Post on 09-Jul-2020
transcript
Consumer Neuroscience Using the Right Tool for the Right Question
Michelle Niedziela, PhDVP Research & Innovation, HCD
@HCDNeuroscience
michelle.niedziela@hcdi.net
NEUROMARKETING
Kahneman:Thinking, Fast and Slow2002 Nobel for Economics (shared with Vernon L. Smith) for Behavioral Economics
Speak & Act
Why are marketer’s interested in the non-conscious?
As we interact with the world around us, we take in information non-consciously. As we find meaning and importance in these inputs, we become consciously aware of them,
deciding how we will react.
Non-conscious Conscious
Deliberate& Analyze
DetermineMeaning &
ValueForm
Impressions
Kahneman:Thinking, Fast and Slow2002 Nobel for Economics (shared with Vernon L. Smith) for Behavioral Economics
Off the shelf tools…6
Biometrics Facial Coding
HappinessSadnessSurpriseFearAngerDisgustContempt
HRV – Attention
GSR – Arousal
press “e”idea1
press “i”idea2
Implicit Association
fEMG –Emotional Valence
“EEG”fMRI
EEGEyeTracking
The Research Question8
NeuroTip #1:Start with the research question.
The Research Question9
The Research Question10
§ Research pain pointsØ Is there a gap?
§ Who are we studying?§ Action standards?
NeuroTip #2:Always use the right tool for the right question
11
Using the right tool
Using the right tool12
press “e”idea1
press “i”idea2
13
§ Widgets & Ponies?Ø Method agnostic
§ How to identify a good provider?Ø Beware the metric
§ Proper research design
Using the right tool
Integrate, Build the Story
NeuroTip #3:Build a story with multiple research
points.
14
Integrate, Build the Story15
§ Supplement current researchØ Neuro should not be stand
alone§ Data integration§ Informed conclusions &
interpretations
Integrate, Build the Story16
Key Take-Aways17
Start with the research question• Actionable insights• Design the right study
Always use the right tool for the right question• Method Agnostic• Tool Limitations
Build a story with multiple research points• Don’t forget to ask!• Integration of data
Visit our booth!18
ALLISON GUTKOWSKI
Allison.Gutkowski@hcdi.net
DR. MICHELLE NIEDZIELA
Michelle.Niedziela@hcdi.net
MARCELLA MARKMAN
Marcella.Markman@hcdi.net
Consumer Neuroscience Through Experience InnovationCorporate Headquarters
HCD Research, Inc.260 U.S. Highway 202/31, Suite 1000
Flemington, NJ 08822
Tweet with us! @HCDNeuroscience Visit our Blog: http://www.hcdi.net/blog/