1. Consumer Neuroscience
fiction vs. fact
BrandNeuro
@carolinewinnett
#iiex

2. Our brains evolved for But today we use them
for
Why do we need neuroscience?
A significant portion of our decision making is non-conscious.
Understanding these processes is critical for understanding
human behavior.

3. $4.99 - $5.00
is not the same as
$5.01 - $5.02
Loss aversion Temporal
discounting
Visual illusions
Conceptual illusions

4. Tipping point
• Global brand adoption
• University training
• Neuroscience practices
Breaking news from the ARF:
Adding neurological measures to a
“traditional” test of commercial
creative can improve the predictive
power of the test significantly.

5. Neuroscience
fMRI
EEG
Biometrics
GSR
Eye tracking
Facial coding
Behavioral economics
What are the methods?

6. Implicit Association Test
1-2-3
Facial coding
GSR
Eye tracking
Body motion
fMRI
EEG
Neuroscience
Test the brain
directly
Behavioral economics
Apply neuroscience
and psychology to
consumer research
Biometrics
Test the
peripheral
nervous system

7. It’s mind reading
FICTION
Neuroscience can read your
mind and will replace all
survey research.
FACT
Neuroscience is a method to
understand unconscious
drivers and response. It is a
critical component of market
research.

8. It’s too complicated and expensive
FICTION
Neuroscience is too complex
to assess for my research
needs.
FACT
There are common-sense
ways to evaluate providers.
There are research methods
to suit different budgets.

9. We’re not ready
FICTION
I’m not ready for neuroscience.
FACT
There is a provider and a
methodology that can meet
specific research goals.

10. The technologies are all here
FICTION
All the technologies have
come to market.
FACT
The industry is still young. The
field of neuroscience is itself
young, so expect a long
development period, with a
fair degree of technology
settling in about five years.

11. Future developments
Knowledge scaling
Music
Full brain, wireless EEG
fMRI temporal resolution
and cost efficiencies
Neuropanels
Real-time environment
control using neurological
feedback

12. there are more
connections in
the human
brain than
there are stars
in the entire
Milky Way
galaxy

13. carolinewinnett@yahoo.com
@carolinewinnett
BrandNeuro