Wim Hamaekers - Neuro Science: Car Clinics 3.0 – Winner Esomar Effectiveness Award 2014
33
Making better products & communication by peering into consumers brains! @wim_haystack #haystackint
Transcript of Wim Hamaekers - Neuro Science: Car Clinics 3.0 – Winner Esomar Effectiveness Award 2014
Making better products & communication by peering into consumers brains!
@wim_haystack
#haystackint
Making better cars trough better research?
Understand which car(s) on overall level are
emotionally engaging for users.
Understand which specific elements of the tested
cars are emotionally engaging for users.
Explain users’ emotional engagement with specific
elements of tested cars in the context of verbal
feedback.
Objectives
A lake is covered with some water lilies. In 48 days the total lake is
covered with water lilies. Each day the amount of water lilies doubles in
number. How many days does it take to cover half of the lake?
47 days
UNCONSCIOUS
SYSTEM ONE
CONSCIOUS
SYSTEM TWO
80% 20%
THE DECISION THE CHECK
FAST
INTUITIVE
ASSOCIATIVE
METAPHORICAL
AUTOMATIC
IMPRESSIONISTIC
SLOW
DELIBERATE
EFFORTFUL
LAZY
LOGICAL
INDECISIVE
VERSUS
UNCONSCIOUS
SYSTEM ONE
CONSCIOUS
SYSTEM TWO
UN
CO
NS
CIO
US
CONSCIOUS
REGISTER INTERACT ASK
EEG GSR
EYE-TRACKING
REACTION TIME
OBSERVATIONS
IDI’S GROUPS
COMMUNITIES
ETHNOGRAPHY
QUALI INTERCEPTS
BLOGS
PRE-TASKS/MISSIONS
EXPERT PANELS
CAPI CAWI
CONSUMER PANELS
EXIT INTERVIEWS
INTERCEPTS
CONTEXTUALIZATION & FRAMING
EYE-TRACKING: what elements are looked at?
ATTRACTIVE GIRL,
BUT THE BRAND IS
HARDLY NOTICED
SIMPLE, BUT
EFFECTIVE BRAND
VISUALIZATION AT
PAY OFF
Neuro EEG and GSR: what do people feel?
Positive or negative emotional relevance
The extent to which the body is activated/aroused
TOYOTA CASE MIX quantitative & qualitative with neuro
ELECTROENCEPHALOGRAM (EEG)
EYE TRACKING (ET)
GALVANIC SKIN RESPONSE (GSR)
Approach Stage 1
CGI LABORATORY TEST
Motion Spectrum
FORD focus - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)ACTIVATIONR
ELEVANCE
HIG
H
LOW
Motion Spectrum
FORD focus
Motion SpectrumE.G. THE ALLOY WHEELS & THE RADIO/AIRCOVENTS SCORE VERY WELL
ACTIVATIONR
ELEVANCE
HIGH
LOW
Motion Spectrum
VW Jetta - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
-9-2
2
BE
HA
VIO
UR
AL
EEG
Overall evaluation of the cars exterior: Drivers & weaknesses
front view, ¾ front view the line of the car & side view
the front view
Alloy wheels
the Side, front & ¾ rear view
5,14 5,59 5,59VE
RB
AL
2.914 3.243 3.748
GSR
Overall evaluation of the cars interior: Drivers & weaknessesB
EH
AV
IOU
RA
L
EEG
VE
RB
AL
GSR
Speedo meter, drivers door in
special central console, gearshift
Steering wheel, radio, graining
Central console, gearshift,
handbrake, pass. door
Steering wheel, radio, graining
Gearshift, handbrake
All other elements
4,39 4,80 5,48 5,77 5,27 5,43
0 00 00
21
1,7 2,23,6 5,15,4 3,8
AFTER
EXPLORATION
FIRST
EXPOSUREAFTER
EXPLORATION
FIRST
EXPOSURE
AFTER
EXPLORATION
FIRST
EXPOSURE
Approach Stage 2
REAL PRODUCT EXPERIENCE
Polarizing consumers feedback on dashboard ornaments
Shiny
Soft ornaments
Hard ornaments
Good quality,
SolidPlastic, Cheap, not
safe
Nice, Modern,
GlossyNot save,
Reflects light
Nice feeling, Safe,
Protects when collisionNot easy to clean, Too
soft so not safe
Neuro-research results on ornaments
VW POLO
Soft
Hyundai
i20
Fiat Punto
Ornament
Citroen
DS3
Renault
ClioFord Fiesta Peugeot 208
14 0
-10
0
-4
0
23.077
14.769
20.256
4.103
16.044
9.451
3.516
EEG
GSR
KEY Learnings Toyota Case
I. Consumers have difficulties to verbally express liking. Objective
measurement is needed to get hold of the emotional engagement.
II. It’s not only the overall evaluation that matters, all the individual elements
have to be emotionally engaging for long term success....1+1=3!
III. Even small details in the car can evoke strong emotional reaction ultimately
effecting the overall liking of the car
Decisions Toyota
I. Neuro is now one of the tools in the official manual of Toyota
II. Looking from different angels at same business questions is the way
forward
III. Helps in optimizing the car development process
However
IV. Neuro is not the holy grail – combining is key!
V. Working with neuro needs experimental research designs
Using neuro for communication testing
POwer Love
Content Action
Attract and retain
attention?
Most powerful
elements?
Message clear?
Message credible?
Relevant?
Likability?
Identification &
aspiration?
Arouse sympathy for
the brand?
Convincing?
Encourage to use
the brand?
Call to action?
NEURO HELPS CONNECT!
THERE ARE THREE CANDIDATES
WHICH ONE TO SELECT FOR PRINT?
• Powerful in attracting the attention
• Good spontaneous brand recall and high brand connection
• Verbally ad is loved however on medium level
• The emotional reaction & relevance is very high for certain scenes
• The message is clear
• Not easy to point out the scene which is best to communicate message in print
• Verbally men are attracted to buy
• People get excited when exposed to the ad
WHAT HAPPENS WHEN WE TAKE AUDIO AWAY?
WHAT’S NEXT?
BUT
ALSO…
outdoor
PEOPLE MAKE CHOICES UNCONSCIOUSLY
Mix conventional methods with neuro science tools
