David Kepron - In Search Of The Millennial Brain: Experience Design For The Next Generation
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Presentation: In Search Of The Millennial Brain: Experience Design For The Next Generation We know the digital native generation wants "experiences" but how does this align with retail's need to retain a generation's interest, gain loyalty, change behaviors in virtual and physical environments? Digital is not just new media but a new way of thinking, a genuine rewiring of Millennial processes and expectations. How should marketers in and out of store rethink their own approach to persuasive "experiences" that change hearts, minds and bottom lines. PRESENTER David Kepron, Creative Director, Brand Experience Studio
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David Kepron - In Search Of The Millennial Brain: Experience Design For The Next Generation
- 1. David Kepron, AIA, LEED BD+C, RDI Creative Director – Brand Experience Studio Little In Search Of The Millennial Brain: Experience Design For The Next Generation
- 2. David Kepron, AIA, LEED BD+C, RDI Creative Director – Brand Experience Studio Little
- 3. David Kepron, AIA, LEED BD+C, RDI Creative Director – Brand Experience Studio Little CUSTOMER EXPERIENCE relationship, place, story, ritual and play THE CUSTOMER’S BRAIN emotional, pattern predictor, mirror THE DIGITAL CUSTOMER powerful, connected, performer, marketer, co-creator
- 4. CUSTOMER EXPERIENCE RELATIONSHIP, PLACE, STORY, RITUAL, AND PLAY
- 5. Experience
- 10. It’s about PLAY
- 16. THE CUSTOMER’S BRAIN UNDERSTANDING THE DYNAMIC RELATIONSHIP BETWEEN THE BRAIN AND THE PLACES WHERE WE SHOP
- 17. Brain Basics
- 20. superhighways country roads cow paths
- 23. NEURAL FIRING PATTERNS create thoughts, feelings and behaviors (more digital than analog)
- 24. fire together wire together
- 25. SYNAPTIC PRUNING Use it or lose it
- 27. THE PLEASURE CENTERdiscovered in the 1950s by James Olds and Peter Milner discovered by Wolfram Schultz at Cambridge University in the 1970s “PREDICTION NEURONS”
- 37. monkey see… MONKEY DOhuman see… HUMAN FEEL
- 41. NOVELTY
- 42. Babies are surprised when impossible things happen Babies who saw a surprising event learned new information more efficiently than babies who san the expected event Babies choose to explore objects that defy their expectations Babies can use their sophisticated knowledge about the world about the way things behave to guide their future learning
- 43. THE DIGITALLY ENABLED CUSTOMER POWERFUL, CONNECTED, KNOWLEDGABLE, PERFORMER, MARKETER AND CO-CREATOR
- 45. 72 hours of video posts to YouTube 347 blog posts 700,000 Facebook entries 278,000 Tweets 204,000,000 e-mails sent
- 46. of cell phone owners find themselves picking up their phone to check messages, alerts, or calls even when they are fully aware that the device is NOT ringing, pinging or vibrating - Pew Internet and American Life Project
- 47. of cell owners say they sleep with their cell phones next to their bed because they want to make sure they don’t miss any calls, texts, or other updates- Pew Internet and American Life Project
- 48. The recent high-tech revolution has immersed us in a state of CONTINUOUS PARTIAL ATTENTION which differs from multitasking.
- 49. Our brains areas responsible for fight, flight or freeze responses are bathed in adrenaline leading to a stress-reactive brain.
- 53. Sarah Konrath – University of Michigan – Aug. 2010 Students graduating college today are 40% less empathic than their predecessors.
- 55. “When wireless is perfectly applied, the whole earth will be converted to a huge brain, which in fact it is. All things being particles of a real and rhythmic whole… and instruments through which we shall be able to do this will be amazingly simple compared with our present telephone. A man will be able to carry one in his vest pocket” – Nikola Tesla – 1926 Colliers Magazine
- 56. The power of digital technology is that it has the intrinsic ability to extend one shopper’s mind to the world…
- 57. technology has enabled us to connect across a vast geographic and interpersonal landscape close-knit & embodied social groups multi-dimensional, digitally connected, cognitive network.
- 58. Cognitive Coalition Paradox A COGNITIVE COALITION of brand loyalists - a single shopper’s mind extended to the global shopper network INDIVIDUALS within the matrix of co-mingled minds
- 59. The retail world is no longer a two-dimensional landscape, but a three-dimensional, interactive, multi-layered sphere of interdependencies. – THE BUYOSPERE
- 60. man the maker
- 61. Oxford English Dictionary 2013 Word of the Year “selfie” “The word beat rivals: “twerk” “binge-watch” and “showrooming” usage of the word “selfie” increased by an incredible 17,000 % in the past year
- 62. Nothing will be more relevant than the things they create because they are uniquely about them.
- 63. T H E M A R K E T S E G M E N T O F O N E THE BRAND OF ME
- 64. “CREATIVE COLLABORATIVE CONSUMERISM” Customer Created Content Customer Created Places C 3
- 68. “TECHNEMPATHY”
- 69. “Value is not intrinsic; it is not in things. It is within us; it is the way which man reacts to the conditions of his environment.” - Pablo Picasso EXPERIENCE is not outside of us.
Editor's Notes
- The Buying Brain – Dr. A.K. Pradeep Pg. 17 100,00 years ago life is nasty – brutish and short Competition for food is fierce Predators every where Humans had to develop secret weapons: refined hand movements – opposing thumbs Refine tools and weapons – good hunting and defending Human trachea descends into throat – vocalizations becomes more distinct and communication more effectively Pg. 18 as brain continues to grow in size – so must the skull that carries it If skull grows in synch with brain growth then it can not pass through the woman’s pelvis and the pelvis would grow to a size that would make running impossible Instead of continuing to grow, it folds in on itself creating grooves / valleys to fit into the skull Babies heads are small enough to pass through the pelvis but need a lot of development Pg. 19 100,000 years ago the brain reaches it current size and configuration Brain becomes attuned to social and environmental needs Encounters were filtered and filed via 6 human emotions: Sadness Fear Anger Disgust Happiness Surprise (contempt) Pg.20 “prefrontal cortex - the most advanced part of the brain, begins conducting its symphony including long-range planning, learning socially appropriate behavior and task switching”
- Add notes on: EEG (“electroencephalography”)
- fMRI (“Functional magnetic Resonance Imaging”) effectiveness in determining brain activity in response to environmental circumstances by measuring the increase in oxygen in the flow of blood within the brain Can accurately indicate when activity in a certain area of the brain is increased When brain activity increases – brain cells call for increase in oxygen bearing blood cells to fuel the activity Can take up to 5 seconds for the added blood supply to reach the specific area of the brain Relying on fMRI becomes problematic to link the temporal precision with the exact stimulus because of the elapsed time between events. There is always a lag-time Additional difficulties: equipment is very expensive Need to stay absolutely still Can only scan one subject at a time
- “THE BUYING BRAIN” - DR. A.K. PRADEEP Pg 25: Women tend the sick and use their superior empathic skills to know what they need Quickly they learn to ‘read’ each other and their babies who can only communicate w/ facial expressions and eye contact She engages immediately with faces, especially when making eye contact She reacts positively to other women in groups enjoying a shared activity she can not look away from baby making eye contact with her Pg 26: Female brain is designed to multitask She has more connections btwn left and right hemispheres than a typical male corpus callosum is more developed in female brain (research available that contradicts this – see: Pg 26: Let brand / store become networking hub for female customers / prospects Provide – twitter / Facebook In-store cooking Chat rooms Resources to feel more connected to her world / brand / product Chapter 7 – The Female Brain Pg. 69 For women: Women’s brains are hardwired to feel anxiety more and to carry it longer w/ deleterious effects to their bodies, psyche, work and home life Became experts in empathizing – skills required for successful caretaking Highly empathic brains made anticipating and understanding needs of infants easier Worst scenario for ancient woman would be to be ostricized from the group For Men: Men and women faced different selection pressures Men – empathy not high on the list of skills required – they needed to focus on the hunt Top male achievement was independence ******************* *********************** ************************* *********************** ************************ ****************** Scientific American – His Brain Her Brain Volume 21, No2: Sex differences in Brain used to refer to discussion about mating behaviors and sex hormones in the Hypothalamus Recent findings that highlight the influence of sex on many areas of cognition including: Memory Emotion Vision Brain’s response to stress hormones Jill M Goldstein – Harvard Medical School – used fMRI to measure cortical and sub-cortical areas They found: Frontal cortex – seat of higher cognitive functions – are bulkier in women than in men Same for parts of Limbic Cortex – which is involved in emotional responses In Men, parts of the Parietal cortex, - involved in space perception – is bigger than in women Amygdala in men – almond shaped structure that responds to emotionally arousing information – is bigger than in women Sandra Witelson – McMaster University – discovered that women posses a greater density of neurons in parts of the temporal lobe cortex associated with language processing Also found more neurons in frontal lobes of women than in men Goldstein finds area that are the most different to be the areas that have the most sex hormone receptors during development Suggests that some sex differences in cognitive function do not result from cultural influences or the hormonal changes at puberty – but are there from birth. Melisa Hines (University of London) and Gerienne Alexander – Texas A&M: Present vervet monkeys with toys – trucks and dolls Found that males played with “masculine” and females played with “feminine” toys in both human and primate studies – males prefer toys that can be propelled through space and that promote rough and tumble play Speculate – that these qualities would have been useful in hunting and securing a mate. Females selected toys that allow them to hone their skills at one day need to nurture their young Simon Baron-Cohen and student Svetlana Lutchmaya found that: One year old girls spend more time looking at their mothers than boys of the same age do When presented with a film to watch, girls will look longer at a film of a face, whereas boys lean towards a film featuring cars Hippocampus – area crucial for memory storage and for spatial mapping of the physical environment – larger in Women than in Men May relate some how to the way men and women navigate Men are more likely to navigate by estimating distance in space and orientation Women are more likely to navigate by monitoring landmarks Handling stress: There are contrasts to the way men and women lay down memories of emotionally arousing incidents – a process known from animal research to involve activation of the Amygdala Men’s amygdala lights up on right side Women’s amygdala light up on left side Implies that women may recall the details more readily whereas the men with be more likely to remember the gist of the scene Controlling emotions: Ruben Gur, Raquel Gur and colleagues at U Penn: Measure size of prefrontal cortex - a region involved with regulating emotion - and compared it to size of the amygdala – area implicated in producing emotions Women possess a significantly larger orbitofrontal-to-amygdala ratio than men do Speculate that women might be on average more capable of controlling their emotional reactions than men
- The Buying Brain – Dr. A.K. Pradeep Pg. 17 100,00 years ago life is nasty – brutish and short Competition for food is fierce Predators every where Humans had to develop secret weapons: refined hand movements – opposing thumbs Refine tools and weapons – good hunting and defending Human trachea descends into throat – vocalizations becomes more distinct and communication more effectively Pg. 18 as brain continues to grow in size – so must the skull that carries it If skull grows in synch with brain growth then it can not pass through the woman’s pelvis and the pelvis would grow to a size that would make running impossible Instead of continuing to grow, it folds in on itself creating grooves / valleys to fit into the skull Babies heads are small enough to pass through the pelvis but need a lot of development Pg. 19 100,000 years ago the brain reaches it current size and configuration Brain becomes attuned to social and environmental needs Encounters were filtered and filed via 6 human emotions: Sadness Fear Anger Disgust Happiness Surprise (contempt) Pg.20 “prefrontal cortex - the most advanced part of the brain, begins conducting its symphony including long-range planning, learning socially appropriate behavior and task switching”
- Paul Ekman – University of California, San Francisco developed set of images called the “Facial Action Coding System” “…There has never been an instance in which the majority in two cultures ascribe a different emotion to the same expression…” Dan Pink “A Whole New Mind” – p28
- “…when we watch someone doing something, whether it’s scoring a penalty kick or playing a perfect arpeggio on a Steinway grand piano, our brains react as if we where actually performing these activities ourselves…” Lindstrom pg.52 Tania Singer – Scanned subjects brains as they watched another person experiencing pain and found that those subjects “Pain Related” regions – including the “Fronto Insular” and “Anterior Cingulate” came alive. ‘…mirror neurons not only help us imitate other people, they are responsible for human empathy…they send signals to the limbic region of our brains – the area that tunes into one another’s feeling and responses…’ - “…mirror neurons don’t work alone… they work in tandem with dopamine, one of the brains pleasure chemicals – one of the most addictive substances known to man…” Lindstrom - “Buyology” pg 57
- Paul Ekman – University of California, San Francisco developed set of images called the “Facial Action Coding System” “…There has never been an instance in which the majority in two cultures ascribe a different emotion to the same expression…” Dan Pink “A Whole New Mind” – p28