To share- IAA Neuromarketing presentation by Thom Noble @ Neurofocus

Thom Noble, Managing Director, Europe

The Evolution of Market Research

The Neuroscience Revolution

Three trends converging …

Increasing power of

COMPUTING TECHNOLOGY

Accelerating breakthroughs in

NEUROSCIENCE

Drive to better understand consumer

EMOTIONS AND THINKING

THE

NEUROMARKETING

REVOLUTION

The Evolution of Market Researchwhy companies seek insights beyond traditional research methods

2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 3

TRADITIONAL RESEARCH

NEUROSCIENCE

THINK / FEEL

SAY

DO

NEW FRAMEWORK

20101© NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

Our Team - The Top Minds in NeuroscienceBerkeley, Harvard, MIT, Columbia , Oxford etc

DR. ROBERT T. KNIGHT

PROFESSOR

OF NEUROSCIENCE

UC BERKELEY

DR. EARL MILLER

PROFESSOR

OF NEUROSCIENCE

MIT

DR. RAJIV LAL

PROFESSOR

OF MARKETINGHARVARD

GERALD ZALTMANPROFESSOR OF BUSINESS ADMINISTRATION

EMERITUSHARVARD BUSINESS SCHOOL

STEPHEN

KOSSLYNPROFESSOROF PSYCHOLOGYHARVARD

DR. LEON DEOUELL

PROFESSOR

OF NEUROSCIENCEHEBREW UNIVERSITY

DR. HANS-JOCHEN HEINZE DIRECTOR OF THE LEIBNIZ INSTITUTE OF

NEUROBIOLOGYMAGDEBURG, GERMANY

DR. ANNA CHRISTINA NOBRE

DIRECTOR OF THE BRAIN AND

COGNITION LABORATORY

OXFORD

ERIC R. KANDEL, M. D.

NOBEL PRIZE LAUREATEPROFESSOR, COLLEGE OF

PHYSICIANS AND SURGEONS

FOUNDING DIRECTOR OF THE

CENTER FOR NEUROBIOLOGY AND

BEHAVIOR

COLUMBIA UNIVERSITY

DR. ADAM GAZZALEY

DIRECTOR , NEUROSCIENCE

IMAGING CENTER

UC SAN FRANCISCO

4

Example

Deep Subconscious Responseto Messaging, Attributes and Emotions

2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and

Proprietary.5

BASELINEBRAINWAVE MEASUREMENT

P300 RESPONSE

CONFIRMS MESSAGE EFFECTIVENESS EXPOSURE TO THE STIMULI

intuitive, stylish, innovativeintuitive, stylish, innovative

5 Research focus areas


Brand essence is the

foundation of effective

marketing

Packaging encapsulates

and previews the product’s

unique experience

Messaging must

express and reinforce

the brand essence and

product promise

All marketing must

come together at

major touch-points

PRODUCT

PROMISE

PACKAGING

BRAND

ESSENCE

ADVERTISING

AND

MESSAGING

ON-LiNE &

IN-STORE

EXPERIENCE

Products must embody

the brand across all

categories

INTELLECTUAL PROPERTY

42 patents, 10 trademarks

Protocols & Software : Customized

protocols and proprietary Analysis

Software Tool Suite

TECHNOLOGY

Wireless headset : New wireless, dry,

consumer-friendly headset –

productization

Ambulatory eye-tracking integrated

with shopping and mobile studies

3D Matrix Tool : 3D, realistic,

reconfigurable shopping environments

Leader in Technology and IP

EFFECTIVENESS

PERSUASION /

PURCHASE INTENT

NOVELTY / STAND-OUT

AWARENESS / COMPREHENSION

EMOTIONAL ENGAGEMENTATTENTION

MEMORY RETENTION

7 Core

Neuro Metrics

NeuroLab Value Proposition


ENHANCED ROI

CYCLE -TIME REDUCTION

ITERATIVE and HOLISTIC

ANALYSIS

Some Best Practice

Examples

BESTPRACTICES

The brain grants attention to visual elements roughly in this

hierarchy: 1 Motion, 2 Novelty, 3 Error, 4 Ambiguity

Understand Attention


1

2 4

3

MOTION

NOVELTY AMBIGUITY

ERROR

BESTPRACTICES

BESTPRACTICES

Emotion is a critical driver of purchase intent. Emotional

engagement is best achieved in large and multimedia formats.

The brain likes to have multiple sensory inputs to process the

highly complex and nuanced realm of emotions.

Leverage Emotion

2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

BESTPRACTICES

more than three or four visual clusters will make it harder for the

brain to process the message.

No more than four visual clusters


13

When designing messages, use human faces when possible. the brain is hard-wired to look at human faces.

14

BESTPRACTICESThe Brain Loves Faces

Images placed in the left visual field receive primary attention and quick decoding from the visually-oriented

right hemisphere. The left hemisphere is better at processing verbal and semantic information, so placing text in

the right visual field will be discovered and decoded quickly by the brain.


Place Images on the left,

Text on the right

BESTPRACTICES

BESTPRACTICES

Women engage faster with faces

and respond to direct eye contact

16

Tested poorly


Cortical Brain in Women

17

The female brain is 9% smaller

and sits in a smaller

cranium.

But it has the same number of

brain cells, only packed

more tightly

Result: women have same

“computational power”

leading to same I.Q. as

men.


TV Advertising

Deliverables

Component Effectivenessmen vs. women


All scores are on a 10 point

scale, with +/- 0.2 being

significant

overall

neurological

effectiveness

6.8

SAMPLE

Effectiveness Peaks: Sec by sec


SAMPLE

all scores on a 10 point scale +/- 0.2 is a significant difference

What drives effectiveness?component peaks

2


SAMPLE

KPI attention

score

6.1

KPI Emotional

Engagement

score

8.1

KPI Memory Retention

score

5.7

ATTENTION

EMOTIONAL

ENGAGEMENT

MEMORY

RETENTION

all scores on a 10 point

scale +/- 0.2 is a significant difference


Deep Subconscious ResponseAttributes

LEVEL - 5

LEVEL - 4 Distinctive

LEVEL - 3 Cute Cute

LEVEL - 2 Classy DistinctiveDistinctive

LEVEL - 1 Cute Classy

NO RESPONSE Classy

EX

CEP

TIO

NA

LG

OO

D

#1 #3#2

SAMPLE

Wear-Out v Wear-In Profile


Reach v Frequency?

SAMPLE

Measures NeuroMetrics during repeated

exposures to the ad

Optimizes Gross Ratings Points (GRP) buys

to determine frequency and reach

AD ORIGINAL ~30 sec

COMPRESSED AD~10 sec

Neurological Compression


Our algorithms automatically extracted compressed versions of the ad

based on neurological optimality.

SAMPLE

48 SHEET POSTER MAGAZINE PRINT AD

Optimal Scene Selectionby Media Channel and Format


Algorithms automatically extracted most effective versions of the ad based

on neurological optimality.

WED BANNER AD

SAMPLE

Sensory-Experiential

Testing

Neurological Iconic Signature (NIS)

Embedding

Neurological Iconic Signatures (NIS)

are the unique moments in the

product experience process that

generate the highest levels of brain

engagement.

Identifies NIS markers through Total

Consumer Experience (TCE) testing.

Guides NPD and Comms creation to

leverage these neurological high

points


Parietal (Taste/Touch/Smell)

Brain Stimulation

Measures the brain areas responsible

for taste, touch, and smell, second-

by-second as the ad is viewed.

Superior ads result in the direct

stimulation of the parietal area of the brain, where the product is enjoyed.

Particularly important for food and

beverage advertisers and those with

sensory or experiential aspects to

their brands or services


Mirror Neuron System (MNS)

Activation

The Mirror Neuron System (MNS) is

activated when we see someone

performing an act that’s emotionally

relevant to us. If the ad shows a person

throwing a ball, for instance, the areas of

the observer’s brain involved in throwing a

ball will activate.

Monitors the extent to which an ad

stimulates the observer’s brain to reach

out and handle/consume the product

immediately.


10 Benefits of NeuroFocus Testing

1.Accurately evaluates what consumers THINK/ FEEL (as opposed to what they SAY)

2.Takes out guesswork from traditional research

3.Provides quantified data, at deeper- than- Qual levels

4.Measures moment by moment interaction with all forms of stimulus

5.Identifies cause and effect triggers of response patterns

6.Yields fresh, deeper, highly actionable insights

7.Applies very latest principles and hypotheses of Cognitive NeuroScience and NeuroPsychology

8.Delivers rich diagnostics for optimization

9.Reaches the parts other techniques struggle to reach eg emotions and feelings,

creative, intangible, experiential and sensory work

10.Delivers a quantum leap in understanding consumer thinking and perception

•30•2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

Complementary Tool

THINK / FEEL >>> SAY >>> DO

THANK YOU!!

Thom Noble

Managing Director, NeuroFocus Europe

London

+44 (7768) 861 374

[email protected]

mailto:[email protected]

To share- IAA Neuromarketing presentation by Thom Noble @ Neurofocus

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Transcript of To share- IAA Neuromarketing presentation by Thom Noble @ Neurofocus