EEG and its applications - Insight Innovation · 2014. 8. 11. · Fabrizio De Vico Fallani Febo...
Transcript of EEG and its applications - Insight Innovation · 2014. 8. 11. · Fabrizio De Vico Fallani Febo...
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Insights with Brain-Scans EEG and i ts appl icat ions
J a k e S t a u c h , C E O N e u r o S p i r e
j a k e . s t a u c h @ n e u r o s p i r e . c o m
w w w . n e u r o s p i r e . c o m
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what is neuromarketing?
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Neuromarketing is the application of brain activity measures towards marketing and media research.
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why do we use it?
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what is EEG?
Electroencephalography (EEG) is the recording of electrical activity produced by rhythmic firing of neurons in the brain.
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Gamma
Beta
Alpha
Theta
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prefrontal asymmetry
approach
withdrawal
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how it’s done
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case studies
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sports car
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1st Person 3rd Person
Drivers have a significantly more positive emotional
response to experiencing the cars from a 1st person (or
driver’s) perspective than simply witnessing the cars drive
past (3rd person).
Emotional Engagement
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beer
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Brand tested 30-second television commercial to see how
to best edit down to 15 seconds. Found that ad peaked
at exactly 15 seconds, and trailed off afterwards.
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sports car II
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Current owners react negatively to
environmentally-friendly messaging, while target
market reacts positively.
“…significantly reduced CO2 emissions…”
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beer II
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Company faced declining sales among younger
demographics. They tested 5 new label concepts and
found a design that was appealing to both over-40 and
under-40 drinkers.
Under 40
Over 40
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Thank you.
J a k e S t a u c h , C E O N e u r o S p i r e
j a k e . s t a u c h @ n e u r o s p i r e . c o m
w w w . n e u r o s p i r e . c o m