Mie Rogil neuro black box of open boek

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On his shopping trip, the consumer is being confronted with an overload of products, yet a short decision process. The consumer’s decision is for the most part unconscious and based on immediate, involuntary, physical and emotional ‘triggers’. To measure those defining parameters, Rogil uses a number of objective measurement methods such as eye tracking, EEG (electroencephalogram) and GSR (galvanic skin response). Eye tracking records and measures an individual’s visual attention upon performing a specific task. Rogil uses Tobii’s highly accurate eye-tracking technology in all of its research projects. EEG measures electrical activity produced by the brain. Rogil applies neuroscience in its research to determine the consumer’s non-conscience response to brands, advertising, in-store marketing or, in Ahold’s case, packaging. With GSR, Rogil processes so-called biometric measurements such as heart rate, blood pressure and respiration as an additional source of data to supplement eye tracking and EEG.

Business

HET JUISTE PAK VOOR BORRELGEMAK
WELKOM !

ALS JE WIL TWITTEREN?

MAAR ZET AJB
#MIE13 HET GELUID VAN
JE TELEFOON UIT

EN VERGEET NA AFLOOP NIET HET
EVALUATIE FORMULIER IN TE VULLEN

QUANTITATIVE QUALITATIVE

OBJECTIVE MEASURES

TOOLS

INFORMATION
DEPTH
Electro- fMRI
Encephalogram
(EEG)
Galvanic Skin
Response (GSR)

Eye-tracking
Reaction
Times (RT)

COMPLEXITY

EEN SIMPELE VRAAG?
Tonen IPhone

Vraag

Verwachtingen
Interpretatie vraag
interview setting

Persoonlijkheid Geslacht, leeftijd

Ervaringen en
Sociale wenselijkheid
herinneringen

Antwoord

Tonen IPhone

Persoonlijkheid

Geslacht, leeftijd

Ervaringen en
herinneringen

Vastleggen reactie

NEURO MEET EEN

ONMIDDELLIJKE,
ONWILLEKEURIGE,
FYSIEKE &
EMOTIONELE RELATIE

TUSSEN HET BREIN EN DE STIMULUS

DUS?

SENSE
SENSATION SELECTION
MAKING

ONMIDDELLIJK ACTIE RATIO
ONWILLEKEURIG
FYSIEK
EMOTIONEEL

STANDAARD SET UP

ELECTROENCEPHALOGRAM (EEG)
EYE TRACKING (ET)

GALVANIC SKIN RESPONSE (GSR)

EYE TRACKING

Eye Tracking (ET) laat zien waar de
respondent op ieder moment naar kijkt

NEURO: EEG EN GSR

ELECTROENCEPHALOGRAM (EEG) meet
activiteit in het centraal zenuwstelsel.

Links: omarmen
Rechts: afstoten

GALVANIC SKIN RESPONSE (GSR) meet
activiteit in het perifere zenuwstelsel.

Mate van activering, opwinding

NEURO: TWEE MEETPUNTEN

Positieve of negatieve emotionele relevantie

De mate waarin het lichaam wordt geactiveerd

HET JUISTE PAK
VOOR
BORRELGEMAK

MIE 2013

ACHTERGROND BORRELGEMAK

Het juiste pak voor borrelgemak, februari 2013

KEUZE VOOR ONDERZOEKSMETHODE

Het juiste pak voor borrelgemak, februari 2013

KEUZE VOOR ONDERZOEKSMETHODE

...versus het bewuste
Het onbewuste...
...#*!

Het juiste pak voor borrelgemak, februari 2013

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Bekijk de resultaten op de MIE-Markt.

1. Shopping decisions are made more unconsciously than consciously due to the large number of products and short browsing time in stores. Shoppers only have 0.13 seconds to notice each product on shelves. 2. Emotions and sensory experiences strongly influence shopping decisions rather than rational thinking. Unconscious processes in the limbic system are more important than conscious reasoning in the neocortex. 3. Effective product designs and packaging use eye tracking research to leverage emotional processing and improve visibility, attractiveness, and brand messaging to guide shoppers' unconscious decisions. Maintaining a strong and consistent brand signature is also key to differentiating products on shelves.

Esomar Best of Menap presentation

Rogil Research

At the ESOMAR BEST OF - MENAP 2013 event Rogil presented relevant case studies from local and international markets on: Using Electroencephalogram (EEG), Galvanic Skin Response (GSR), implicit measures, eye tracking and verbal measures in a multi-mode research approach to gain better insight in the shoppers’ world. By adding an emotional dimension to the Sens-Pack model ©, Rogil expanded the scope of its ESOMAR 2010 award-winning paper. The Sens-Pack approach combines eye tracking with verbal quantitative and qualitative research techniques. By complementing this with biometric measures, we can capture shoppers’ emotions during the shopping trip and assess associations with certain brands and products. The holistic approach allows for better prediction of packaging and category management success. We did a follow-up study in Dubai-UAE based on a 2010 paper on integrating eye tracking and implicit measures to better understand local shoppers.

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Gamechanger Innovatie

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Les Hewitt discusses the importance of focus for business owners. He outlines the four fundamentals of focus: focusing on goals, priorities, relationships, and creating successful habits. Hewitt emphasizes that goals must be crystal clear and in writing to be effective. Only 3% of people have clear written goals but they earn 10 times more than those without written goals. Maintaining focus is key to reducing stress, increasing income and freedom for business owners.

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Rogil Research

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Shopfloor executive summary impulse session rogil & brand image_in-store comm...

Rogil Research

This document summarizes observations of in-store communication strategies in pharmacies. It finds that the majority (63%) of in-store promotional media used are displays, with counters displays being the next most common (25%). Pharmacists are seen as having an important but limited impact on sales. Key success factors for effective in-store communication include brand recognition, readability, integration with other marketing channels, and execution quality. Do's include adapting materials to the store format and contributing to category management, while don'ts involve poor readability or lack of brand visibility.

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Mie Rogil neuro black box of open boek

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