SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it...
Transcript of SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it...
![Page 1: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/1.jpg)
NEURO-VATION STEPHEN YAP | June 2014
SHOPPER
![Page 2: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/2.jpg)
Two Operating Systems in the Brain
Daniel Kahneman
![Page 3: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/3.jpg)
Both Impact Decisions
Fast Unconscious
Emotional
System 1
Thoughtful Conscious Rational
System 2
![Page 4: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/4.jpg)
Shopper behaviour is instinctive Shopper marketing is more than simply price and promotions.
Neuroscience capabilities enable a richer understanding of the shopper experience, in order to reduce the friction in shopping
System 1
I want it
System 2
No!
![Page 5: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/5.jpg)
Why is neuroscience becoming more relevant to shopper insights?
Growing understanding of
the benefits
Neuro tools have become scalable and affordable
![Page 6: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/6.jpg)
Emotional response continuum
System 2
Implicit
Self-complete surveys Interviewing
System 1
Facial coding
Biometrics
Eye tracking
EEG
fMRI
Least sensitive Least expensive Most Scalable
Most sensitive Most expensive
Least Scalable
Projective Techniques
![Page 7: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/7.jpg)
Implicit Networks Intricate brain networks form the foundation for associations of images, feelings and intentions.
Implicit Reaction Time approximates how closely attributes are aligned.
The faster we respond, the stronger or more EMPHATIC the associations
Valentine’s Day
Gift
Need to Buy
Treat
Fattening
LOVE!
Craving
Peanut Butter
![Page 8: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/8.jpg)
Implicit Reaction Time IRT™ Method
The essence of implicit or “emphatic”: measures strength of system 1
associations. Based upon speed of reaction time
Uniquely measures unconscious brand
or ad impact
Implicit goes beyond stated response - measures
unconscious strength of association for attitudes,
perceptions and intentions.
Why Implicit?
0
2 -2
1 -1
Completely disagree
Completely agree
Disagree Agree
Hard to tell
![Page 9: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/9.jpg)
Measuring Unconscious Consumer Commitment With IRT
8% 13%
32%
55%
Brand A Brand B Brand C Brand D
“For Me”
Not on the Radar
Doubt/ Lip service
Niche Appeal
Confidence/ Owned
14%
70%
44%
72%
Implicit/ Emphatic Average Range
Explicit T2B
Implicit/ Emphatic
Rating Indicators
Low implicit
High implicit
High explicit
Low explicit
Niche Appeal
Confidence/Owned
Not on the Radar
Lip service
![Page 10: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/10.jpg)
Hillary Clinton
![Page 11: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/11.jpg)
Hillary Clinton
Emphatic Average Range +250 to -250
CARING
CHARMING
DIPLOMATIC
INTELLIGENT LEADER
MODERATE
PATRIOTIC POWERFUL
SHARES MY VALUES
TOUGH
TRUSTWORTHY VISIONARY
WOULD VOTE FOR
-700
-500
-300
-100
100
300
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
T2B EXPLICIT
IMP
LIC
IT I
ND
EX
Niche Appeal
Confidence/Owned
Not on the Radar
Lip service
![Page 12: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/12.jpg)
Winning with
Case study from Spain heart and mind
![Page 13: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/13.jpg)
Main approach
![Page 14: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/14.jpg)
Main learnings
Surveys carried out in recent years show that Mercadona customers state a high degree of affinity to the brand
53% (T2B)
“Proud to shop here”
but…
![Page 15: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/15.jpg)
When asked via IRT™ …
Emphatic 29% 53% Uncommitted 24%
![Page 16: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/16.jpg)
![Page 17: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/17.jpg)
Main learnings
![Page 18: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/18.jpg)
Main learnings
![Page 19: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/19.jpg)
Main learnings
![Page 20: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/20.jpg)
20
What about the future?
![Page 21: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/21.jpg)
Around the corner: In-store facial coding, touchscreen shopping, virtual shelves
![Page 22: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/22.jpg)
To reduce the stress of shopping
![Page 23: SHOPPER NEURO-VATION · 2015-09-19 · order to reduce the friction in shopping System 1 I want it System 2 No! Why is neuroscience becoming more relevant to shopper insights? Growing](https://reader034.fdocuments.in/reader034/viewer/2022050519/5fa3112a7e3f8b108e6f6599/html5/thumbnails/23.jpg)
Bringing us closer to delighting, predicting and influencing the shopper