Introduction to Neuromarketing - Neural sense

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An introduction to the world of Neuromarketing, along with case studies, and how we offer neuromarketing to businesses

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  • An interesting part of this ad is the contempt experienced when the caller introduces himself; likely because of the telemarketer-like approach adopted by the caller. Furthermore, the strong negative valence at the point where Mr Donovan excitedly shouts is a result of irritation (the tone and amplitude of his voice) and/or jealousy (of him winning the money), even though the listener is initially happy when they hear that Mr Donovan has won R200k (as is evident from the high positive valence where the caller says he has won R200k). An excellent point in the ad is where alarm/surprise is created by the announcing of the fact that the R200k is in fact for charity. This is great at keeping the listener's attention, especially since this is followed by positive valence (happiness and joy) and arousal, due to Mr Donovan's comical response to the news. The listener has mixed feelings about the R200k winnings going to charity, as is evident by the disappointment (and happiness) where the ad mentions "instead of giving you R200k, we're giving it to charity". It would be interesting to see if the Liqui-Fruit brand could be successfully integrated into the positively valence areas, for example by mentioning "Liqui-Fruit" instead of "we", in order to improve Liqui-Fruit brand recall for the ad. A positive element of the ad is the positive valence where the ad asks the listener to visit liquifruit.co.za, however the low arousal levels at this point may indicate that there is little motivation for the listener to act. Perhaps a small incentive for the listener could be incorporated in order to leverage the listener's "what's in it for me" reflex... while still giving the opportunity to do something altruistic.
  • An interesting part of this ad is the contempt experienced when the caller introduces himself; likely because of the telemarketer-like approach adopted by the caller. Furthermore, the strong negative valence at the point where Mr Donovan excitedly shouts is a result of irritation (the tone and amplitude of his voice) and/or jealousy (of him winning the money), even though the listener is initially happy when they hear that Mr Donovan has won R200k (as is evident from the high positive valence where the caller says he has won R200k). An excellent point in the ad is where alarm/surprise is created by the announcing of the fact that the R200k is in fact for charity. This is great at keeping the listener's attention, especially since this is followed by positive valence (happiness and joy) and arousal, due to Mr Donovan's comical response to the news. The listener has mixed feelings about the R200k winnings going to charity, as is evident by the disappointment (and happiness) where the ad mentions "instead of giving you R200k, we're giving it to charity". It would be interesting to see if the Liqui-Fruit brand could be successfully integrated into the positively valence areas, for example by mentioning "Liqui-Fruit" instead of "we", in order to improve Liqui-Fruit brand recall for the ad. A positive element of the ad is the positive valence where the ad asks the listener to visit liquifruit.co.za, however the low arousal levels at this point may indicate that there is little motivation for the listener to act. Perhaps a small incentive for the listener could be incorporated in order to leverage the listener's "what's in it for me" reflex... while still giving the opportunity to do something altruistic.
  • Introduction to Neuromarketing - Neural sense

    1. 1. Neural SenseIntroduction to Neuromarketing
    2. 2. Agenda: The Brain & Marketing• Background – Why the brain in Neuromarketing – Anatomy for Marketers – Emotions & Reason• Traditional Marketing Research pitfalls – Neuromarketing’s Relevance• Neuromarketing Techniques – Technologies – How we Package them• Case Studies
    3. 3. BackgroundWhy the Brain in Neuromarketing?
    4. 4. The Brain According to Plato
    5. 5. The Brain as it Really Is
    6. 6. Why the Brain in Neuromarketing• System 1 vs. System 2 (Kahnemann D)• The Subconscious & Emotional brain integral to consumer decision making• We are not the rational agents economists historically thought us to be• Heuristics that we apply – Affect Heuristics – Availability Heuristics – Recency Bias – Anchoring
    7. 7. Pioneering Better Branding & Marketing• Customers bombarded with messages every day – Retina sends 10m bits/second to the brain• Emotions key to decision making process and the relationships we have with brands• Does brand image communicate correct emotion convincingly?
    8. 8. When Emotions Make Better Decisions
    9. 9. BackgroundAnatomy for Marketers
    10. 10. Anatomy for Marketers• Tripartite brain• Cortex and Limbic System• Cortex has 4 lobes (Frontal, Temporal, Parietal and Occipital)• Frontal – Decision making, planning, concentration, attention, reasoning• Temporal – Auditory processing, auditory sensory integration• Parietal – Visual Spatial processing• Occipital – Visual Processing, mirroring, visual analysis
    11. 11. Limbic System - brief Memory formation and emotional Meaning memory processing with Temporal lobe Emotional processing, emotional intensity andemotional learning center
    12. 12. The Amygdala
    13. 13. BackgroundEmotions and Reason
    14. 14. Emotion vs Feelings • 95% of Mental Activity is Subconscious • Emotions = Subconscious • Feelings = Cognitively Filtered • Traditional Research only accesses FeelingsIs it prudent to base decisions based on 2% of our mental activity?
    15. 15. © 2011. All Rights Reserved. Fact: Emotion Sells • 880 UK Case Studies – IPA • Emotional Messages Trumpon Effectiveness Awards Rational Ones 880 U.K. Case Studies • “Soft Sell” can reduce price sensitivity • Enduring sense of brand differentiation Source: IPA Effectiveness Awardsarch 2nd , 2009
    16. 16. Emotional Processing
    17. 17. Traditional Research Pitfalls Neuromarketing’s Relevance
    18. 18. Traditional Research Pitfalls• Tendency towards pleasing the interviewer – What answer would a good person give? Or – What answer does the interviewer want to hear? (Hawthorne/Halo effect)• Relies heavily on cognitive filtering of emotions• Not always accurately interpreted• Conscious perceptions less than 5% of full perceptual experience
    19. 19. Traditional Research Pitfalls• TV/Radio Ads – Specificity of emotional response – Intensity of response – Inaccuracy of self-report – Response Latency – Focus Group pitfalls• Product Design/Packaging – What aspects are most appealing?
    20. 20. The Relevance of NeuromarketingWe need to understand the decision makinglandscape that is coloured by emotion and subconscious thought processes
    21. 21. Advent of Neuromarketing Neuromarketing Techniques
    22. 22. Neuromarketing Techniques• Psychophysiological measures – Heart Rate (variability) – Skin Conductance – Temperature – Breathing rate• Neurological Measures – Electroencephalograph (EEG) – Functional Magnetic Resonance Imaging (fMRI)• Facial Coding Analysis
    23. 23. Neuromarketing Techniques• Questionnaires – Social Psychology measures – Measures of belief systems – Metacognitions – Memory and attention checks• Other Neuromarketing measures – Eye-tracking
    24. 24. How We Package Them• Emotive Basic• Emotive Plus Granularity• Emotive Advanced• Emotive Professional• Emotive Investigate• Recommended number of respondents: 30
    25. 25. Emotive Plus• Galvanic Skin Response• Measure levels of arousal during stimulus response• Powerful for ethnographic testing• Applications – Ad testing (radio, TV) – Ethnographic (product experience) – Logo Design – Product Design – Taste-testing
    26. 26. Demonstration
    27. 27. Emotive Advanced• Electroencphelography• Measure levels brain activity during stimulus presentation• Good for measuring Arousal, Valence, Memorability, Attention• Applications – Ad testing (radio, TV, print) – Logo Design – Product Design – Taste-testing
    28. 28. EEG: How it Works• Sensors measure electrical potentials on scalp• Provides output for – Location on the scalp (brain region) – Type of Brain Wave • Alpha - Consciousness • Beta - Concentration • Delta - Disengagement • Theta – Emotion/Memory processing • Gamma – Integration of ideas
    29. 29. Emotive Professional• Facial Coding• Measure facial muscle movements• Powerful at measuring emotional responses to stimuli• Applications – Ad testing (radio, TV, print) – Logo Design – Product Design – Casting testing – Focus Groups & Indepth Interviews
    30. 30. Facial Coding?• Charles Darwin 1872• Facial Expressions are – Universal – Spontaneous – Abundant
    31. 31. How Facial Coding Works• We’re all facial coders• Facial Expressions can be shown• 43 Facial Muscles• 23 Action Units• 6 Core Emotions
    32. 32. Emotive Investigate• Functional Magnetic Resonance Imaging• Measure levels brain activity during stimulus presentation• Good for investigating fine-grained response and brain processes• Applications – Ad testing (radio, TV, print) – Logo Design – Product Design – Taste-testing
    33. 33. Neuromarketing in Action Case study samples
    34. 34. Brands Using Neuromarketing
    35. 35. Campbell Soups Example
    36. 36. Research on New Scientist
    37. 37. Research with New Scientist
    38. 38. Testing Ads with Emotive Advanced• We tested 3 different Advertisements: – Individually to ascertain strong & weak points – Comparatively to ascertain which is most effective• Using Neuromarketing Techniques – No questionnaires, just psychophysiological measures
    39. 39. NeuroMarketing? Use: Focus Groups &Traditional research Questionnaires5% Thought Processes In this study we used: EEG & GSRNeuromarketing95% Thought Processes
    40. 40. Sample Radio Ad
    41. 41. Galvanic Skin Response Snapshot 20 secs “…woo hoo, woo hoo”
    42. 42. Emotional Processing (EEG)Emotional Processing 20.5 sec: Moderate emotional engagementCognitive Processing 32sec: High Cognitive processing
    43. 43. Valence/Arousal (EEG) Arousal Valence
    44. 44. Testing a TV AdEmotive Professional
    45. 45. Facial Coding in Action
    46. 46. Neuromarketing Conclusions
    47. 47. Neuromarketing – in its teens• Neuromarketing is still a growing field• Many conclusions are being drawn without proper scientific foundation – E.g. “iPhone Love” – Very small sample sizes• Industry Standards still to be set: NMBSA• Popularity is growing
    48. 48. Finding the Buy Button?
    49. 49. Additional Resources Neural Sense @NeuralSense Neuralsense.wordpress.com Emotionomics How We Decide Buyology
    50. 50. Thank You Neural Sensebrandon.bester@neuralsense.co.zadavid.rosenstein@neuralsense.co.za 082 780 8916 f: /NeuralSense t: /NeuralSense www.neuralsense.co.za

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