Presentation by dr. Jelle Demanet at the RetailDetail event 2016 - Innovative neuromarketing solutions developed by Impulse and Profacts

1. Neuromarketing techniques
dr. Jelle Demanet
iMPULSE &

2. iMPULSE
Linking Emotions to Decisions

4. Three problems with stated preference methods
People
answer
STRATEGICALLY
People
are
UNABLE to tell
you the answer
People
are
UNAWARE of
their drivers

5. iMPULSE
Linking Emotions to Decisions
How to make your brochure great (again)?
ATTENTION
PRICE
PERCEPTION
EMOTION

6. iMPULSE
Linking Emotions to Decisions
How to make your brochure great (again)?
ATTENTION
PRICE
PERCEPTION
EMOTION

7. Eye-tracking

11. iMPULSE
Linking Emotions to Decisions

12. iMPULSE
Linking Emotions to Decisions

13. iMPULSE
Linking Emotions to Decisions

14. iMPULSE
Linking Emotions to Decisions
Case: Belgian Road Safety Institute

15. iMPULSE
Linking Emotions to Decisions
Case: Brussels Airport

16. iMPULSE
Linking Emotions to Decisions
How to make your brochure great (again)?
ATTENTION
PRICE
PERCEPTION
EMOTION

17. iMPULSE
Linking Emotions to Decisions
Emotional Arousal

18. iMPULSE
Linking Emotions to Decisions

19. iMPULSE
Linking Emotions to Decisions
Mannen

20. iMPULSE
Linking Emotions to Decisions
Vrouwen
Mannen

21. 21iMPULSE
Linking Emotions to Decisions

22. iMPULSE
Linking Emotions to Decisions

24. iMPULSE
Linking Emotions to Decisions
How to make your brochure great (again)?
ATTENTION
PRICE
PERCEPTION
EMOTION

25. iMPULSE
Linking Emotions to Decisions

26. iMPULSE
Linking Emotions to Decisions
 two fan speeds
 three heat levels
 2200 W
What would you want to pay for a … ?
Underestimation of 5-35%
(Kim, House, & Gao, 2012; Roll et al., 2010)
Babyliss Hair Dryer

27. Hair Dryer
 two fan speeds
 threeheat levels
 2200 W
cheap expensive
iMPULSE
Linking Emotions to Decisions
Online reaction time task
Jasper Dezwaef

28. Hair Dryer
 two fan speeds
 threeheat levels
 2200 W
cheap expensive
iMPULSE
Linking Emotions to Decisions
Online reaction time task
Jasper Dezwaef
 complex experimental design
 exact timing parameters crucial
 based on extensive piloting

29. iMPULSE
Linking Emotions to Decisions
General model
No change in
subjective
experience
%“cheap”responses
Price

30. iMPULSE
Linking Emotions to Decisions
Examples
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
0,9
1
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
STATEDprice
STATEDprice
+5%+20%-20% -10%

31. Thanks!
jelle.demanet@profacts.be
jelle@impulseresearch.be
@jeldeman