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Optimizing online content
With the brain in mind.
#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
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THE BRAIN
#TLE2014The Live Event - London@KarstenLund
100 BILLION NEURONS
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#TLE2014The Live Event - London@KarstenLund
MORE POSSIBLE CONNECTIONS
THAN THERE ARE ATOMS IN THE UNIVERSE
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#TLE2014The Live Event - London@KarstenLund
FROM EARLY INFANCY
THE BRAIN IS A BATTLEGROUND
6
#TLE2014The Live Event - London@KarstenLund
THE TEENAGE BRAIN IS VICTIM OF
SHEAR MASS MURDER
7
#TLE2014The Live Event - London@KarstenLund
WHAT YOU ARE “EXPERIENCING” NOW
IS UP TO 15 SECONDS AGO
8
#TLE2014The Live Event - London@KarstenLund
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THE BRAIN
#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
The brain is an evolutionary masterpiece
– a biological prediction engin...
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#TLE2014The Live Event - London@KarstenLund
The brain is an evolutionary masterpiece
– a biological prediction engin...
#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
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The brain can instantly
recognize otherwise hidden patterns
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#TLE2014The Live Event - London@KarstenLund
… recognize
faces that are not there
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
And yet…
And yet… you most likely
missed the giant Godzilla
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
“Using fMRI for my new book Brandwashed we
discovered that (when iPhone use...
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#TLE2014The Live Event - London@KarstenLund
“Using fMRI for my new book Brandwashed
we discovered that (when iPhone use...
33
#TLE2014The Live Event - London@KarstenLund
“Using fMRI for my new book Brandwashed
we discovered that (when iPhone use...
34
#TLE2014The Live Event - London@KarstenLund
““The warning signs on cigarette packages can
actually make smokers urge mo...
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#TLE2014The Live Event - London@KarstenLund
““The warning signs on cigarette packages can
actually make smokers urge mo...
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Attention using Eyetracking
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
“The Unexpected Visitor”
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#TLE2014The Live Event - London@KarstenLund
… examine the painting freely
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#TLE2014The Live Event - London@KarstenLund
… estimate the material circumstances
of the family
40
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#TLE2014The Live Event - London@KarstenLund
… assess the ages of the characters
41
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#TLE2014The Live Event - London@KarstenLund
… determine the activities of the family
prior to the visitor’s arrival
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42
#TLE2014The Live Event - London@KarstenLund
… surmise how long the “unexpected
visitor” had been away
43
Attention
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#TLE2014The Live Event - London@KarstenLund
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There is Bottom Up
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#TLE2014The Live Event - London@KarstenLund
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There is Bottom Up
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#TLE2014The Live Event - London@KarstenLund
Bottom-up driven attention refers to the quasi-automa...
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There is Bottom Up
46
#TLE2014The Live Event - London@KarstenLund
Or.. The stuff we bump into
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It’s Effortless
47
#TLE2014The Live Event - London@KarstenLund
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It’s Unconscious
48
#TLE2014The Live Event - London@KarstenLund
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It’s Always On
49
#TLE2014The Live Event - London@KarstenLund
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There is Top Down
50
#TLE2014The Live Event - London@KarstenLund
Top-down attention mechanisms can further be broken do...
51
There is Top Down
51
#TLE2014The Live Event - London@KarstenLund
Or… The stuff we look for
52
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#TLE2014The Live Event - London@KarstenLund
It’s effortfull
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#TLE2014The Live Event - London@KarstenLund
It’s conscious
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#TLE2014The Live Event - London@KarstenLund
It’s not always on
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#TLE2014The Live Event - London@KarstenLund
It’s Either Or
80
20
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#TLE2014The Live Event - London@KarstenLund
To be fair… there is also Neither
57
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#TLE2014The Live Event - London@KarstenLund
To be fair… there is also Neither
Facial recognition, reading, symmetry ...
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#TLE2014The Live Event - London@KarstenLund
Example… Where is Waldo
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
Example… “The unexpected visitor”
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#TLE2014The Live Event - London@KarstenLund
The Slider – What to do?
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#TLE2014The Live Event - London@KarstenLund
UNLESS – You do it right…
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PROSPECTIVE MEMORY
74
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#TLE2014The Live Event - London@KarstenLund
When you think about the future
You experience it like a memory you alre...
75
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#TLE2014The Live Event - London@KarstenLund
When optimizing content
You need to know what people are likely to pay a...
NEUROVISION
NEUROVISION
Bottom Up
NEUROVISION
Bottom Up
79
Predicting how popular a video will be (84%)
#TLE2014The Live Event - London@KarstenLund
80
Ganni.com
#TLE2014The Live Event - London@KarstenLund
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Ganni.com
#TLE2014The Live Event - London@KarstenLund
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Ganni.com
#TLE2014The Live Event - London@KarstenLund
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Ganni.com
#TLE2014The Live Event - London@KarstenLund
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Ganni.com
#TLE2014The Live Event - London@KarstenLund
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Ganni.com
#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
Create Better Tests & Hypothesis
Knowing what implications a (change of)...
87
#TLE2014The Live Event - London@KarstenLund
Now that was attention…
What about emotion?
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#TLE2014The Live Event - London@KarstenLund
•  ATTENTION – what are consumers noticing and missing?
•  AROUSAL – wha...
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
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#TLE2014The Live Event - London@KarstenLund
In-Store Emotion & Attention Test
… To see if exposure of an ad has any ...
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#TLE2014The Live Event - London@KarstenLund
Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG...
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#TLE2014The Live Event - London@KarstenLund
Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG...
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#TLE2014The Live Event - London@KarstenLund
Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG...
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#TLE2014The Live Event - London@KarstenLund
Brain responses predict purchase
First second brain responses to product...
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#TLE2014The Live Event - London@KarstenLund
THANK YOU FOR YOUR TIME!
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Optimizing Online Content - With the Brain in Mind

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Traditional methods for understanding online customers only understand their conscious minds.

Discover how to use neuroscience to assess and affect the unconscious drivers of choice in an online environment, such as attention, emotional response, motivation and cognitive load.

Neuroscience can help you create better tests and control variations by revealing what automatically attracts visitor attention; what motivates clicks versus abandons; and, when your pages contain too much information.

Published in: Internet, Travel, Business
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Optimizing Online Content - With the Brain in Mind

  1. 1. 1 Optimizing online content With the brain in mind. #TLE2014The Live Event - London@KarstenLund
  2. 2. 2 #TLE2014The Live Event - London@KarstenLund
  3. 3. 3 THE BRAIN #TLE2014The Live Event - London@KarstenLund
  4. 4. 100 BILLION NEURONS 4 #TLE2014The Live Event - London@KarstenLund
  5. 5. MORE POSSIBLE CONNECTIONS THAN THERE ARE ATOMS IN THE UNIVERSE 5 #TLE2014The Live Event - London@KarstenLund
  6. 6. FROM EARLY INFANCY THE BRAIN IS A BATTLEGROUND 6 #TLE2014The Live Event - London@KarstenLund
  7. 7. THE TEENAGE BRAIN IS VICTIM OF SHEAR MASS MURDER 7 #TLE2014The Live Event - London@KarstenLund
  8. 8. WHAT YOU ARE “EXPERIENCING” NOW IS UP TO 15 SECONDS AGO 8 #TLE2014The Live Event - London@KarstenLund
  9. 9. 9 THE BRAIN #TLE2014The Live Event - London@KarstenLund
  10. 10. 10 10 #TLE2014The Live Event - London@KarstenLund The brain is an evolutionary masterpiece – a biological prediction engine.
  11. 11. 11 11 #TLE2014The Live Event - London@KarstenLund The brain is an evolutionary masterpiece – a biological prediction engine. … But far from perfect
  12. 12. #TLE2014The Live Event - London@KarstenLund 12
  13. 13. #TLE2014The Live Event - London@KarstenLund 13
  14. 14. #TLE2014The Live Event - London@KarstenLund 14
  15. 15. #TLE2014The Live Event - London@KarstenLund 15
  16. 16. The brain can instantly recognize otherwise hidden patterns 16 #TLE2014The Live Event - London@KarstenLund
  17. 17. … recognize faces that are not there 17 #TLE2014The Live Event - London@KarstenLund
  18. 18. 18 #TLE2014The Live Event - London@KarstenLund And yet…
  19. 19. And yet… you most likely missed the giant Godzilla 19 #TLE2014The Live Event - London@KarstenLund
  20. 20. 20 20 #TLE2014The Live Event - London@KarstenLund
  21. 21. 21 21 #TLE2014The Live Event - London@KarstenLund
  22. 22. 22 22 #TLE2014The Live Event - London@KarstenLund
  23. 23. 23 23 #TLE2014The Live Event - London@KarstenLund
  24. 24. 24 24 #TLE2014The Live Event - London@KarstenLund
  25. 25. 25 25 #TLE2014The Live Event - London@KarstenLund
  26. 26. #TLE2014The Live Event - London@KarstenLund 26
  27. 27. 27 #TLE2014The Live Event - London@KarstenLund
  28. 28. 28 #TLE2014The Live Event - London@KarstenLund
  29. 29. 29 #TLE2014The Live Event - London@KarstenLund
  30. 30. 30 #TLE2014The Live Event - London@KarstenLund
  31. 31. 31 #TLE2014The Live Event - London@KarstenLund “Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.” Martin Lindstrøm
  32. 32. 32 #TLE2014The Live Event - London@KarstenLund “Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.” Martin Lindstrøm
  33. 33. 33 #TLE2014The Live Event - London@KarstenLund “Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.” Martin Lindstrøm Russ Poldrack http://zite.to/q3Jbz8 “Insular cortex may well be associated with feelings of love and compassion, but this hardly proves that we are in love with our iPhones.  In Tal Yarkoni’s recent paper in Nature Methods, we found that the anterior insula was one of the most highly activated part of the brain, showing activation in nearly 1/3 of all imaging studies!  So far as I can tell, this particular reverse inference was simply fabricated from whole cloth.  I would have hoped that the NY Times would have learned its lesson from the last episode.”
  34. 34. 34 #TLE2014The Live Event - London@KarstenLund ““The warning signs on cigarette packages can actually make smokers urge more for a cigarette!!!”” Martin Lindstrøm Nucleus Accumbens
  35. 35. 35 #TLE2014The Live Event - London@KarstenLund ““The warning signs on cigarette packages can actually make smokers urge more for a cigarette!!!”” Martin Lindstrøm Nucleus Accumbens
  36. 36. 36 Attention using Eyetracking 36 #TLE2014The Live Event - London@KarstenLund
  37. 37. 37 37 #TLE2014The Live Event - London@KarstenLund “The Unexpected Visitor”
  38. 38. 38 38 #TLE2014The Live Event - London@KarstenLund … examine the painting freely
  39. 39. 39 39 #TLE2014The Live Event - London@KarstenLund … estimate the material circumstances of the family
  40. 40. 40 40 #TLE2014The Live Event - London@KarstenLund … assess the ages of the characters
  41. 41. 41 41 #TLE2014The Live Event - London@KarstenLund … determine the activities of the family prior to the visitor’s arrival
  42. 42. 42 42 #TLE2014The Live Event - London@KarstenLund … surmise how long the “unexpected visitor” had been away
  43. 43. 43 Attention 43 #TLE2014The Live Event - London@KarstenLund
  44. 44. 44 There is Bottom Up 44 #TLE2014The Live Event - London@KarstenLund
  45. 45. 45 There is Bottom Up 45 #TLE2014The Live Event - London@KarstenLund Bottom-up driven attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as moving stimuli, and stimuli of high local luminance contrast
  46. 46. 46 There is Bottom Up 46 #TLE2014The Live Event - London@KarstenLund Or.. The stuff we bump into
  47. 47. 47 It’s Effortless 47 #TLE2014The Live Event - London@KarstenLund
  48. 48. 48 It’s Unconscious 48 #TLE2014The Live Event - London@KarstenLund
  49. 49. 49 It’s Always On 49 #TLE2014The Live Event - London@KarstenLund
  50. 50. 50 There is Top Down 50 #TLE2014The Live Event - London@KarstenLund Top-down attention mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’. The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape
  51. 51. 51 There is Top Down 51 #TLE2014The Live Event - London@KarstenLund Or… The stuff we look for
  52. 52. 52 52 #TLE2014The Live Event - London@KarstenLund It’s effortfull
  53. 53. 53 53 #TLE2014The Live Event - London@KarstenLund It’s conscious
  54. 54. 54 54 #TLE2014The Live Event - London@KarstenLund It’s not always on
  55. 55. 55 55 #TLE2014The Live Event - London@KarstenLund It’s Either Or 80 20
  56. 56. 56 56 #TLE2014The Live Event - London@KarstenLund To be fair… there is also Neither
  57. 57. 57 57 #TLE2014The Live Event - London@KarstenLund To be fair… there is also Neither Facial recognition, reading, symmetry etc. considered as neither top down nor bottom up.
  58. 58. 58 58 #TLE2014The Live Event - London@KarstenLund Example… Where is Waldo
  59. 59. 59 59 #TLE2014The Live Event - London@KarstenLund
  60. 60. 60 60 #TLE2014The Live Event - London@KarstenLund
  61. 61. 61 61 #TLE2014The Live Event - London@KarstenLund
  62. 62. 62 62 #TLE2014The Live Event - London@KarstenLund
  63. 63. 63 63 #TLE2014The Live Event - London@KarstenLund Example… “The unexpected visitor”
  64. 64. 64 64 #TLE2014The Live Event - London@KarstenLund
  65. 65. 65 65 #TLE2014The Live Event - London@KarstenLund
  66. 66. 66 66 #TLE2014The Live Event - London@KarstenLund
  67. 67. 67 67 #TLE2014The Live Event - London@KarstenLund
  68. 68. 68 68 #TLE2014The Live Event - London@KarstenLund
  69. 69. 69 #TLE2014The Live Event - London@KarstenLund The Slider – What to do?
  70. 70. 70 #TLE2014The Live Event - London@KarstenLund
  71. 71. 71 #TLE2014The Live Event - London@KarstenLund UNLESS – You do it right…
  72. 72. 72 #TLE2014The Live Event - London@KarstenLund
  73. 73. 73 PROSPECTIVE MEMORY
  74. 74. 74 74 #TLE2014The Live Event - London@KarstenLund When you think about the future You experience it like a memory you already have had
  75. 75. 75 75 #TLE2014The Live Event - London@KarstenLund When optimizing content You need to know what people are likely to pay attention to
  76. 76. NEUROVISION
  77. 77. NEUROVISION Bottom Up
  78. 78. NEUROVISION Bottom Up
  79. 79. 79 Predicting how popular a video will be (84%) #TLE2014The Live Event - London@KarstenLund
  80. 80. 80 Ganni.com #TLE2014The Live Event - London@KarstenLund
  81. 81. 81 Ganni.com #TLE2014The Live Event - London@KarstenLund
  82. 82. 82 Ganni.com #TLE2014The Live Event - London@KarstenLund
  83. 83. 83 Ganni.com #TLE2014The Live Event - London@KarstenLund
  84. 84. 84 Ganni.com #TLE2014The Live Event - London@KarstenLund
  85. 85. 85 Ganni.com #TLE2014The Live Event - London@KarstenLund
  86. 86. 86 86 #TLE2014The Live Event - London@KarstenLund Create Better Tests & Hypothesis Knowing what implications a (change of) design has
  87. 87. 87 #TLE2014The Live Event - London@KarstenLund Now that was attention… What about emotion?
  88. 88. 88 88 #TLE2014The Live Event - London@KarstenLund •  ATTENTION – what are consumers noticing and missing? •  AROUSAL – what engages consumers? •  MOTIVATION – what gains consumer interest, what generates desire? •  COGNITIVE LOAD – information overload? The Metrics…
  89. 89. 89 #TLE2014The Live Event - London@KarstenLund
  90. 90. 90 #TLE2014The Live Event - London@KarstenLund
  91. 91. 91 91 #TLE2014The Live Event - London@KarstenLund In-Store Emotion & Attention Test … To see if exposure of an ad has any affect on choice
  92. 92. 92 92 #TLE2014The Live Event - London@KarstenLund Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3
  93. 93. 93 93 #TLE2014The Live Event - London@KarstenLund Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 CONTROL GROUP! TEST GROUP!
  94. 94. 94 94 #TLE2014The Live Event - London@KarstenLund Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 PRODUCT FIXATION MOTIVATION SCORE
  95. 95. 95 95 #TLE2014The Live Event - London@KarstenLund Brain responses predict purchase First second brain responses to products were highly predictive of actual purchase
  96. 96. 96 #TLE2014The Live Event - London@KarstenLund THANK YOU FOR YOUR TIME!

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