Sis fri 0845 roger dooley
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Neuromarketing: Your Brain on Buy Search Insider Conference May 4-7, 2011 Roger Dooley NeuroscienceMarketin g.com rogerd@dooleydirect. com @rogerdooley #mpsis
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Transcript of Sis fri 0845 roger dooley
Neuromarketing: Your Brain on Buy
Search Insider ConferenceMay 4-7, 2011
Roger Dooley
@rogerdooley#mpsis
Copyright 2011, Roger Dooley 2
Project Impact
2008 Research:
“Stores too cluttered”
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Real Impact: -$1.85 Billion
Source: DailyArtifacts.com, Phil Terry
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Project Impact
2010 Research:
“Want more products”#mpsis @rogerdooley
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AskingQuestions?
#mpsis @rogerdooley
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Memory
#mpsis @rogerdooley
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Memory
Changed
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Memory
False
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Memory
Malleable
#mpsis @rogerdooley
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Why did you buy that?
• It tastes better!
• I like the smell!
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Iceberg: 88% Hidden
(Lakoff & Johnson)
#mpsis @rogerdooley
Mind: 95% Subconscious
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Neuromarketing
#mpsis @rogerdooley
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(from Deliver mail marketing magazine)
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• No Mind Reading• No “Super-Ads”• No Buy Button
in the Brain
#mpsis @rogerdooley
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• 20% No Effect • 20% See a
Decline!
Series1
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
Share Increase
From The Advertised Mind,Erik du Plessis#mpsis @rogerdooley
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Neuroscience• EEG• fMRI•MEG• Biometrics
BehavioralScience• Behavior
Studies• Eye Tracking• Facial Coding
#mpsis @rogerdooley
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fMRI• Measure brain
activity in a short time span
• Subjects can view images, videos, etc.
• Subjects can press buttons
Carnegie-Mellon University
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fMRI• Expensive• Claustrophobic• Noisy• Limited Motion• Small Sample
Size
#mpsis @rogerdooley
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GoDaddy Girl: 1Neuroscientists: 0
#mpsis @rogerdooley
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EEG• Uses
Electrodes• Lighter,
Portable• Cheaper• Faster
Response Times
• Less DetailUniv. of South Carolina
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Facial Coding
Premises:• Brief facial
expressions reveal true emotions
• A trained individual can identify these.
Sensory Logic
#mpsis @rogerdooley
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SensoryLogic
#mpsis @rogerdooley
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Facial Coding
Sensory Logic
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Facial Coding
Sensory Logic
#mpsis @rogerdooley
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• Science limited• Peer-reviewed studies?• Validation with sales?
#mpsis @rogerdooley
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• Ads• Brands/Attitudes• Products• A/B Testing
#mpsis @rogerdooley
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BehaviorResearch
John Wiley & Sons
November, 2011 #mpsis @rogerdooley
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Socializing?
image credit: jessicaswanson.com
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TheUltimatum
Game#mpsis @rogerdooley
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Ultimatum Game Results
Fair Deals Failures0%
10%
20%
30%
40%
50%
60%
50%
33%
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Effect of Social Conversation
Fair Deals Failures0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
50%
33%
83%
17%
No SocialWith Social
#mpsis @rogerdooley
Neuromarketing
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€ $
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€ $
#mpsis @rogerdooley
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Simple Fonts Convince
#mpsis @rogerdooley
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Neuromarketing: Your Brain on Buy
Search Insider ConferenceMay 4-7, 2011
Roger Dooley
@rogerdooley#mpsis
