5. Neuromarketing A new discipline emerged: neuromarketing - it focuses on analyzing and understanding human behavior in marketing exchanges through the use of neuroscientific methods (fMRI, MEG, PET, GSR) It evaluates the neurological drivers (brain mechanisms) of consumer behavior Applies and integrates research data from: behavioral neuroscience, psychology, physiology and marketing Decoding purchasing behavior
  6. 6. Neuromarketing Through extensive experimental research, there has been proved a direct link between various brain mechanisms and specific behaviors Brain mechanisms Specific Behaviors Decoding purchasing behavior
  7. 7. Neuromarketing Well-known research institutes have been involved for the last decade in mapping brain regions responsible for various human behaviors (Harvard, Stanford, Cornell, Sackler Institute, London Business School, California Institute of Technology, etc.) Decoding purchasing behavior
  8. 8. Neuroscientific techniques Behind consumer purchasing behaviors we find basic needs: rewards, pleasure, emotions, motivations, etc. These basic needs are determined / modulated in the brain by several neurotransmitters (dopamine, serotonin, noradrenalin) Genetic differences in the systems that regulate these chemicals determine individual differences among people The functioning of neurotransmitters (behaviour triggers) can be identified through the use of neuroscientific techniques Decoding purchasing behavior
  9. 9. Neuroscientific techniques ConsumerBrain is a neuroscientific technique which investigates the functioning of brain mechanisms (neurotransmitters) in order to identify consumer purchasing drivers and anticipate future behaviors The tool integrates several exercises which contain only visual stimuli Decoding purchasing behavior
  10. 10. ConsumerBrain – description Exercises such as those comprised by ConsumerBrain have been used in the Brain Mapping project (together with neuroimaging findings and correlative data) to evaluate brain mechanisms. Raw data collected (parameters such as: reaction time, number of errors, number of trials) are interpreted using scientific research and show the functioning of specific brain mechanisms (which influence our purchasing decisions). Decoding purchasing behavior
  11. 11. ConsumerBrain - description The task/exercise Affective Studies at Oxford University, Switching has been proved and Emory University have (Cambridge University, Brain Driver of mapped the functioning of the Research Institute) to investigate the Consumer “Reward brain network” “Reward brain network” Behaviour (amygdale, corpus striatum, (dopaminergic trajectory), which (Novelty Seeking) insular cortex, cortex cingulated determines human behaviour of rostral and orbit-frontal median. exploration and novelty processing. Decoding purchasing behavior
  12. 12. ConsumerBrain - Advantages On-line, fast administration – approx. 50 min Eliminates traditional research biases Raw data obtained (reaction time, number of errors, number of trials) are analyzed based on functional statistics emerged from extensive research Allows easy customisation for various research objectives Provides the most objective data for management decisions Decoding purchasing behavior
  13. 13. ConsumerBrain - Applications By identifying consumer purchasing drivers, the instrument can provide valuable data for various projects: Customer segmentation Pricing Product design Increasing brand loyalty Improving advertising efficiency Emotional branding Decoding purchasing behavior
  14. 14. Applications – example 1 Brand loyalty is due to the functioning of the reversal/extinction brain mechanism, which has the role of up-dating our behavior/attitude based on the changes in the reward value of the product. This mechanism has a specific location in the brain, connecting the orbitofrontal/cingulate cortex with nucleus accumbens and limbic system. Differences in the functioning of this brain mechanism make people manifest a specific purchasing behavior. Loyalty toward a product is mediated by the consumers’ tolerance to frustration, which is given by the functioning of the reward learning brain mechanism. For some people, this brain mechanism is very sensitive to non-reward situations (lack of product on shelf, higher price than expected, etc), and in this case they will tend to override their preferences and purchase something else (cheaper, available, etc). Decoding purchasing behavior
  15. 15. Applications – example 2 Emotional branding implies elevating the role of emotional feelings (besides rational information) for consumers who make purchasing decisions. Connecting on emotional level and triggering the desired responses means to understand the role of all 5 senses (actually 10) involved For example, in case of hunger sensation, besides the taste, there are also involved the visceral and chemical senses, which integrate information from blood and internal organs (ex. stomach). Knowing how to integrate all senses for example in product design or marketing campaigns would result in increased revenues. Decoding purchasing behavior
  16. 16. If you think that finding consumer purchasing drivers is critical and feel that objectivity of the research data is paramount important, then ConsumerBrain is the right tool for you! Contact us for more information at: Synergon Consulting Cal. Victoriei nr. 136, Et. 4, Ap. 39, Sect. 1, Bucuresti Tel/Fax: +40 21 3100 415, Email: office@synergonconsulting.ro www.synergonconsulting.ro www.consumerbrain.ro Decoding purchasing behavior

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