Heather Andrew, Founder & CEO of Neuro-Insight explores the relationship between neuroscience and mobile behaviour.

1. Neuroscience
and mobile
behaviour

2. Neuroscience – a new frontier

3. The subconscious is key

4. Brain imaging gives new perspective

5. Attention only gets you so far…

6. What really matters is emotional response…

7. … and what gets into memory

8. Memory – an example

9. So – what does all this mean for mobile?

10. Five key thoughts about mobile comms
It’s about triggering, not brand-building1
It’s not about shouting loudest2
Emotional intensity helps3
Personal relevance is key4
Interaction is a magnifier5

11. It’s about triggering, not
brand-building1

12. It’s about triggering, not brand-building

13. It’s about triggering, not brand-building

14. It’s about triggering, not brand-building

15. It’s not about
shouting
loudest
2

16. It’s not about shouting loudest

17. It’s not about shouting loudest
0
20
40
60
80
Control Explicit Implicit
Numberofchoices
McDonald's Burger KingThe implicit conditioning of consumer attitudes: Logo substitution effect
Rafal K. Ohme: Polish Psychological Bulletin

18. It’s not about shouting loudest

19. Emotional
intensity
helps
3

20. Emotional intensity helps

21. Emotional intensity helps
100
165
0
20
40
60
80
100
120
140
160
180
Index
Emotional response to the same content tweeted live and later
Video originally seen live, retweeted in non-live groups Live video viewed in context

22. Emotional intensity helps

23. Personal relevance
is key4

24. Personal relevance is key

25. Personal relevance is key

26. Personal relevance is key

27. Interaction is
a magnifier5

28. Interaction is a magnifier

29. Interaction is a magnifier
100
129
0
20
40
60
80
100
120
140
Static ads FreeWall® ads
Index
Peak level of left long-term memory
encoding

30. Interaction is a magnifier

31. A quick reminder…
It’s about triggering, not brand-building1
It’s not about shouting loudest2
Emotional intensity helps3
Personal relevance is key4
Interaction is a magnifier5

32. Thank you
Any questions?