Optimizing Online Content - With the Brain in Mind

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Optimizing online content
With the brain in mind.
#TLE2014The Live Event - London@KarstenLund

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THE BRAIN

100 BILLION NEURONS
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MORE POSSIBLE CONNECTIONS
THAN THERE ARE ATOMS IN THE UNIVERSE
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FROM EARLY INFANCY
THE BRAIN IS A BATTLEGROUND
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THE TEENAGE BRAIN IS VICTIM OF
SHEAR MASS MURDER
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WHAT YOU ARE “EXPERIENCING” NOW
IS UP TO 15 SECONDS AGO
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THE BRAIN

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The brain is an evolutionary masterpiece
– a biological prediction engine.

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The brain is an evolutionary masterpiece
– a biological prediction engine.
… But far from perfect

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The brain can instantly
recognize otherwise hidden patterns
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… recognize
faces that are not there
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And yet…

And yet… you most likely
missed the giant Godzilla
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“Using fMRI for my new book Brandwashed we
discovered that (when iPhone users watch images
of an iPhone) there’s a ﬂurry of activation in the
brain’s insula— which is connected to feelings of
love and compassion – in short the subjects loved
their iPhones; responding the same way they
would respond to their boyfriend, girlfriend, niece,
nephew, or family pet.”
Martin Lindstrøm

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“Using fMRI for my new book Brandwashed
we discovered that (when iPhone users
watch images of an iPhone) there’s a ﬂurry of
activation in the brain’s insula— which is
connected to feelings of love and
compassion – in short the subjects loved their
iPhones; responding the same way they
would respond to their boyfriend, girlfriend,
niece, nephew, or family pet.”
Martin Lindstrøm

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“Using fMRI for my new book Brandwashed
we discovered that (when iPhone users
watch images of an iPhone) there’s a ﬂurry of
activation in the brain’s insula— which is
connected to feelings of love and
compassion – in short the subjects loved their
iPhones; responding the same way they
would respond to their boyfriend, girlfriend,
niece, nephew, or family pet.”
Martin Lindstrøm
Russ Poldrack

http://zite.to/q3Jbz8
“Insular cortex may well be associated with feelings of love
and compassion, but this hardly proves that we are in love
with our iPhones.
In Tal Yarkoni’s recent paper in Nature Methods, we found
that the anterior insula was one of the most highly
activated part of the brain, showing activation in nearly 1/3
of all imaging studies!
So far as I can tell, this particular reverse inference was
simply fabricated from whole cloth.
I would have hoped that the NY Times would have learned its
lesson from the last episode.”

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““The warning signs on cigarette packages can
actually make smokers urge more for a
cigarette!!!””
Martin Lindstrøm
Nucleus Accumbens

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““The warning signs on cigarette packages can
actually make smokers urge more for a
cigarette!!!””
Martin Lindstrøm
Nucleus Accumbens

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Attention using Eyetracking
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“The Unexpected Visitor”

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… examine the painting freely

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… estimate the material circumstances
of the family

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… assess the ages of the characters

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… determine the activities of the family
prior to the visitor’s arrival

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… surmise how long the “unexpected
visitor” had been away

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Attention
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There is Bottom Up
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There is Bottom Up
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Bottom-up driven attention refers to the quasi-automatic capture of
spatial attention by physically conspicuous (salient) stimuli, such as
moving stimuli, and stimuli of high local luminance contrast

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There is Bottom Up
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Or.. The stuff we bump into

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It’s Effortless
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It’s Unconscious
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It’s Always On
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There is Top Down
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Top-down attention mechanisms can further be broken down into
‘spatial attention’ and ‘feature-based attention’.
The former describes the ability to voluntarily focus one’s attention on a
particular region in space (even without moving one’s eyes towards that
location), and the latter describes the ability to focus on particular visual
features of the environment, for example on a particular color or shape

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There is Top Down
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Or… The stuff we look for

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It’s effortfull

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It’s conscious

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It’s not always on

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It’s Either Or
80
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To be fair… there is also Neither

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To be fair… there is also Neither
Facial recognition, reading, symmetry etc. considered
as neither top down nor bottom up.

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Example… Where is Waldo

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Example… “The unexpected visitor”

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The Slider – What to do?

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UNLESS – You do it right…

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When you think about the future
You experience it like a memory you already have had

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When optimizing content
You need to know what people are likely to pay attention to

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Predicting how popular a video will be (84%)

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Ganni.com

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Ganni.com

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Ganni.com

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Ganni.com

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Ganni.com

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Ganni.com

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Create Better Tests & Hypothesis
Knowing what implications a (change of) design has

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Now that was attention…
What about emotion?

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•  ATTENTION – what are consumers noticing and missing?
•  AROUSAL – what engages consumers?
•  MOTIVATION – what gains consumer interest, what generates desire?
•  COGNITIVE LOAD – information overload?
The Metrics…

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In-Store Emotion & Attention Test
… To see if exposure of an ad has any affect on choice

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Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG
No ad 15 seconds ad 30 seconds ad
GROUP 1 GROUP 2 GROUP 3

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Tobii Glasses
Emotiv EPOC EEG
CONTROL GROUP! TEST GROUP!

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Tobii Glasses
Emotiv EPOC EEG
PRODUCT FIXATION
MOTIVATION SCORE

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Brain responses predict purchase
First second brain responses to products were
highly predictive of actual purchase

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THANK YOU FOR YOUR TIME!

Optimizing Online Content - With the Brain in Mind

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