1. 1. SynedrionConsultores NeuroMysteryShoppingMEASURING SERVICE QUALITY WITH NEUROBIOLOGICAL TOOLSWalter Mucchiut, Alberto Apicella, Analys Salas et al ESTIMENEUROBIOMARKETING Consumers NeuroInsights Lab Miembros de ESOMAR AMA MRA AVAI MSPA NMSBASocios operativos de GREAT PLACE TO WORK INSTITUTE SHOPN CHEK AcuPOLLRepresentantes exclusivos de FOCUSVISION WORLDWIDE ESTIME
2. 2. Section 1:Every day marketing exchanges well understood? Consumer Neuroscience Measurementsestimenbm IIeX Sao Paulo 2013
3. 3. Lets have a quick [crowdsourced]consumerneuroscience test now!3 estimenbm IIeX Sao Paulo 2013
4. 4. Please stand up4 estimenbm IIeX Sao Paulo 2013
5. 5. Touch the tip of your nose with your left arm5 estimenbm IIeX Sao Paulo 2013
6. 6. Now touch your rightear with your left arm6 estimenbm IIeX Sao Paulo 2013
7. 7. Now look up to theceiling7 estimenbm IIeX Sao Paulo 2013
8. 8. Still looking up, recallthe last product youbought8 estimenbm IIeX Sao Paulo 2013
9. 9. Now look at me and watch the color of mytie9 estimenbm IIeX Sao Paulo 2013
10. 10. Please turn to the person at your left and look him/her in the eyes and smile10 estimenbm IIeX Sao Paulo 2013
11. 11. Now breath deeply andrelax11 estimenbm IIeX Sao Paulo 2013
12. 12. Please execute thefollowing calculation: 7 times 3 plus 3 minus 412 estimenbm IIeX Sao Paulo 2013
13. 13. Turn to the person at your right and yawn13 estimenbm IIeX Sao Paulo 2013
14. 14. And lastly, drop your arms, loose yourself andrelax14 estimenbm IIeX Sao Paulo 2013
15. 15. Now, Four (4) simple questions 1. How many of you feel (somewhat) better now? 2. Can anyone remember the seventh instruction I gave? 3. How many can remember when started to feel better? 4. And can you tell why are you feeling somewhat better now?15 estimenbm IIeX Sao Paulo 2013
16. 16. This is actually how our brain reacts tomarketing exchanges everyday!16 estimenbm IIeX Sao Paulo 2013
17. 17. Dynamic NeuroKPI Dimensions and their meaning NeuroKPI IndexesDESCRIPTION Arousal Neurobiological index of the excitement or activation Enjoyment Neurobiological index of the emotional valence Emotional Mean of emotional values RationalMean of rational values Audio/Video Difference between auditory and visual cortex activity MemoryMean probability of short and long term storage Focus Attention and cognitive process EngagementIndex of mirror neurons activity KPI Composed index of the neurobiological efficacy17 estimenbm Neuromarketing estimenbm IIeX Sao Paulo 2013World Forum 2013
18. 18. This is an average of brain reactions at our lab, using just EEG via NeuroKPIs [no GSR, no HRV]Stand Nose Ear Ceiling Product Tie Smile Breath Calc Yawn ArmsFocalization PersuasionNeuroKPIMemory EngagementEnjoyArousal18 estimenbm IIeX Sao Paulo 2013
19. 19. Section 2: The Case Study Neuro-Mystery-Shopping Undermining the Rational Limits in Service Quality Measurementestimenbm IIeX Sao Paulo 2013
20. 20. AbstractAlthough several approaches had been used over time tomeasure the compliance of service protocols defined bycompanies to please their end customers, neither had thosebeen able to assess the real value within those protocols norhad them identified and scaled all underlying emotions towardsdesired service standardsThis research study proposes and validates a new methodologyto achieve the abovementioned results by using severalneurobiological measurements with a set of individuals facingeveryday services on marketing exchanges at pizza chains,while comparing results with standard legacy procedures20 estimenbm IIeX Sao Paulo 2013
21. 21. Delivery Pizza chains description Pizza chain 1D Pizza chain 2P Established in Venezuela Established in Venezuela in 1992 in 1999 Beside pizzas, they offer Besides pizza, calzone, sandwiches, salads, desserts and beverages calzone and beverages are offered as well Outlets nationwide in 7 Presence in 9 key cities, key citiesalso offering off-area delivery service21 estimenbm IIeX Sao Paulo 2013
22. 22. Methodological approachNeuroEEGETGSR + HRVMetaphors EmotionalVisualPurchase NeuroCES PredictorAttention Behavior PositioningIndex Predictor Engagement Attention Activation Collective andand andImagery RelevanceFocus Arousalpsycholinguistics22 estimenbm IIeX Sao Paulo 2013
23. 23. The NeuroMetaphors Modeling is supported by both applied neuro psycholinguistics as well as studies of the semantic space on the cortex (Jones, Kintsch, Mewhort / Huth, Nishimoto, Vu, Gallant) representing thousands of concepts and action categories across the human brain, allowing to calculate a Communicational Efficacy Score or NeuroCES23 estimenbm IIeX Sao Paulo 2013
24. 24. MS variables measured on stores are standard Phone call and StoresGreetingPizza menuBeverages menu Shopping processPersonal information request andOrder verification deliveryPayment informationWaiting time to deliveryClosing24 estimenbm IIeX Sao Paulo 2013
25. 25. Section 3:Results on Focus / Energy / Empathy / Action The NeuroKPI Diagnosticsestimenbm IIeX Sao Paulo 2013
26. 26. Dynamic NeuroKPI at a given Store Per second neurobiological activity during the store purchase26 estimenbm IIeX Sao Paulo 2013
27. 27. NeuroKPIs: Brain response to phone call Women ThetaAlphaLow beta Beta Meditative Reflective Sensory MotorActiveDrowsy RelaxedRhythm Thought Chain 1D Chain 2P27 estimenbm IIeX Sao Paulo 2013
28. 28. NeuroKPIs: Brain response to phone call Men ThetaAlphaLow betaBeta Meditative Reflective Sensory MotorActiveDrowsy RelaxedRhythm Thought Chain 1D Chain 2P28 estimenbm IIeX Sao Paulo 2013
29. 29. Why is that?29 estimenbm IIeX Sao Paulo 2013
30. 30. Comparison between approaches on the Menu For Franchise 1 the processListening to the menu from is mostly auditory, thusFranchise 2 generates a activating fewer areas in the sync that activates both the brain with minor arousal acoustic and visual and engagement processes zones mainly because the use of a suggestive names and more adjectives to the descriptionof the product30 estimenbm IIeX Sao Paulo 2013
31. 31. Section 4:Consumer Neuroscience vs Mystery Shopper Gap Analys for both Approachesestimenbm IIeX Sao Paulo 2013
32. 32. Store - Chain 1D TotalPositiveDeclared overratingNeuroKPIs, overlooked actually decreasing by the questionnaireengagement to thestoreEntrace Employee Promotions Pizza Menu Beverages DataPayment Closing Interaction Menurequest informationInvolvement FocusMemoryNeuroKPI Questionnaire32 estimenbm IIeX Sao Paulo 2013
33. 33. Store - Chain 2P TotalOverly Positive NeuroKPIs, overlookedby the questionnaire EntraceEmployee Promotions Pizza Menu BeveragesPayment Closing interacyion Menu InformationDeclared under ratingsnot identifying the value of the visualmenuInvolvement Focus Memory NeuroKPI Questionnaire33 estimenbm IIeX Sao Paulo 2013
34. 34. Section 5:Applied Consumer Psycholinguistics Neurometaphors and Mystery Shoppingestimenbm IIeX Sao Paulo 2013
35. 35. Neurometaphors Map: Stores The experience is completely different by gender, as women regard the experience on Store 1 as pleasant and relaxing (metaphors regard illusion, sweetness, red wine) Men experience is positive in both chains: while Store 1 is also pleasant (metaphors regard elegance, poetry, democracy) Store 2 feels more fun (metaphors regard music, optimism) Enjoyment momno problemsurpriseregression wonder Serenity well-beingchild illusion Euphorysweetness light gold teen-ager quality of life closeness pet sugarhope win hug light gold optimismtendernesshomeopathies milkwhite wine 1illusion hope 2fashionfuninnovation bar billiardscourage Tradition breakfast red wine effervescence public television wine FiatWhiteagilityFerraridelicate social-democrat caution elegancedecisive protagonistRelaxationC nostalgiaalm down poetry newspaper1 predictableon targetpokerdeterminationrace sexualityExcitation modestyessay Parents standard adrenaline Old-fashionednewspaper nostalgia out-dated equidistance nihilism bosssuperficial caffeine coffeenostalgianostalgiaresigned bank 2 financial institute sharkresigned povertyministryclassical musicspiderdefenseless bureaucracyvirus Porschedefenseless nihilism mafia Jurassic arrogance resigned park terminatortank crash 1 Chain 1Ddarkness occult elephant graveyardthriller combat 2 Chain 2POppressionwar mysteryKiller whale Aggressivefear Women MenPathos Aggressive35 estimenbm IIeX Sao Paulo 2013
36. 36. Comparison between approaches: The Pizza Menu 1. Too much plain auditory. It provides no Vendors respondincentives properly the 2.Quite standard, doesnt differentiate the Chain 1 D questions asked by category and is poorly rated by shoppers shoppers at the neurological level3.Needs redesign 1. It is more euphoric and achieves bettertargeting of shopperPizza Menu This chain is best 2.Generates a rationalizing and visual evaluated in terms activation on the choice of pizza, to offer of the requestsa greater variety of products, with a Chain 2 P made by themenu with visual verbalizations shoppers at time of 3. This proves to be of greater arousal and purchase is retained in long term memory, thusderiving loyalty and trust to the chainand the brand itself36 estimenbm IIeX Sao Paulo 2013
37. 37. Section 6:Learning Insights Remarks What are [some] key findings so far?estimenbm IIeX Sao Paulo 2013
38. 38. Using neurobiological toolsUp to [17] true connecting elements [with variable valences] of the marketingexchange not measured by a standard MS protocol questionnaire wereidentified and clearly definedReal emotional values of all aspects related to the experience were obtained,thus properly measuring their true engagement potential to the consumerBased on this findings, a much better customer experience protocol wasdesigned [and ran by both genders], thus yielding better and cost-effectivestore design and communication campaigns towards the customersWithin a year, values that dropped significantly when the new protocol wasapplied, rose significantly as so did the chain performance38 estimenbm IIeX Sao Paulo 2013
39. 39. Our emotions drive our decisions, thus, our actions!39 estimenbm IIeX Sao Paulo 2013
40. 40. The frontiers of science are blurring into mutual insemination, complementing each otherestimenbm - Ttulo de la Presentacin40 3/29/2013estimenbm IIeX Sao Paulo 2013
41. 41. SynedrionConsultores 23aniversarioMiembros de ESOMAR AMA MRA AVAI MSPA NMSBASocios operativos de GREAT PLACE TO WORK INSTITUTE SHOPN CHEK AcuPOLL Representantes exclusivos de FOCUSVISION WORLDWIDE NEUROBIOMARKETING T +58 (212) 241.2605/7407/3461/0544/5033 | F +58 (212) 241.0540 | info@estimesa.com info.estimesa.com www.estime-neurobiomarketing.comestimenbm IIeX Sao Paulo 2013