Post on 27-Jul-2020
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Neuromarketing © TNS
Neuromarketing
Neuromarketing © TNS
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Heidi Reinson
Consumer Behaviour and Neuromarketing Research Expert
Economics: BSc Economics and Business Administration Stockholm School of Economics in Riga (SSE Riga)
Marketing: Brand Manager (Coca-Cola) Product Group and Brand Manager (Valio)
Cognitive Science: MSc Cognitive and Decision Sciences University College London (UCL)
Neuromarketing
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The thinking man?
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THE EMOTIONAL REVOLUTION
Do Think Feel DO FEEL THINK
THE OLD PARADIGM
Neuroscience:
The Missing Link
Observation, Questionnaires &
Surveys
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New technologies in consumer research Modern EEG
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What is neuromarketing?
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Different technologies used:
fMRI
EEG
eye tracking
GSR (galvanic skin response)
IAT (implicit association test)
Facial EMG
Neuromarketing uses the theories and methods of cognitive
neuroscience to plan, execute and measure marketing activities (e.g.
assess TV commercials).
Neuromarketing
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Output: ACTIVATION Is the message/stimuli activating and exciting for the viewer?
TNS Emor uses the combination of three technologies
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GSR, measures skin conductance.
Eye tracker (ET), measures eye movement.
EEG, measures brainwaves.
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Output: RELEVANCE Is the message/stimuli emotionally engaging?
Output: ATTENTION What elements draw attention and cause reactions?
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Left frontal EEG activity
is associated with the
processing of positive
affects
Sourced: Based on Davidson, R, The frontal asymmetry paradigm, 1979.
Right frontal EEG
activity is associated
with the processing of
negative affects
The experience of
positive emotions
facilitates
approach behaviours
The experience of
negative emotions
facilitates
withdrawal behaviours
EEG registers variations in brain waves produced by the cortex.
It reflects consumers’ emotional engagement.
Theory behind…
Neuroturundusuuringu tulemused: Nordea TVC (30’’) © TNS
How to read BIONAVIGATOR™ results MOTION SPECTRUM
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Motion Spectrum present the dynamic flow of two primary measures: RELEVANCE & ACTIVATION
RELEVANCE is based on the brain waves analysis and reflects the level of subconscious reactions – motivational tendencies and emotional engagement to a message or brand. It predicts whether the communication conveys ideas relevant to the respondents.
ACTIVATION is based on body arousal & reflects excitement evoked by a product or promise. It predicts whether respondents got energized, excited or driven into action.
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HIGH
LOW
AC
TIV
ATIO
N
RE
LE
VA
NC
E
POS
NEG
40
30
20
10
0
2
1
0
-1
Activation Lack of activation
NEGATIVE REACTION
POSITIVE REACTION
Neuroturundusuuringu tulemused: Nordea TVC (30’’) © TNS
How to read BIONAVIGATOR™ results HEATMAP LEGEND
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Dynamic heatmap presents the flow of the VISUAL ATTENTION. Heatmap shows which areas of the presented stimuli the respondents’ are focused on in this particular moment.
RED means most of respondents are looking at the element
YELLOW means the average number
of respondents are looking at the element
BLUE means very few respondents
are looking at the element
NO COLOR means no one is looking at the element
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Bounty (USA, 2009)
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Testing A. Le Coq TV commercial (Tallinn, 2012)
RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
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AC
TIV
AT
ION
RELEVA
NC
E
HIGH
LOW
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Testing A. Le Coq TV commercial (Tallinn, 2012)
RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET) WOMEN vs. MEN:
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RELEV
AN
CE
AC
TIV
AT
ION
A
CT
IVA
TIO
N
RELEV
AN
CE
HIGH
LOW
HIGH
LOW
© TNS
TNS Emor: neuromarketing research clients
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Using neuromarketing research
Testing concepts before ad production (TV)
Testing finished ads before media spending
(TV, print, outdoor, etc.)
Testing homepages
Testing packages
Combined with focus groups for a holistic and
deep understanding of consumer feedback.
RELEVANCE ACTIVATION EARLY CONTACT % of CONTACTS
N/A N/A 16% 32%
RELEVANCE ACTIVATION EARLY CONTACT % of CONTACTS
NEU LOW 66% 66%
RELEVANCE ACTIVATION EARLY CONTACT % of CONTACTS
POS HIGH 76% 79%
RELEVANCE ACTIVATION EARLY CONTACT % of CONTACTS
NEU LOW 32% 47%
RELEVANCE ACTIVATION EARLY CONTACT % of CONTACTS
NEU HIGH 53% 61%
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"Half the money I spend on advertising is wasted;
the trouble is I don't know which half."
(John Wanamaker)
Neuromarketing can provide an objective assessment and a certainty in investing the marketing budget as effectively as possible.
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Thank you!
Heidi Reinson
Consumer Behaviour and Neuromarketing Research Expert
Heidi.Reinson@emor.ee
+372 5621 4545
PS there is no „BUY“ button in the brain ;)