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Why? The Decade of the Brain and Its Impact on Marketing
- 1. Why? The Decade Of The Brain And Its Impact On Marketing
- 2. Up Yours!
- 3. fMRI
- 4. Neurons
- 5. Brain…
- 7. Cortex
- 8. “These findings all suggest that the interpretive mechanism of the left hemisphere is always hard at work seeking the meaning of events. It is consistently looking for order and reason, even when there is none – which leads it continually to make mistakes.”
- 11. Memory • A chain of neurons that are linked by sensing, processing and responding to an event • Explicit vs. implicit
- 12. Short vs. Long-term Memory
- 13. Your Model of the World
- 14. Learning and Memory • You have learned much more than you thought
- 15. Processing • Limbic – OMG fast • Prefrontal – “let’s think about this” • What to do – Both looking for analogous memories and the associated emotion • Act
- 16. Predispositions
- 17. Quick Review • Complex tangle of neurons • Organized into long-term memory networks • Each memory tied to an emotion • Overall all neural network of memory networks • All in the subconscious
- 18. Why?
- 19. Decisions
- 20. The Difficulty of Change
- 21. 1-on-1 Interviews • Goal – explore the mental map as it pertains to the “Why?” • Challenges: respondent mode, subconscious rather than conscious
- 22. 1-on-1 Process • Respondent mode – Force a conversation – Informal and relaxed, enjoyable – Transition to your discussion priorities – Their expertise • Expert Mode
- 23. Focus Groups • Goal – explore the mental map as it pertains to “Why?” • Challenges: parameters, respondent mode, “groupness”
- 24. Focus Group Parameters • 10 people • 120 minutes • 4 related issues • 3 minutes per issue per person • Cost: $6,000 per group average
- 25. Groupness • Predisposed to belong to groups – Sacrifice personal values to fit in • Excellent tool if used correctly
- 26. In summary… • fMRI has changed how we think of the brain • It’s still little crude for testing alternatives • We need to search for memories and their emotions analogous to what we market • Always to understand “Why.”
- 27. Background Books
Editor's Notes
- Past decade has seen remarkable research into the brain and how it functionsThis morning – explore some of these findings – impact on marketingFirst a slight bit of backgroundThen about the brainThen the impact on marketing
- Ever wanted to Speak truth to powerPsyc struggling to be scienceSenior thesis – Why Psyc will never be a scienceA+20 years later – alumni lunchMRI
- 5 years later fMRICognitive neuroscience dept at U of IThe entire purpose of the brain is to make decisions to keep you aliveNow being used to evaluate messaging Rather crude
- 100 billion neurons10,000 connections per neuron3 groups – sensing – processing – output
- 3 pounds and 20 % of body’s energy – evolutionary approach – brain stem – reptilian brain – autonomic, fine muscle coordination, not worth more – Evolution – never throws anything out, just replaces with system that lead to better survival – brain was developed to survive the past 200,000 years – hunting and gathering – man is not terribly strong or terribly fast -- what helped us survive?
- limbic system – amygdala, hippocampus – seat of emotion – speed – staying alive – long-term memory –
- Cortex, neo cortex – most commonly thought of as the brain – left, right hemispheres – specific areas for functions – visual, auditory, muscle movement, -- removing one hemisphere prior to 8 years old makes no difference – but more on that lately Another division – right and left brain – right is without language – left has language –- split brain patient show written command to walk to left eye/right hemisphere – patient walks – left hemisphere makes up reason – quote,
- Another division – conscious and subconscious – conscious is but a small part of the processing – slow – like a summary – most of what you do runs subconsciously – driving home from work– being in the zone – when you can’t remember a name and then it comes to you later Subconscious is critical to understand – all decision making happens here – chicken sexers– after learning you still have no idea – just a gut feel that your conscious mind interprets as male or female
- Subconscious brain communicates through feelings – emotions are feeling states – fear = set of body changes that result in a change in the way you feel and that collection of feelings is the fear emotion – same for all basic feeling groupings – fear, anger, disgust, sadness, surprise, happiness -- Emotions – to keep us alive – PrimarySocial
- implicit – riding a bike – developed explicitly and becomes implicit – ie: habit – automatic as your brain learns how to process – saves time and energy – chick sexers Explicit memory – easily recalled
- Short term works by changing the ability of neurons to signal each other – chemical process that wears away fairly shortly Long term is entirely different. – result of either two events – continued repetition – emotion Emotion is created by amygdala – sensory input travels through – is processed – results in emotional reaction – causes hypocampus to promote change in structure of neuron chain
- Through memory brain constructs implicit internal model of the world – physical world and mental world – allow brain to make predictions – allows for faster movement -- driving home from work – moving around your home in the dark – essentially a linked network of memories creating a comprehensive model of the expectations of the world – how the brain can deal with the incredible complexity of the neural networks – faceness, boxness, Your world is in your head and you use it to predict what’s going to happen next
- Learning and memory – obviously memories are learned – visual learning example – Mike May, chemical explosion at 3, best blind downhill skier in world, at 46 operation restored sight – but brain had to learn to see – such as perspective of converging lines
- So what’s this processing – limbic system – OMG processing – prefrontal lobe processing – let’s think about this – in both cases the processing is comparing the input network to other input network memories – looking for similarities, analogous networks – then looking for what happened, particularly emotions tied to the memory network
- Predisposition to learning – Michael Jordan and basketball, Picasso, Ling Ling, -- predisposition to groupness – sociology – evolution over the first 195,000 years – not being included in the family, tribe, = sure death – not as strong or as fast – we are predisposed to joining groups – hawks jerseys – clothing labels – genetically engineered to want to be part of a group and to be a respected member of the group and to understand where we roughly fit in with all the other members of the group -- we want to be part of a group yet we want to be unique and special within the group
- The critical question of marketing – qualitative -- why do people decide to purchase or not – need to understand mental world model – particularly as it pertains to decision – then you’ll understand values, logic, -- what best fits the map -- decision will seem obvious – search for memories and their emotions – 1 on – 1 interviews and focus groups
- Decision-making Processing – but the key is identifying first what would the likely outcome be by comparing it to memories and second, what emotion was tied to analogous memories.
- Must consider the world map -- Preference is given to what is already mapped. The whole purpose of the mental world network is to keep you alive. If past memories indicate positive emotions – good to go – if negative emotions – stop – and the default when conflicting or no emotion is stop Change is only easy when the emotion for not changing is strongly negative
- Goal – determine what memories impact the decision and what emotions are connected to them – Challenges – respondent mode, expert mode, conscious vs. subconscious ala conversation with an old close friend
- first challenge – respondent mode – part of world network – I ask questions/you answer – need to get to conversation – respondent mode = conscious determined answers from left brain influencing responses to meet personal goals – regular conversation surfaces from subconscious / implicit memory Process and questions – starting interview, expectations of respondent = question – answer – what does respondent wish to do to feel good – answers that will please you, reasonably accurate, consciously considered – respondent mode – every question is consciously considered as is the answer – and the more you probe an issue – the tougher it gets for the respondent – “can’t we move on?” – Do you think you’re getting complete, comprehensive insight into the issue? – Must have prepared discussion guide – respondent expects you to question, him to answer – but start a conversation – once going begin to transition to discussion guide issues – you’ll be amazed what people will tell you – offers to call back with any additional questions – and thanks for taking their thinking furtherTelephone -- offers respondent sense of control, informality, -- also reduces groupness/social constructs – just voice on the phone Typical 35 to 45 minutes
- Who’s not familiiar with focus groups – 6 to 12 people, room with one-way mirror, moderator,
- How much depth do you get with these numbers?
- For why – groupness will distort individuals why to meet a group why – Who is leader, who is rebel, who are members and their relative status – figiured out by the time introductions are over – they are groups – back to groupness problems – it takes mere seconds for any group of people to size each other up and figure out the internal dynamics – we are too genetically smart not to unconsciously do this – it is unconscious and powerful – everyone of us is a member of several groups and our membership is powerful in helping us to define ourselvesFurthermore – they are artificial – how often ten strangers in room, 1 way mirror, recording device, strange moderator – Will you get a straight answer as to the individual’s purchase motive when in a room of 9 other people, all who are part of a new group? How can you keep the dominant members from influencing the others? Even subtly?How can you probe beyond the initial concepts that seem to satisfy the moderatorVictoza group – two leaders who worked together – one rebelFortune group – wrong use of expertiseUse to explore future – teams to compete – use as experts --When the group is tasked to working together on a subject appropriate to them, put in the environment of seeking their creative advice – excellence.