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Neuromarketing:

new approach of marketing

research and how it can be used

in prevention activities

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The thinking man?

2

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Do Think Feel

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Even nowadays our conscious mind is only a tip of an iceberg

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We do not make decisions without emotions

Antonio Damasio, Professor of Neuroscience (University of Southern California)

Studied patients, whose ability to understand and use emotions had worsened because of brain damage.

Finding:

People are not fully rational decision makers – on the contrary!

Conclusion:

Emotion is an inseparable and central component in decision making.

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Behavioral experiment: herd behaviour

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Inevitably, the environment around us influences our behaviour.

In particular, we take notice of how others around us behave and/or had behaved before us.

The mere presence of graffiti doubles the number of people littering.

Keizer et al "The spreading of disorder."

Science (2008)

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THE EMOTIONAL REVOLUTION

Do Think Feel DO FEEL THINK

THE OLD PARADIGM

Neuroscience:

The Missing Link

Observation, Questionnaires &

Surveys

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We know that…

We use instinct when processing information and making decisions

We can not explain our motivations at an aggregate emotional level- what “feels right” to us

We are able to come up with explanations, but these are often post-rationalisations

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Neuromarketing uses the theories and methods of cognitive neuroscience to plan, execute and measure marketing activities (e.g. assess TV commercials) (Ale Smidts, 2002)

What is neuromarketing?

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Neuromarketing

Neuromarketing research has been conducted for decades, just without calling it neuromarketing. So it may be quite new for marketing, but not for scientific research.

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Methodology

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Technologies used in neuromarketing

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EEG

Eye-tracking

GSR

fMRI

Reaction times

Facial coding

Behavioral experiments

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Eye tracker – ATTENTION

TNS Emor uses the combination of three technologies: EEG + GSR + eye tracking

GSR – ACTIVATION

EEG – RELEVANCE

1

2

3

Negative reaction Positive reaction

1

2

3

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2

3

1

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Examples

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The effectiveness of anti-smoking campaigns

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A B C

UCLA, 2012

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The effectiveness of anti-smoking campaigns: rational evaluations, prefrontal cortex activity and reality

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UCLA, 2012

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Testing of anti-alcohol campaigns (Estonia, 2012)

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NUMBER OF PARTICIPANTS: 44

TARGET GROUP:

GENDER:

50% female

50% male

AGE:

50 % 18-35 y.o

50% 36-60 y.o

DATA PROCESSING ALGORITHM

Tallinn

April 2012

SAMPLE TESTED MATERIAL

Antialko AD „Terviseks“ TVC (50’’)

Antialko AD „Neuron“ TVC (25’’)

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„Terviseks“ results RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)

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AC

TIV

AT

ION

RELEVA

NC

E

HIGH

LOW

RELEVANCE INT. ref.

-4

ACTIVATION INT. ref.

5.6

CLICK TO PLAY

positive neutral negative LEGEND not available N/A

N=44

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„Neuron“ results RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)

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AC

TIV

AT

ION

RELEVA

NC

E

HIGH

LOW CLICK TO PLAY

N=44

RELEVANCE INT. ref.

5

ACTIVATION INT. ref.

4.8

positive neutral negative LEGEND not available N/A

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Testing of anti-speeding campaign (Latvia, 2012)

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VALIM

NUMBER OF PARTICIPANTS: 66

TARGET GROUP:

GENDER: female, N=33; male, N=33

NATIONALITY: Latvians, N=32; Russians, N=34

AGE: 50 % 18-34 y.o 50% 35-60 y.o

DATA PROCESSING ALGORITHM

By Human Mind and Brain

Riga

December, 2012

TESTED MATERIAL SAMPLE

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General results RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)

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0 5 10 15 20 25 30

Social 30’’ TOTAL SAMPLE, n=66

HIGH

LOW

AC

TIV

ATIO

N

RE

LE

VA

NC

E

POS

NEG

TOTAL SAMPLE BENCH.REF.

RELEVANCE 2

ACTIVATION 7,2

positive negative neutral

25

20

15

10

5

0

1

0.5

0

-0.5

-1

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Does gender matter?

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0 5 10 15 20 25 30

WOMEN, n=33

MEN, n=33

HIGH

LOW AC

TIV

ATIO

N

RE

LE

VA

NC

E POS

NEG

HIGH

LOW AC

TIV

ATIO

N

RE

LE

VA

NC

E POS

NEG

positive negative neutral

GENDER BREAK

WOMEN BENCH.REF. MEN BENCH.REF

RELEVANCE 14 -13

ACTIVATION 6,9 7,6

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Indirect actions and campaigns might be a good idea to consider for changing behavior

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Prof. Dr. Jürgen Gallinat

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Indirect actions and campaigns might be a good idea to consider for changing behavior

Prof. Dr. Jürgen Gallinat

X AXIS

LOWER LIMIT

UPPER LIMIT

CHART TOP

Y AXIS Y AXIS LIMIT

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Using neuromarketing research

Possibility to test the effectiveness of messages, independent of format:

Testing concepts before ad production (TV)

Input/feedback for producing the ad

Comparison between alternatives

Testing finished ads before media spending (TV)

Input/feedback for changing or shortening the ad

Effective planning of media spending

Attention to details, second by second analysis

Testing static material (print, outdoor)

Input/feedback for re-arranging the elements, reducing noise

Attention to details, second by second analysis

Comparison between alternatives

Combined with focus groups for a holistic and deep understanding of

consumer feedback.

The list is not exhaustive.

X AXIS

LOWER LIMIT

UPPER LIMIT

CHART TOP

Y AXIS Y AXIS LIMIT

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What to take out from this presentation for preventive actions?

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A campaign, that is created based on people’s rational

evaluations might not appear to be the most effective –

people prefer to stay in their „comfort zone“ and are unaware

of their unconscious reactions

Influencing can be indirect without directly saying what is

trying to be achieved

Extreme intimidation does not work

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1 Headshot goes here (black & white)

Thank you!

Kaidi Reedi

Consumer Behavior and Neuromarketing Research Expert

E-mail: kaidi.reedi@emor.ee