Cracking The Biometric Nut by Cristina de Balanzó of Walnut - Presented at Insight Innovation...
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_Cracking the biometric nut!_ Beyond persuasion: rethinking available advertising research tools By Cristina de Balanzó, PhD. Founder & The Main Nut @crisbalanzo IIeX São Paulo , 25th March 2013
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As we learn more about the human brain, we know that people largely use their instincts when processing information and making decisions. From a research perspective, this means that people cannot explain their motivations except at an aggregate and holistic emotional level – what ‘feels right’ to them. If asked to think more deeply and explain their feelings, people willingly come up with views, but these are largely incomplete and often incorrect rationalizations or cognitive distortions. In recent years, science has progressed in its understanding of human behaviour and decision-making and this has immense implications for market research. We therefore need to find ways of incorporating this knowledge into traditional research to explore the unconscious to understand human behaviour better. It is about building bridges between cutting-edge scientific research and current business practices. Walnut will illustrate how including data from unconscious emotional reactions provides a deeper understanding of advertising effectiveness and eventually, it will explain better how advertising works and how emotion has a central role to predict effectiveness beyond traditional metrics such as persuasion, awareness, likeability or recall.
Transcript of Cracking The Biometric Nut by Cristina de Balanzó of Walnut - Presented at Insight Innovation...
_Cracking the biometric nut!_ Beyond persuasion: rethinking available advertising research tools
By Cristina de Balanzó, PhD. Founder & The Main Nut
@crisbalanzo
IIeX São Paulo , 25th March 2013
_IT TALKS ABOUT HOW EMOTION and ITS STRENGTH better predict effectiveness_
CONSCIOUS, RATIONAL, VERBAL.
UNCONSCIOUS, EMOTIONAL, NON-VERBAL.
@crisbalanzo
HOW BIG IS OUR CONSCIOUS MIND?
_IT TALKS ABOUT HOW EMOTION and ITS STRENGTH better predict effectiveness_
How big do you think our conscious mind is?
@crisbalanzo BBC 2, Horizon, Out of control, Nov. 2012.
ASKING THE SCIENTISTS
_IT TALKS ABOUT HOW EMOTION and ITS STRENGTH better predict effectiveness_
@crisbalanzo
A tiny bit
THEN THE CONSCIOUS MIND IS
@crisbalanzoı
DOUGLAS VAN PRAET “The conscious mind is simply not running the show, but we’ve created an entire industry pretending that it does.”
DOUGLAS VAN PRAET, Author of Unconscious Branding
_While the research industry is keen to defend existing approaches, recommending that they can be enhanced_
@crisbalanzo
_We believe they can be fundamentally reconsidered_
MOTION IT IS PROCESSED UNCONSCIOUSLY
E EMOTION
@crisbalanzo
@crisbalanzo
_ Our research approach does not talk just about Awareness, Recall or Likeability...
@crisbalanzo
_ It talks about EMOTION and it’s strength to better predict & understand behaviour_
_QUALITATIVE & OBSERVATIONAL RESEARCH_
_NEUROSCIENCE_
EEG GSR Eye Tracking
@crisbalanzo
RESEARCH APPROACH
DESCRIPTION
Teddy Bear Approach behaviour
Fiat Bravo
Fiat Bravo
_FIAT BRAVO_
EEG
SCENE BY SCENE
ANALYSIS
_with & without sound comparison_
EEG
_FIAT BRAVO_
SCENE BY SCENE
ANALYSIS
Which scene has most potential for Outdoor or Print?
Scene 1: opening sequence intriguing
Scene 3: also engaging, but less differentiated
Scene 2: involves extra layers of
sensory activation (touch)
_FIAT BRAVO_
SCENE BY SCENE
ANALYSIS
Outdoor & Print : The power of touch
_FIAT BRAVO_
SCENE BY SCENE
ANALYSIS
@crisbalanzo
_This approach allows us to make the links between Consumers & Shoppers_ Emotional drivers of shopping
Emotional Packet
“FOR ME” +
RECEIVED ATTRIBUTES
MEMORY AND
EMOTIONAL PROCESSES
FILTER
SIEMON SCAMELL-KATZ, Author of The Art of Shopping
Advertising
Distribution
In-store experience
Product experience
Word of mouth On line communication
@crisbalanzo
_There are many other factors that form the Emotional Packet and have an influence on decision-making_
@crisbalanzo
_Traditional influencing models assuming linearity are disproven_
_We need to go beyond these thinking models_
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