Understanding the science involved in the marketing process and how different techniques are being used to capture the consumer's attention.

1. NeuroMarketing
Applying Science to Marketing

2. Psychology, Persuasion & Science:
NeuroMarketing-
Psychology
Persuasion
NeuroScience
Compiled by author from source: neurosciencemarketing.com
Applying These
Techniques in Order
to Obtain Benefits
(Conversions, Clicks,
Shares, Sales, Emails,
Subscribers)

3. NeuroMarketing: How Does it Work?
Appeals to the old brain—the part
we listen to when it’s time to
decide—keep its attention with
stories and appeals to the senses
 Based on human thinking, which
relies on a host of brain processes
of which we’re mostly unaware
 Scientists use eye tracking
experiments, studies of facial
expression and biometrics
 Add smartly designed tests and
you’ve got a unique peek into the
mind of the modern consumer
Compiled by author from sources: blinkist.com Image Source: Google Images

4. NeuroMarketing: Major Areas of Use-
Branding
Product Design
and Innovation
Advertising
Effectiveness
Consumer
Decision Making
Online
Experiences
Entertainment
Effectiveness
Provides techniques for measuring brand
associations
Measures consumer responses to product
ideas and package designs
Explains how advertising impacts the
nonconscious mind
Brain science shows the many ways we can
be subtly influenced
Shows what happens when entertainment
transports us into an imaginary world
Compiled by author from sources: dummies.com

5. Techniques: Biometrics-
Observational
Analytics
Facial Coding
Heart Rate
Monitoring
 Biometric research helps note
responses toward a product or
service without actually intruding
 Targets the subconscious part of
the mind
 Some of the tools used in biometric
market research are:
Compiled by author from sources: sisinternational.com Image Source: Google Images

6. Biometrics: Facts-
 Accurate in measuring physical
responses to stimuli even when
people are not conscious of the
responses
 Applications augment traditional
marketing research methods
Memory Attention
Stress
Sensory
Response
Biometrics Measure Responses:
Compiled by author from source: sdama.org Image Source: Google Images

7. Biometrics: Marketing Effectiveness-
Enriches Marketers
Grasp of Emotional
Reactions Consumers
Experience When
They See an Ad
Identify which
emotional
reaction is
triggered by each
ad element
Identify a causal
link between a
marketing
communication
and emotion
Advices marketers on how to design
the visual composition of their print
ads, packages, brochures and digital
media
Create user-friendly web pages or
other interactive communication
forms
Learn how to connect with
consumers, not only verbally
reported feelings, but unconscious
emotions
Compiled by author from source: jiad-org.adprotession.com

8. Techniques: Eye Tracking-
Eye tracking is a
sensor technology
that enables a
device to know
exactly where your
eyes are focused
It determines your
presence,
attention, focus,
drowsiness,
consciousness or
other mental states
Can identify movements in facial
musculature uncovering emotional
reactions in subjects
Knowing what people see, helps
advertisers optimize the
placement & design of ads
Can identify the exact emotion
felt as well as the time frame
including start/peak/end, and
duration of an emotional reaction
Compiled by author from sources: tobii.com, marketingresearch.org Image Source: Google Images

9. Eye Tracking: Marketing Effectiveness-
Because
What you do
NOT Notice,
you do NOT
buy…
Will the New
Package
Design Attract
and Hold
Attention on
the Shelf?
 Eye tracking is one of the best
methods to optimize
communications: i.e. Ads, TV,
commercials, packaging,
websites
 9 out of 10 leading advertisers
are using eye tracking to
optimize communication
Answers Key Questions Such As:
Compiled by author from source: mswresearch.com

10. Techniques: Facial Coding-
Reading facial
expressions is based on
years of psychological,
sociological, and
forensic study
Most people cannot say
the words that describe
emotion, we must stop
asking them, ‘how does
that make you feel?
 Identifies facially expressed
emotional reactions
 Identifies the time frame
i.e. start/peak/end and
duration of an emotional
reaction
 Captures emotional
reactions during speaking
and non-speaking
occurrences
Compiled by author from sources: marketingresearch.org Image Source: Google Images

11. Facial Coding: Marketing Effectiveness-
A millennial study revealed that they
are positive about spending money to
enjoy life, but their facial expressions
and body language revealed an
underlying sense of anxiety about
spending
Emotions research combined with
qualitative research, can provide data
insights that help researchers go
beyond standard qualitative study
Compiled by author from source: surveysampling.com

12. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

13. Sources Cited:
 "Animation and Neuromarketing - a Perfect Match?" Neuromarketing. 2016. Web. 31 May
2016. http://www.neurosciencemarketing.com/blog/articles/neuromarketing-animation.htm
 "Around the Web: How Facial Coding and Body Language Are Changing Market Research - SSI
Blog." SSI Blog. N.p., 2016. Web. 12 July 2016. http://www.surveysampling.com/blog/how-
facial-coding-and-body-language-are-changing-market-research/
 "Biometric Measures for Interactive Advertising Research." Journal of Interactive Advertising.
N.p., n.d. Web. 14 July 2016. http://jiad-org.adprofession.com/article147.html
 "Biometrics Market Research." SIS International Market Research. N.p., n.d. Web. 06 July
2016. https://www.sisinternational.com/solutions/innovation/biometrics-market-research/
 Facial Coding and Eye Tracking – Technology http://www.mswresearch.com/facial-coding-
and-eye-tracking-technology#facialcoding

14. Sources Cited:
 THE MARKETING RESEARCH APPLICATIONS OF FACIAL RECOGNITION TECHNOLOGY
http://www.marketingresearch.org/sites/default/files/misc_files/mra_facial-
recognition-mr-applications_2-6-14.pdf
 "It's All In Your Head: What You Absolutely Need to Know About Neuromarketing."
Page19. 2016. Web. 02 June 2016. https://www.blinkist.com/page19/what-you-
absolutely-need-to-know-about-neuromarketing
 "Neuroscience Applications in Marketing Research - San Diego American Marketing
Association." San Diego American Marketing Association. N.p., n.d. Web. 13 July
2016. http://sdama.org/knowledge/neuroscience-applications-in-marketing-
research/
 "This Is Eye Tracking." This Is Eye Tracking. N.p., n.d. Web. 17 June 2016.
http://www.tobii.com/group/about/this-is-eye-tracking/
 "What Is Neuromarketing?" - For Dummies. N.p., n.d. Web. 23 June 2016.
http://www.dummies.com/how-to/content/what-is-neuromarketing.html