We are extremely proud to tell you that our joint presentation with Toyota won an award for best presentation at the Automotive Forum in Wolfsburg last week. Wim Hamaekers (Rogil) and Ronny Pauwels (Toyota) hosted a presentation on the application of neuro-research in car clinics, virtually tested and in a real car.

1. Car Clinics 3.0. Design better cars by
peering into consumers brains!
Using Neuromarketing tools in a multimode
research approach at the beginning of the car
development process.
Wim Hamaekers – Rogil
RONNY PAUWELS – TOYOTA MOTOR EUROPE

3. MAKING BETTER CARS
through
better research

4. objectives
I. Understand which car(s) on overall level are emotionally
engaging for users.
II. Understand which specific elements of the tested cars are
emotionally engaging for users.
III. Explain users’ emotional engagement with specific elements of
tested cars in the context of verbal feedback.

5. are people rational?

7. Integrated neuro-research
ELECTROENCEPHALOGRAM (EEG)
EYE TRACKING (ET)
GALVANIC SKIN RESPONSE (GSR)

8. Approach Stage 1: CGI LABORATORY TEST

9. Motion Spectrum: FORD focus - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
ACTIVATIONRELEVANCE
HIGH
LOW

10. Motion Spectrum: Volkswagen jetta - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
ACTIVATIONRELEVANCE
HIGH
LOW

11. OVERALL EVALUATION OF THE cars exterior DRIVERS & weaknesses
-9 -2
2
2.914 3.243 3.748
5,14 5,59 5,59
(a) (b) (c)
ü front view, ¾ front view
ü the line of the car & side view
ý the front view
ü Alloy wheels
ý the Side, FRONT & ¾ REAR VIEW

12. OVERALL EVALUATION OF THE cars interior
0
AFTER
EXPLORATION
0
FIRST
EXPOSURE
AFTER
EXPLORATION
FIRST
EXPOSURE
AFTER
EXPLORATION
FIRST
EXPOSURE
1,7
5,4
0
21
3,8 3,6
0 0
2,2
5,1
4,39 4,80 5,48 5,77 5,27 5,43
Speedo meter, drivers door in
special central console, gearshift
Steering wheel, radio, graining
central console, gearshift,
handbrake, pass. door
Steering wheel, radio, graining
Gearshift, handbrake
All other elements
ü
ý

13. Approach Stage 2: REAL PRODUCT EXPERIENCE TEST

14. - Too shiny/ REFLECTS LIGHT -
- LIGHT REFLECTION IS NOT SAFE -
- SOFT ORNAMENT IS SAFE -
- SOFT ORNAMENT IS NOT SAFE -
- HARD ORNAMENT IS MORE SAFE –

15. Neuro-research results on ornaments
0
-20 -18
-34
0
-35
16
4.923
.00
4.103
.00 3.077 .00 .00
VW POLO Soft Hyundai
i20
Fiat Punto
Ornament
Citroen DS3 Renault
Clio
Ford Fiesta Peugeot 208
1 4 0
-10
0
-4
0
23.077
14.769
20.256
4.103
16.044
9.451
3.516
Touching
ornaments samples
view at ornaments
samples

16. KEY LearningS
I. Consumers have difficulties to verbally express liking. Objective measurement is needed to get hold of the
emotional engagement and link them with verbal evaluation.
II. Specific car exterior and interior elements can evoke negative or positive reactions without affecting the
overall liking of the car.
III. It’s not only the overall evaluation that matters, all the individual elements have to be engaging
emotionally for long term success....1+1=3!
IV. Even small details in the car can evoke strong emotional reaction ultimately effecting the overall liking of
the car .

17. PEOPLE MAKE CHOICES UNCONSCIOUSLY RATHER THAN CONSCIOUSLY
Mix conventional methods with neuro science tools