Electroencephalography in Market

ResearchBy Lauren Gorey

What is Neuromarketing??Electroencephalography (EEG)

Primarily used for to measure brain activity medical purposes, now used in market research

Measurement of brain activity when visually stimulated

Interprets consumer data by recording subconscious response

Only 2% of your brain energy is spent on your conscious activity

How is it measured?Around 40 electrosensors on head, face, and fingersCombined with eye-tracking methodsFocuses on emotions, memory, and attention

One of the first neuromarketing companiesDoes it prompt purchasing intent??VISA Olympics Campaign effectiveness

Three media platformsTested 24 people, 12 men and 12 women25-54 years oldhttp://www.neurofocus.com/pdfs/NeuroFocusVISAOly

mpicStudy_ARF2010.pdf

Visa Olympics Results

Found that Facebook was the most effective.Women paid more attention to all three platformsTelevision was more effective on men than women

Results from “Ski Life to Brand Lift”

Male vs. Female

10 point scale Television Website Facebook

Effectiveness 6.9 5.6 6.1 5.6 7.0 6.1

Attention 5.9 7.0 8.5 9.0 8.0 8.1

Emotion 7.5 6.0 6.4 5.7 8.1 6.4

Memory 6.4 5.4 5.2 5.0 4.5 5.6

Purchase Intent 6.9 5.7 6.0 5.5 6.1 6.4

Novelty 6.3 6.1 6.9 7.5 6.2 6.9

Awareness 6.9 6.6 7.4 7.8 7.8 7.0

[1] Source: http://www.neurofocus.com/pdfs/NeuroFocusVISAOlympicStudy_ARF2010.pdf

Companies who use Neuromarketing

AXE Body Wash•Changed bottle to a more curvy shape•Changed the label to make it stand out more•Sales have increased about 5%

Campbell SoupConducted a two year study with 1500 participantsMuch controversy about altering their iconic logo

Decided to keep three original labelshttp://www.fastcompany.com/1558477/campbells-so

up-neuromarketing-redux-theres-chunks-real-science-recipe

Companies who use Neuromarketing

Companies who use Neuromarketing

Frito-Lay Wanted to target more womenFound shiny bags triggered an area of

the brain which linked the emotion of guilt

Changed their bags from shiny to matte finish

Neuromarketing in the FutureBrainwashing??

Consumers believe researchers are exploiting people by creating addictions/cravings

Regulations?Lack of scientific journals Cost of Neuromarketing has significantly decreasedIncreasing clientele

Googe, Hyundai, Walt Disney, Microsoft, Chevron, Yahoo, PepsiCo

References1. http://www.neurofocus.com/pdfs/NeuroFocusVISAOlym

picStudy_ARF2010.pdf

2. http://www.fastcompany.com/1558477/campbells-soup-neuromarketing-redux-theres-chunks-real-science-recipe

3. http://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html

4. http://www.neurofocus.com/Advertise.htm

5. http://online.wsj.com/article/SB10001424052702303644004577520760230459438.html

6. http://popsop.ru/wp-content/uploads/sunchips_fritolay_pepsico.jpg

7. http://neurogadget.com/wp-content/uploads/2011/03/mynd1.jpg