Car Clinics 3.0. Design better cars bypeering into consumers brains!Using Neuromarketing tools in a multimoderesearch appr...
MAKING BETTER CARSthroughbetter research
objectivesI.  Understand which car(s) on overall level are emotionallyengaging for users.II.  Understand which specific el...
are people rational?
Integrated neuro-researchELECTROENCEPHALOGRAM (EEG)EYE TRACKING (ET)GALVANIC SKIN RESPONSE (GSR)
Approach Stage 1: CGI LABORATORY TEST
Motion Spectrum: FORD focus - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)ACTIVATIONRELEVANCEHIGHLOW
Motion Spectrum: Volkswagen jetta - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)ACTIVATIONRELEVANCEHIGHLOW
OVERALL EVALUATION OF THE cars exterior DRIVERS & weaknesses-9 -222.914 3.243 3.7485,14 5,59 5,59(a) (b) (c)ü front view,...
OVERALL EVALUATION OF THE cars interior0AFTEREXPLORATION0FIRSTEXPOSUREAFTEREXPLORATIONFIRSTEXPOSUREAFTEREXPLORATIONFIRSTEX...
Approach Stage 2: REAL PRODUCT EXPERIENCE TEST
- Too shiny/ REFLECTS LIGHT -- LIGHT REFLECTION IS NOT SAFE -- SOFT ORNAMENT IS SAFE -- SOFT ORNAMENT IS NOT SAFE -- HARD ...
Neuro-research results on ornaments0-20 -18-340-35164.923.004.103.00 3.077 .00 .00VW POLO Soft Hyundaii20Fiat PuntoOrnamen...
KEY LearningSI.  Consumers have difficulties to verbally express liking. Objective measurement is needed to get hold of th...
PEOPLE MAKE CHOICES UNCONSCIOUSLY RATHER THAN CONSCIOUSLYMix conventional methods with neuro science tools
ESOMAR Automotive Forum 2013_Wim Hamaekers
ESOMAR Automotive Forum 2013_Wim Hamaekers
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ESOMAR Automotive Forum 2013_Wim Hamaekers

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We are extremely proud to tell you that our joint presentation with Toyota won an award for best presentation at the Automotive Forum in Wolfsburg last week. Wim Hamaekers (Rogil) and Ronny Pauwels (Toyota) hosted a presentation on the application of neuro-research in car clinics, virtually tested and in a real car.

Published in: Automotive, Sports, Business
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  • STAGE 1 – LABORATORY TESTRespondents are exposed to three video footages/demonstrations, showing the overview, inside and outside of three chosen car models, while recording their BIO reactions and visual attention. Then respondents have undertaken a CAPI survey regarding the videos they have just seen, capturing on their verbal evaluation for the tested material. STAGE 2 – REAL PRODUCT EXPERIENCE TESTRespondents experience the real product. They are sitting in the car and exploring its various inside features. Additionally, they explore different graining samples through short series of directed tasks, while recording their BIO reactions.
  • ExteriorInitial front view evokes negative emotional engagement. Positive emotional engagement when users are looking at alloy wheel. Negative emotional engagement re-appears when looking at side view and ¾ rear view. Neutral/ Positive emotional engagement re-appears when looking at front bumper. High activation appears when looking at the front bumper.
  • Exterior VW exterior is positively engaging. Various views of the car are neutrally emotionally engaging. ¾ front view is positively engaging. Side view evokes high activation driven by the exterior door handles. High activation when looking at VW crest.
  • STAGE 1 – LABORATORY TESTRespondents are exposed to three video footages/demonstrations, showing the overview, inside and outside of three chosen car models, while recording their BIO reactions and visual attention. Then respondents have undertaken a CAPI survey regarding the videos they have just seen, capturing on their verbal evaluation for the tested material. STAGE 2 – REAL PRODUCT EXPERIENCE TESTRespondents experience the real product. They are sitting in the car and exploring its various inside features. Additionally, they explore different graining samples through short series of directed tasks, while recording their BIO reactions.
  • VW Polo soft is more activating at side view and more emotionally engaging as well as activating at touching. Hyundai is more emotionally engaging and more activating at side view and at touching. Fiat Punto ornament and Renault Clio ornaments are “close-to-be” animal skin pattern; hence they evoke high activation after touching yet with neutral emotional engagement.
  • Consumers have difficulties to verbally express liking. Objective measurement is needed to get hold of the emotional engagement and link them with verbal evaluation. Specific car exterior and interior elements can evoke negative or positive reactions without affecting the overall liking of the car. Higher activation (short-term arousal) towards specific car elements coupled with negative emotional engagement is an indication of un-clarity and ambiguity.It’s not only the overall evaluation that matters, all the individual elements have to be engaging emotionally for long term success.In order to maintain a good overall interior evaluation, car interior details should be highly appreciated...1+1=3!Even small details in the car can evoke strong emotional reaction ultimately effecting the overall liking of the interior.
  • ESOMAR Automotive Forum 2013_Wim Hamaekers

    1. 1. Car Clinics 3.0. Design better cars bypeering into consumers brains!Using Neuromarketing tools in a multimoderesearch approach at the beginning of the cardevelopment process.Wim Hamaekers – RogilRONNY PAUWELS – TOYOTA MOTOR EUROPE
    2. 2. MAKING BETTER CARSthroughbetter research
    3. 3. objectivesI.  Understand which car(s) on overall level are emotionallyengaging for users.II.  Understand which specific elements of the tested cars areemotionally engaging for users.III.  Explain users’ emotional engagement with specific elements oftested cars in the context of verbal feedback.
    4. 4. are people rational?
    5. 5. Integrated neuro-researchELECTROENCEPHALOGRAM (EEG)EYE TRACKING (ET)GALVANIC SKIN RESPONSE (GSR)
    6. 6. Approach Stage 1: CGI LABORATORY TEST
    7. 7. Motion Spectrum: FORD focus - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)ACTIVATIONRELEVANCEHIGHLOW
    8. 8. Motion Spectrum: Volkswagen jetta - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)ACTIVATIONRELEVANCEHIGHLOW
    9. 9. OVERALL EVALUATION OF THE cars exterior DRIVERS & weaknesses-9 -222.914 3.243 3.7485,14 5,59 5,59(a) (b) (c)ü front view, ¾ front viewü the line of the car & side viewý the front viewü Alloy wheelsý the Side, FRONT & ¾ REAR VIEW
    10. 10. OVERALL EVALUATION OF THE cars interior0AFTEREXPLORATION0FIRSTEXPOSUREAFTEREXPLORATIONFIRSTEXPOSUREAFTEREXPLORATIONFIRSTEXPOSURE1,75,40213,8 3,60 02,25,14,39 4,80 5,48 5,77 5,27 5,43Speedo meter, drivers door inspecial central console, gearshiftSteering wheel, radio, grainingcentral console, gearshift,handbrake, pass. doorSteering wheel, radio, grainingGearshift, handbrakeAll other elementsüý
    11. 11. Approach Stage 2: REAL PRODUCT EXPERIENCE TEST
    12. 12. - Too shiny/ REFLECTS LIGHT -- LIGHT REFLECTION IS NOT SAFE -- SOFT ORNAMENT IS SAFE -- SOFT ORNAMENT IS NOT SAFE -- HARD ORNAMENT IS MORE SAFE –
    13. 13. Neuro-research results on ornaments0-20 -18-340-35164.923.004.103.00 3.077 .00 .00VW POLO Soft Hyundaii20Fiat PuntoOrnamentCitroen DS3 RenaultClioFord Fiesta Peugeot 2081 4 0-100-4023.07714.76920.2564.10316.0449.4513.516Touchingornaments samplesview at ornamentssamples
    14. 14. KEY LearningSI.  Consumers have difficulties to verbally express liking. Objective measurement is needed to get hold of theemotional engagement and link them with verbal evaluation.II.  Specific car exterior and interior elements can evoke negative or positive reactions without affecting theoverall liking of the car.III.  It’s not only the overall evaluation that matters, all the individual elements have to be engagingemotionally for long term success....1+1=3!IV.  Even small details in the car can evoke strong emotional reaction ultimately effecting the overall liking ofthe car .
    15. 15. PEOPLE MAKE CHOICES UNCONSCIOUSLY RATHER THAN CONSCIOUSLYMix conventional methods with neuro science tools

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