JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR

GOLD SPONSORS

WORKSHOP HOST

SILVER SPONSORS

PREMIERE SPONSOR

NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR

I m p a c t o f M o b i l e o n

E M O T I O N & D E C I S I O N M A K I N G

J U LY 18 , 2 0 1 3

S a l o m e S a l l e h y@salomesallehy

salome@plasticmobile.com

Diana Lucaci

@dianalucacidiana.lucaci@trueimpact.ca

I N T R O D U C T I O N

15

We Wanted to Understand What People Really Feel About Mobile Apps

15

So We Went Straight to The Source...

The Brain

N E U R O M A R K E T I N GA B A C K G R O U N D E R

15

95% of Behavior is Driven By Emotion

8

Emotional Vs. Logical Brain

Feel Say Do

Feel Say Do

Feel Say Do

BUT ACT ON HOW YOU FEEL

YOU SAY WHAT YOU THINK

Neuromarketing

Neuroscience: fMRI, EEG

Biometrics: Facial coding, Eye tracking, GSR

EEG & Eye Tracking Marrying Eye Tracking + EEG uncovers never seen before insights

Functional MRI80% accuracy in predicting behavior.

WHAT’S BENEATH THE SURFACE

HOW CAN WE PREDICT BEHAVIOR?

HOW CAN WE OPTIMIZE CONTENT?

M O B I L E A N D N E U R O M A R K E T I N G

How We Met

18

What Does Neuromarketing

Mean to Mobile?

What We Did

20

P I Z Z A P I Z Z A

Three Findings For New Perspective

Every Inch MattersFINDINGS & RECOMMENDATIONS

Findings: Images & prices are areas of focus

Recommendations: Prioritize your content

P I Z Z A P I Z Z A

26

Apps Influence Brand Perception

FINDINGS & RECOMMENDATIONS

Before

Apps Enhance

BrandAffinity

After

Findings: For better or worse, apps

can change brand perception

Recommendations: Do it, but do it right

P I Z Z A P I Z Z A

Engage ThemWhen It CountsFINDINGS & RECOMMENDATIONS

P I Z Z A P I Z Z ASOMETIMES THE MOUTH & THE BRAIN DISAGREE

-1.0

-0.8

-0.6

-0.4

-0.2

0.2

0.4

0.0

0.6

OPEN APP FIND ITEM SELECT ITEM CHECKOUT ENTER INFO

Findings: The right usability design can even

make them love checkout

Recommendations: Reduce hurdles at checkout

P I Z Z A P I Z Z A

34

W R A P P I N G I T U P

Your Customers are More Than Data

Small Screens Need Prioritization

of Content

Get it Right With Good Insights

Enhance Any Experience With The

Right Design

Neuromarketing Insights

Can Guide Usability

L U N C H T I M E ?

D I A N A L U C A C I@ d i a n a l u c a c i

d i a n a . l u c a c i @ t r u e i m p a c t . c o m

S A L O M E S A L L E H Y@ s a l o m e s a l l e h ys a l o m e @ p l a s t i c m o b i l e . c o m

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR

GOLD SPONSORS

WORKSHOP HOST

SILVER SPONSORS

PREMIERE SPONSOR

NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry