Sis fri 0845 roger dooley

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Sis fri 0845 roger dooley

  1. 1. Neuromarketing: Your Brain on Buy<br />Search Insider Conference<br />May 4-7, 2011<br />Roger DooleyNeuroscienceMarketing.comrogerd@dooleydirect.com<br />@rogerdooley#mpsis<br />
  2. 2. Project Impact<br />2008 Research:“Stores too cluttered”<br />
  3. 3. Real Impact: -$1.85 Billion<br />Source: DailyArtifacts.com, Phil Terry<br />
  4. 4. Project Impact<br />2010 Research:“Want more products”<br />#mpsis @rogerdooley<br />
  5. 5. Asking<br />Questions?<br />#mpsis @rogerdooley<br />
  6. 6. Memory is imperfect<br />Altered by questions and new information<br />False memories <br />Malleable memories<br />Memory<br />#mpsis @rogerdooley<br />
  7. 7. Memory is imperfect<br />Altered by questions and new information<br />False memories <br />Malleable memories<br />Memory<br />Changed<br />
  8. 8. Memory is imperfect<br />Altered by questions and new information<br />False memories <br />Malleable memories<br />Memory<br />False<br />
  9. 9. Memory is imperfect<br />Altered by questions and new information<br />False memories <br />Malleable memories<br />Memory<br />Malleable<br />#mpsis @rogerdooley<br />
  10. 10.
  11. 11.
  12. 12. Why did you buy that?<br />It tastes better!<br />I like the smell!<br />
  13. 13. Iceberg: 88% Hidden<br />(Lakoff & Johnson)<br />Mind: 95% Subconscious<br />#mpsis @rogerdooley<br />
  14. 14. Neuromarketing<br />#mpsis @rogerdooley<br />
  15. 15. #mpsis @rogerdooley<br />
  16. 16. (from Deliver mail marketing magazine)<br />
  17. 17. No Mind Reading<br />No “Super-Ads”<br />No Buy Buttonin the Brain<br />#mpsis @rogerdooley<br />
  18. 18. 20% No Effect <br />20% See a Decline!<br />From The Advertised Mind,Erik du Plessis<br />#mpsis @rogerdooley<br />
  19. 19.
  20. 20. Neuroscience<br /><ul><li>EEG
  21. 21. fMRI
  22. 22. MEG
  23. 23. Biometrics</li></ul>Behavioral<br />Science<br /><ul><li>BehaviorStudies
  24. 24. Eye Tracking
  25. 25. Facial Coding</li></ul>#mpsis @rogerdooley<br />
  26. 26. fMRI <br />Measure brain activity in a short time span<br />Subjects can view images, videos, etc.<br />Subjects can press buttons<br />Carnegie-Mellon University<br />
  27. 27. fMRI <br />Expensive<br />Claustrophobic<br />Noisy<br />Limited Motion<br />Small Sample Size<br />#mpsis @rogerdooley<br />
  28. 28. GoDaddy Girl: 1Neuroscientists: 0<br />#mpsis @rogerdooley<br />
  29. 29. EEG <br />Uses Electrodes<br />Lighter, Portable<br />Cheaper<br />Faster Response Times<br />Less Detail<br />Univ. of South Carolina<br />#mpsis @rogerdooley<br />
  30. 30. http://sandsresearch.com/<br />
  31. 31. Facial Coding <br />Premises:<br />Brief facial expressions reveal true emotions<br />A trained individual can identify these.<br />Sensory Logic<br />#mpsis @rogerdooley<br />
  32. 32. Sensory<br />Logic<br />#mpsis @rogerdooley<br />
  33. 33. Facial Coding <br />Sensory Logic<br />
  34. 34. Facial Coding <br />Sensory Logic<br />#mpsis @rogerdooley<br />
  35. 35. Science limited<br />Peer-reviewed studies?<br />Validation with sales?<br />#mpsis @rogerdooley<br />
  36. 36. Ads<br />Brands/Attitudes<br />Products<br />A/B Testing<br />#mpsis @rogerdooley<br />
  37. 37.
  38. 38. Behavior<br />Research<br />John Wiley & Sons<br />November, 2011<br />#mpsis @rogerdooley<br />
  39. 39. Socializing?<br /> image credit: jessicaswanson.com<br />
  40. 40. TheUltimatumGame<br />#mpsis @rogerdooley<br />
  41. 41. Ultimatum Game Results<br />
  42. 42. Effect of Social Conversation<br />#mpsis @rogerdooley<br />
  43. 43. Neuromarketing<br />
  44. 44. € $<br />
  45. 45. € $<br />#mpsis @rogerdooley<br />
  46. 46. Simple Fonts Convince<br />#mpsis @rogerdooley<br />
  47. 47. #mpsis @rogerdooley<br />
  48. 48. Neuromarketing: Your Brain on Buy<br />Search Insider Conference<br />May 4-7, 2011<br />Roger DooleyNeuroscienceMarketing.comrogerd@dooleydirect.com<br />@rogerdooley#mpsis<br />

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