To share- IAA Neuromarketing presentation by Thom Noble @ Neurofocus
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Transcript of To share- IAA Neuromarketing presentation by Thom Noble @ Neurofocus
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Thom Noble, Managing Director, Europe
The Evolution of Market Research
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The Neuroscience Revolution
Three trends converging …
Increasing power of
COMPUTING TECHNOLOGY
Accelerating breakthroughs in
NEUROSCIENCE
Drive to better understand consumer
EMOTIONS AND THINKING
THE
NEUROMARKETING
REVOLUTION
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The Evolution of Market Researchwhy companies seek insights beyond traditional research methods
2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 3
TRADITIONAL RESEARCH
NEUROSCIENCE
THINK / FEEL
SAY
DO
NEW FRAMEWORK
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20101© NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
Our Team - The Top Minds in NeuroscienceBerkeley, Harvard, MIT, Columbia , Oxford etc
DR. ROBERT T. KNIGHT
PROFESSOR
OF NEUROSCIENCE
UC BERKELEY
DR. EARL MILLER
PROFESSOR
OF NEUROSCIENCE
MIT
DR. RAJIV LAL
PROFESSOR
OF MARKETINGHARVARD
GERALD ZALTMANPROFESSOR OF BUSINESS ADMINISTRATION
EMERITUSHARVARD BUSINESS SCHOOL
STEPHEN
KOSSLYNPROFESSOROF PSYCHOLOGYHARVARD
DR. LEON DEOUELL
PROFESSOR
OF NEUROSCIENCEHEBREW UNIVERSITY
DR. HANS-JOCHEN HEINZE DIRECTOR OF THE LEIBNIZ INSTITUTE OF
NEUROBIOLOGYMAGDEBURG, GERMANY
DR. ANNA CHRISTINA NOBRE
DIRECTOR OF THE BRAIN AND
COGNITION LABORATORY
OXFORD
ERIC R. KANDEL, M. D.
NOBEL PRIZE LAUREATEPROFESSOR, COLLEGE OF
PHYSICIANS AND SURGEONS
FOUNDING DIRECTOR OF THE
CENTER FOR NEUROBIOLOGY AND
BEHAVIOR
COLUMBIA UNIVERSITY
DR. ADAM GAZZALEY
DIRECTOR , NEUROSCIENCE
IMAGING CENTER
UC SAN FRANCISCO
4
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Example
Deep Subconscious Responseto Messaging, Attributes and Emotions
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and
Proprietary.5
BASELINEBRAINWAVE MEASUREMENT
P300 RESPONSE
CONFIRMS MESSAGE EFFECTIVENESS EXPOSURE TO THE STIMULI
intuitive, stylish, innovativeintuitive, stylish, innovative
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5 Research focus areas
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 6
Brand essence is the
foundation of effective
marketing
Packaging encapsulates
and previews the product’s
unique experience
Messaging must
express and reinforce
the brand essence and
product promise
All marketing must
come together at
major touch-points
PRODUCT
PROMISE
PACKAGING
BRAND
ESSENCE
ADVERTISING
AND
MESSAGING
ON-LiNE &
IN-STORE
EXPERIENCE
Products must embody
the brand across all
categories
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INTELLECTUAL PROPERTY
42 patents, 10 trademarks
Protocols & Software : Customized
protocols and proprietary Analysis
Software Tool Suite
TECHNOLOGY
Wireless headset : New wireless, dry,
consumer-friendly headset –
productization
Ambulatory eye-tracking integrated
with shopping and mobile studies
3D Matrix Tool : 3D, realistic,
reconfigurable shopping environments
Leader in Technology and IP
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EFFECTIVENESS
PERSUASION /
PURCHASE INTENT
NOVELTY / STAND-OUT
AWARENESS / COMPREHENSION
EMOTIONAL ENGAGEMENTATTENTION
MEMORY RETENTION
7 Core
Neuro Metrics
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NeuroLab Value Proposition
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 9
ENHANCED ROI
CYCLE -TIME REDUCTION
ITERATIVE and HOLISTIC
ANALYSIS
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Some Best Practice
Examples
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BESTPRACTICES
The brain grants attention to visual elements roughly in this
hierarchy: 1 Motion, 2 Novelty, 3 Error, 4 Ambiguity
Understand Attention
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 11
1
2 4
3
MOTION
NOVELTY AMBIGUITY
ERROR
BESTPRACTICES
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BESTPRACTICES
Emotion is a critical driver of purchase intent. Emotional
engagement is best achieved in large and multimedia formats.
The brain likes to have multiple sensory inputs to process the
highly complex and nuanced realm of emotions.
Leverage Emotion
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
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BESTPRACTICES
more than three or four visual clusters will make it harder for the
brain to process the message.
No more than four visual clusters
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
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When designing messages, use human faces when possible. the brain is hard-wired to look at human faces.
14
BESTPRACTICESThe Brain Loves Faces
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Images placed in the left visual field receive primary attention and quick decoding from the visually-oriented
right hemisphere. The left hemisphere is better at processing verbal and semantic information, so placing text in
the right visual field will be discovered and decoded quickly by the brain.
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 15
Place Images on the left,
Text on the right
BESTPRACTICES
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BESTPRACTICES
Women engage faster with faces
and respond to direct eye contact
16
Tested poorly
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 16
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Cortical Brain in Women
17
The female brain is 9% smaller
and sits in a smaller
cranium.
But it has the same number of
brain cells, only packed
more tightly
Result: women have same
“computational power”
leading to same I.Q. as
men.
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
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TV Advertising
Deliverables
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Component Effectivenessmen vs. women
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 19
All scores are on a 10 point
scale, with +/- 0.2 being
significant
overall
neurological
effectiveness
6.8
SAMPLE
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Effectiveness Peaks: Sec by sec
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 20
SAMPLE
all scores on a 10 point scale +/- 0.2 is a significant difference
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What drives effectiveness?component peaks
2
212010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
SAMPLE
KPI attention
score
6.1
KPI Emotional
Engagement
score
8.1
KPI Memory Retention
score
5.7
ATTENTION
EMOTIONAL
ENGAGEMENT
MEMORY
RETENTION
all scores on a 10 point
scale +/- 0.2 is a significant difference
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2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 22
Deep Subconscious ResponseAttributes
LEVEL - 5
LEVEL - 4 Distinctive
LEVEL - 3 Cute Cute
LEVEL - 2 Classy DistinctiveDistinctive
LEVEL - 1 Cute Classy
NO RESPONSE Classy
EX
CEP
TIO
NA
LG
OO
D
#1 #3#2
SAMPLE
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Wear-Out v Wear-In Profile
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 23
Reach v Frequency?
SAMPLE
Measures NeuroMetrics during repeated
exposures to the ad
Optimizes Gross Ratings Points (GRP) buys
to determine frequency and reach
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AD ORIGINAL ~30 sec
COMPRESSED AD~10 sec
Neurological Compression
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 24
Our algorithms automatically extracted compressed versions of the ad
based on neurological optimality.
SAMPLE
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48 SHEET POSTER MAGAZINE PRINT AD
Optimal Scene Selectionby Media Channel and Format
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 25
Algorithms automatically extracted most effective versions of the ad based
on neurological optimality.
WED BANNER AD
SAMPLE
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Sensory-Experiential
Testing
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Neurological Iconic Signature (NIS)
Embedding
Neurological Iconic Signatures (NIS)
are the unique moments in the
product experience process that
generate the highest levels of brain
engagement.
Identifies NIS markers through Total
Consumer Experience (TCE) testing.
Guides NPD and Comms creation to
leverage these neurological high
points
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 27
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Parietal (Taste/Touch/Smell)
Brain Stimulation
Measures the brain areas responsible
for taste, touch, and smell, second-
by-second as the ad is viewed.
Superior ads result in the direct
stimulation of the parietal area of the brain, where the product is enjoyed.
Particularly important for food and
beverage advertisers and those with
sensory or experiential aspects to
their brands or services
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 28
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Mirror Neuron System (MNS)
Activation
The Mirror Neuron System (MNS) is
activated when we see someone
performing an act that’s emotionally
relevant to us. If the ad shows a person
throwing a ball, for instance, the areas of
the observer’s brain involved in throwing a
ball will activate.
Monitors the extent to which an ad
stimulates the observer’s brain to reach
out and handle/consume the product
immediately.
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 29
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10 Benefits of NeuroFocus Testing
1.Accurately evaluates what consumers THINK/ FEEL (as opposed to what they SAY)
2.Takes out guesswork from traditional research
3.Provides quantified data, at deeper- than- Qual levels
4.Measures moment by moment interaction with all forms of stimulus
5.Identifies cause and effect triggers of response patterns
6.Yields fresh, deeper, highly actionable insights
7.Applies very latest principles and hypotheses of Cognitive NeuroScience and NeuroPsychology
8.Delivers rich diagnostics for optimization
9.Reaches the parts other techniques struggle to reach eg emotions and feelings,
creative, intangible, experiential and sensory work
10.Delivers a quantum leap in understanding consumer thinking and perception
•30•2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
Complementary Tool
THINK / FEEL >>> SAY >>> DO
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THANK YOU!!
Thom Noble
Managing Director, NeuroFocus Europe
London
+44 (7768) 861 374