Rogil Research - Neuro sensory research
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Transcript of Rogil Research - Neuro sensory research
HOW CAN NEURO RESEARCH BE USED TO BETTER PREDICT THE SUCCESS OF A TASTE OR FRAGRANCE ?
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
SENSORY RESEARCH 3.0
PEOPLE MAKE CHOICES RATHER UNCONSCIOUSLY
UNCONSCIOUS BEHAVIOUR = DRIVEN BY EMOTION
“DO AS I DO, NOT AS I SAY”
Neuro-research investigates product empathy and product memory.
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Neuro-research captures short and long term impact of product characteristics.
Neuro-research measures instant arousal (Activation), overall relevance and embedded associations (implicit attitudes) to brands and products.
*(Vickers et al., 1998; chung et al., 2007; zandstra et al., 2000), complexity (berlyne, 1970; jellinek et al., 1979, 1983; levy et al., 2006), or arousal (dember & earl, 1957)
CAN NEURO HELP TO BETTER PREDICT PRODUCT SUCCES ?!
IT HAS BEEN ESTIMATED THAT 70-80% OF NEW PRODUCT INTRODUCTIONS FAIL WITHIN 1 YEAR AFTER LAUNCH!
INITIAL LIKING OF BLIND PRODUCT DOES NOT GUARANTEE LIKING OVER REPEATED EXPOSURE DUE TO CHANGES IN OPTIMAL LEVEL OF INTENSITY*.
OVERVIEW OF NEURO-MARKETING TOOLS
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COMPLEXITY
INFORMATION DEPTH
Reaction Times (RT)
Electro- Encephalogram
(EEG) Galvanic Skin
Response (GSR)
fMRI
Facial coding Eye-tracking
THE ADDED VALUE IS IN THE MIX
NEURO RESEARCH
VERBAL QUANT
VERBAL QUALI
OBSER- VATION
WHAT DOES ROGIL MEASURE ?
EEG GSR ET RT
EEG & GALVANIC SKIN RESPONSE EYE-TRACKING
REACTION TIME MEASUREMENT
THE TEST PRODUCTS ARE ALSO PROFILED
VIA QDA – EXPERT PANEL
RESEARCH PROCEDURE
SENSORY STIMULATION
BIOMETRIC MEASUREMENT
CONSCIOUS & SUBCONSCIOUS EVALUATION - RT
Respondents taste the tested product by eating a small piece of it, drinking a sip of beverage, or smell a prepared sample. The brand of tested product is not known till the end of the study.
Biometric reactions are measured for 20 seconds after eating/drinking. The most important is „the mental aftertaste” – in other words what trace the product is leaving in the brain after the first bite/sip.
Respondents’ conscious opinions as well as automatic, subconscious reactions are measured on the given attributes.
WE TESTED A WIDE VARIETY OF PRODUCTS WITH NEURO-RESEARCH
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FINDINGS
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FINDING 1:
OUR BRAIN SHOWS HUGE DIFFERENCES IN EMOTIONAL REACTION TOWARDS
‘BLIND’TESTED PRODUCTS
OUR BRAIN RESPONDS MORE POSITIVE TO SWEETER PRODUCTS
RELEVANCE INDEX
-15
RELEVANCE INDEX
+38
DIFFERENCE IN POSITIVE BRAIN REACTION IS OBVIOUS
HIGH
LOW
COW
MIL
K
HIGH
LOW
BELL
E-V
UE
THE TASTE PROFILE OF CHERRY BEER (SWEET, INTENSE & PRONOUNCED) IS TRIGGERING THE BRAIN INTENSELY. PRODUCTS WHICH INDULGE, HAVE A LONG LASTING EFFECT IN THE BRAIN: KRIEK & CHOCOLATE DO SO , MILK LESS…
COLOR Deep bright red
AROMA Intense aroma of red cherry sweets
TASTE Pronounced cherry taste
FINDING 2:
MEN AND WOMEN’S BRAIN REACT DIFFERENLTY TOWARDS PRODUCTS
THE BITTER TONES OF BLACK CHOCOLATE IS MORE ENGAGING FOR MEN
RELEVANCE (EEG), ACTIVATION (GSR)
THE SOFT TONES OF MILK CHOCOLATE IS MORE ENGAGING FOR WOMEN
RELEVANCE (EEG), ACTIVATION (GSR)
FINDING 3:
IT ALSO WORKS ON NON-FOOD: OUR BRAIN DOES REACT DIFFERENLTY
ON FRAGRANCE OF FABRIC SOFTENERS
TESTED FRAGRANCES (BLIND SNIFF)
LENOR EINDELOOS FRIS
(ENDLESS FRESH)
ROBIJN PUUR & ZACHT
(PURE AND SOFT)
SILAN FRIS LENTEGEVOEL
(FRESH SPRING FEELING)
FRAGRANCES OBJECTIVE PROFILE
FRAGRANCE
More intense fragrance.
Very light floral. Some green keys.
touch of soap.
Softer and more powdery scent.
Smelling something reminiscent of (soft) soap, baby powder…
Fresh and perfumed Nature perfume
(some flowery, very light fruity).
Slightly more artificial.
MEN REACT MORE POSITIVE ON ROBIJN FRAGRANCE, WHILE WOMEN REACT POSTIVE ON SILAN’S FRAGRANCE
WHAT DOES THIS MEAN FOR YOU?
ITS NOT ONLY ABOUT VERBAL LIKING: NEURO RESEARCH CAN HELP DETECTING THE MOST RELEVANT PRODUCT PROFILE FOR YOUR BRAND