Moment of decision makingMaster the

Doing CRO for 10 years1.000 tests – 25% win rate

@karstenlund

Doing CRO for 10 years1.000 tests – 25% win rate

@karstenlund

a determination arrived at after consideration

“”

@karstenlund

a determination arrived at after consideration

“”

3.000We make

decisions daily

Evolution shaped our brain for optimal decision making

@karstenlund

100 billion neurons

@karstenlund

Each with 10.000 connections

@karstenlund

More possible connectionsthan there are atoms in the entire universe

@karstenlund

Three simple concepts

Attention Emotions Memory

@karstenlund

AttentionThe act or state of applying the mind to something

@karstenlund

How we actually see the world

@karstenlund

@karstenlund

We miss out on a lot of information

@karstenlund

We miss out on a lot of information

Did you happen to notice the giant Godzilla?

@karstenlund

@karstenlund

@karstenlund

Emotions

@karstenlund

Emotions are unconsciousWhile feelings are conscious

Emotions Feelings

Unconscious Conscious

@karstenlund

Measuring emotional impact

PRODUCT FIXATION

MOTIVATION SCORE

Asymmetric activation in the prefrontal cortex +Level of arousal

@karstenlund

Memory

@karstenlund

VW –The force

@karstenlund

Evian –Baby&me

@karstenlund

High emotional impact & activation

@karstenlund

High emotional impact & activation

Product enters the story & emotional impact and activation heavily decreased

@karstenlund

High emotional impact & activation

Emotional impact and activation again goes up, and finishes at a high

@karstenlund

Emotional impact and activation is consistently high throughout the commercial

@karstenlund

Which one was

a successAnd which one was a

failure

@karstenlund

Mastering the moment of decision making

Attention Emotions Memory

Comes down to measuring what we pay attention to, how we react and what we remember about it

@karstenlund

Thank you!

@karstenlund