The document discusses using neuroscience to better understand the customer journey in retail environments. It begins by introducing the speaker and their background in neuroscience. It then asks how many "stops" are in a typical customer journey from an observer's perspective, listing a simplified journey of entering the store, seeing point-of-purchase (POP) materials, buying or not buying, and paying/leaving. However, it notes that neuroscience can reveal additional steps observers may miss, like noticing a POP from a distance without buying. Eye tracking and electroencephalography (EEG) can provide insights into what customers see, the order they view things, and their emotional responses. Reports from such studies analyze metrics like engagement, mental workload,

1. How many ‘stops’ does the
customer journey have?
Making your marketing efforts efficient with neuroscience

2. Ko sam ja i otkud danas ovde sa vama?
o Phd iz neuroscience-a, KU Leuven, Belgium
o Founder mBrainTrain
o Razvili prvi potpuno mobilni EEG system
o Vizija da EEG postane deo svakodnevice
o Osnovali Applied neuroscience team
o Members of NMSBA - Neuromarketing science &
business association

3. neuromarketirscientist
nauka u službi efikasnog marketinga

4. A zašto baš shopper
experience kao tema?

5. jer samo uz pomoć
neuro istraživanja
možemo zaista da
posmatramo
kompleksno retail
okruženje iz ugla
potrošača
Real world. Real clutter. Truthful insights.

6. Kako nama kao posmatračima izgleda jedan
tipičan customer journey?

7. Kako nama kao posmatračima izgleda jedan
tipičan customer journey?
Kupac je
ušao u radnju

8. Kako nama kao posmatračima izgleda jedan
tipičan customer journey?
Kupac je
ušao u radnju
PoP
Kupio ili nije
kupio

9. Kako nama kao posmatračima izgleda jedan
tipičan customer journey?
Kupac je
ušao u radnju
PoP
Kupio ili nije
kupio
Kupac je
platio I otišao

10. I šta smo zapravo tu
propustili?

12. Postoje koraci koje bez neuroistraživanja
jednostavno propustimo
Kupac je
ušao u radnju sa
naocarima…
PoP
Kupac je
platio i
otišao

13. Postoje koraci koje bez neuroistraživanja
jednostavno propustimo
Kupac je
ušao u radnju sa
naocarima…
PoP
Kupac je
platio i
otišao
Primetio
neki PoP
materijal

14. Postoje koraci koje bez neuroistraživanja
jednostavno propustimo
Kupac je
ušao u radnju sa
naocarima…
PoP
Kupac je
platio i
otišao
Primetio
neki PoP
materijal
Uzeo je proizvod sa police,
pročitao deklaraciju, vratio

15. Postoje koraci koje bez neuroistraživanja
jednostavno propustimo
Kupac je
ušao u radnju sa
naocarima…
PoP
Kupac je
platio i
otišao
Primetio
neki PoP
materijal
Uzeo je proizvod sa police,
pročitao deklaraciju, vratio
Prošao je pored
posmatranog PoP – a , video,
nije kupio, ali jos jednom
opazio proizvod/brend

16. Postoje koraci koje bez neuroistraživanja
jednostavno propustimo
Kupac je
ušao u radnju sa
naocarima…
PoP
Kupac je
platio i
otišao
Primetio
neki PoP
materijal
Uzeo je proizvod sa police,
pročitao deklaraciju, vratio
Prošao je pored
posmatranog PoP – a , video,
nije kupio, ali jos jednom
opazio proizvod/brend
Kupio je

17. Postoje koraci koje bez neuroistraživanja
jednostavno propustimo
Kupac je
ušao u radnju sa
naocarima…
PoP
Kupac je
platio i
otišao
Primetio
neki PoP
materijal
Uzeo je proizvod sa police,
pročitao deklaraciju, vratio
Prošao je pored
posmatranog PoP – a , video,
nije kupio, ali jos jednom
opazio proizvod/brend
Kupio je

18. Eye-tracking nam
daje odgovor na
sva pitanja koja se
tiču vidjivosti i
atraktivnosti
Brenda u šoping
okruženju.
Gde gledaju?
Kojim redosledom vide
stvari?
Sta im najduže privlači
pažnju?
Šta najviše ljudi opažaju, a
gde najduže zadržavaju
pogled?
…
i sve ono što sam kupac vidi
u toku kupovine

19. VIDEO 1
GOES
HERE

20. Rational processing
Emotions
Motivation
What we measure R.E.M. model
0 50 100 150 200 250 300 350
time [s]
0
50
100
EI[%]
0 50 100 150 200 250 300 350
time [s]
0
50
100
WLI[%]
0 50 100 150 200 250 300 350
time [s]
0
50
100
aff[%]
Emotional
Engagement
index (EI)
Mental
Workload
Index (WLI)
Affinity
Index (WLI)
Ukoliko uz eye-tracking
uključimo i EEG, možemo da
merimo i emocije kupaca
prilikom svake interakcije sa
brendom

21. VIDEO 2
GOES
HERE

22. VIDEO 3
GOES
HERE

23. Most FAQ
Kako izgleda report ovih studija?

25. OK, NE OVAKO

27. Static screen statistics

28. |Meet the bargain hunter.
With or without a shopping list, the bargain hunter is a person who will certainly
see all your deals and promotions, and HE WILL BE HAPPY about it!
This type of shopper has emotional reaction to good deals and a plenty of patience
when looking for a one. As you can see on the example to follow, they make their
purchase decisions subconsciously at the beginning of the customer journey, even
though the purchase happens later, after having considered all the options. Their
customer journey sometimes takes a lot of time and consideration (an example of the
milk purchase on the slide to follow - he spotted the deal at the very beginning of the
journey, but made the decision just after having it revisited several times during the
shopping).
The bargain hunter is a right target for all your promotional activities – patient and
open to exploring and finding the best purchase options.
Influence of
deals&promotions
Key drivers/obstructions Identified pattern
HIGH
KD - Good deals
KO - lack of clarity when
displaying deals &promotions
Prominent customer journey phases:
1. spotting the promotion; 2. considering
options; 3. making the decision
0 50 100 150 200 250 300 350
time [s]
0
50
100
EI[%]
0 50 100 150 200 250 300 350
time [s]
0
50
100
WLI[%]
0 50 100 150 200 250 300 350
time [s]
0
50
100
aff[%]
|personal profile:
shopper ID: s/17
age group: 25-34
gender: male
|shopper profile:
• Did shopping without shopping list.
• Described shopping as a small daily shopping.
• Bought soap, toothpaste, toilet paper, Fairy,
dairy product
• Found it very easy to locate purchased
articles.
• Shops at this market on a weekly basis.
The graph above captures R.E.M. pattern of a bargain hunter. We can see that his
engagement is high on average, while mental workload is very low during making
conscious purchasing decisions. The mental workload index is high at the beginning
(thinking what he wants to buy) and at the end of the journey (thinking whether he has
bought everything he wanted). Affinity index reaches the highest values when the
purchase decisions are made instantly.
Mean EI Mean WLI Mean AI Duration No. items
19.1% 11.55% 4.46% 350s 5
|Meet the bargain hunter.
0 50 100 150 200 250 300 350
time [s]
0
50
100
EI[%]
0 50 100 150 200 250 300 350
time [s]
0
50
100
WLI[%]
0 50 100 150 200 250 300 350
time [s]
0
50
100
aff[%]
Toothpaste, Soap, Fairy
Promotions seen
Toilet paper
Purchased
(promotion)
Milk seen and considered
Promotions
Seen, but lack of
motivation
Considering beer, but giving up
Thinking - What else?
detergent
no buy
Toothpaste, Soap, Fairy
purchased
Giving up on beer
– too complicated
Thinking - Anything else?
Milk
finally purchased
SHOPPER PROFILE ANALYSIS
detailed customer journey analysis

29. ŠTA SE JOŠ MOŽE TESTIRATI
UZ POMOĆ NEURONAUKE
ADVERTISING
• Video
• Print / Digital
• Concepts
PACKAGING DESIGN
• Redesign
• Prototype
• Experience
SHOPPER RESEARCH
• Shopper journey
• Shelf layout
• POS materials

30. Da se vratimo na pitanje sa
početka...How many ‘stops’ does the customer journey
have?

32. Da probijemo led,
postavićemo još jedno pitanje…

33. DA LI JE TO ETIČKI?

34. SADA JE RED NA VAS?
Hvala!
Ako imate pitanja, pišite 
bogdan@mbraintrain.com