Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)

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The document discusses neuromarketing and how it uses neuroscience to understand consumer decision-making. It describes how neuromarketing incorporates neurometrics, biometrics, and psychometrics to study the brain. It then outlines six stimuli - visual, contrast, tangible, beginning/end, emotional, and contrast - that have been shown to stimulate the reptilian brain and influence behavior. The document argues that understanding how to trigger these primal reactions can help improve outcomes in many domains like education, law, medicine, and marketing.

Neuromarketing
How to detect consumers
G-spot
KIVILCIM KAYABALI

Neuromarketing
The science of human decision:
• Neurometrics
• BioMetrics
• Psychometrics

© Copyright

2002-2010

SalesBrain

Marketing

What do
you want?

© Copyright

2002-2010

SalesBrain

?

Neuro
Marketing

MRI

Facial coding

EEG

What do
you want?
Eye tracking
Skin
conductance

© Copyright

2002-2010

SalesBrain

Voice
analysis

Applied
Neuro
Marketing
STIMULUS

© Copyright

2002-2010

SalesBrain

yes!

Your brain

© Copyright

2002-2010

SalesBrain

•

“The reptilian always win!” C. Rapaille
NeuroAntropologist

•

“The amygdala (reptilian) has more influence on the
cortex than the cortex has on the amygdala.” J. Ledoux
Pr. Neuroscience NYU

•

“Although system 2 (neocortex) believes itself to be
where the action is, the automatic system 1 (reptilian
brain) is the hero of the book... most people choices
correspond to the predilection of system 1.”
D. Kahneman 2002 Economy Nobel Prize

© Copyright

2002-2010

SalesBrain

Reptilian Brain

New Brain

•
•
•
•
•
•
•

•
•
•
•
•
•
•

500 M years old
Fast but limited
Present
on
Effortless
Unconscious
uncontrollable

3-4 M years old
Slow but smart
past, Present, Future
On/off
effortful
Conscious
Controllable…
somewhat!

© Copyright

2002-2010

SalesBrain

what stimulates

the reptilian
brain?
© Copyright

2002-2010

SalesBrain

Six stimuli

To the Reptilian BRAIN
© Copyright

2002-2010

SalesBrain

Six stimuli

© Copyright

2002-2010

SalesBrain

Contrast

© Copyright

2002-2010

SalesBrain

Tangible

© Copyright

2002-2010

SalesBrain

Parking

Tangible

© Copyright

2002-2010

SalesBrain

Mr. Clean

Beginning & End
“The secret to a good movie is a hot
opening, a hot close and…
…just don’t screw up in the middle.”

© Copyright

2002-2010

SalesBrain

George Lucas
Film Maker

Visual

© Copyright

2002-2010

SalesBrain

Emotional

© Copyright

2002-2010

SalesBrain

Emotional

Plutchik’s
Wheel of emotion

© Copyright

2002-2010

SalesBrain

Visual
Leaks at
Amsterdam
Shiphol
airport urinals
…. reported a
80% decrease
in spillage!
© Copyright

2002-2010

SalesBrain

Better Cleaning

Beginning & End

Better Eating

Mary --Director of
Food services in a
school district-- feeds
2,000 kids a day….

…she can change the consumption of certain dishes
by as much as 25% simply by changing the serving
order.
© Copyright

2002-2010

SalesBrain

Contrast

Better Drinking

Tall vs Wide :

• Kids poured/drank 74% less juice
• Bartenders poured 27% less
© Copyright

2002-2010

SalesBrain

Tangible
Chicago
North Lake Shore

25 mph

© Copyright

2002-2010

SalesBrain

Better Driving

Emotional

Better Savings

In San Marcos CA, energy users decreased
their usage when they:
1. were informed of the average
neighborhood consumption (-3.5%)
2. and even more if they received a smiley
on their bill

© Copyright

2002-2010

SalesBrain

FROM 6 STIMULI

To four steps
© Copyright

2002-2010

SalesBrain

four steps
© Copyright

2002-2010

SalesBrain

NeuromapTM

© Copyright

2002-2010

SalesBrain

What if We all knew about the Reptilian!

TEacherS
Judges
Parents
Singles
doctors
Film Makers
Marketers
© Copyright

2002-2010

SalesBrain

 Better education
 Better Justice
 Better families
 Better relationships
 Better Medicine
 Better entertainment
 It’s My job

Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)

How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves? Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.

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