Can Marketers Get to Grips with the Human Condition?

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Can Marketers Get to Grips with the Human Condition

Join the conversation: #techmap

Supported by:

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Introduction

Knowing your customers is one of the foundations of good marketing. You cant create an effective marketing mix without understanding who they are, what they want, their needs and desires, what motivates them and so on.

But how well do we really know our target audience?

Are standard demographics enough, or should we delve a little deeper?

The art of developing a truly in depth picture of our customers belongs to the neuroscience community. Research that involves studying brain patterns, or examining reaction speed tests, or monitoring other physiological responses to stimulus, all help the canny marketer to build a much richer picture of their audience. Armed with the knowledge of what emotions we need to stir to create a response, helps marketers to deliver more impactful communications, or develop more appealing point of sale, or a better product UI, or great ad creative.

Join Techmap on 20th October as we explore how to employ neuroscience research techniques to drive marketing performance.

Well be looking at:

An overview of the neuro techniques available

How to get started in developing insight from neuro

Measuring and modelling emotion to drive campaign performance

Case studies of successful neuro research3

Our speakers

Thom NobleCEONeuroStrataMev BertrandResearch ManagerNeuro-InsightWill NicholsonManaging DirectorThe Vision Network

Thom NobleCEO, NeuroStrata


Supported by:

Power 2013 NeuroStrata, Confidential and Proprietary.

Thom Noble NeuroStrataOct 2015

Consumer Neuroscience Intro

#2015 NeuroStrata, Confidential and Proprietary.


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Evolution of Market Research1990s1980s1970s1950s/1960s2000sShopper InsightsSocial MediaBrand EquityStructural Equation ModelingCustomer Value AnalysisEthnographyData MiningDatabase MarketingBlogs/Online CommunitiesMarketing Mix ModelsConjoint/Discrete ChoiceSemioticsNew Product Volume ForecastsMarket StructureFocus GroupsConcept TestsCopy TestsSegmentation

2010sVirtual RealityNeuromarketing


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2013 NeuroStrata, Confidential and Proprietary.

Section 1The Science


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Neuro-Fact 1The Non-Conscious dominates our perception & decision-making95% of the consumers decisions are made at the non-conscious level.

Dr. Gerald Zaltman, Harvard University

Executive Committee of Harvard Universitys Mind, Brain and Behavior Interfaculty Initiative

#2015 NeuroStrata, Confidential and Proprietary. Neuro-Fact 2 We are mostly on auto-pilot- our decisions are made without us consciously being aware of how and why

11,000,000 Non-Conscious50 Conscious

bits of sensory information per sec.

#2015 NeuroStrata, Confidential and Proprietary. Neuro-Fact 3 Neuroscientists agree we use 2 very different ways to thinkImplicitExplicitSystem 1System 2Unconscious Emotion ConsciousReasonLimbic SystemPre-Frontal CortexAssociativeVery FastEffortlessInvoluntaryHere & Now

Non-ConsciousRule FollowingSlowEffortfulControlledFuture Plans

Conscious


Patients with damage to emotional centres of the brain struggle to make any decisions despite having no change in IQ. Prof. Antonio DamasioNeuro-Fact 4Emotions play a key role in every decision

#2015 NeuroStrata, Confidential and Proprietary. Evidence of the power of emotions13

Neuro-Fact 5We cant readily talk about these Non-Conscious & Emotional influences: we are typically not aware of them.

The very act of thinking about a feeling or an emotion, changes itThe more you think about it, the more it changes it

Traditional research relies on inducing an articulated / actively thought-about response.Unavoidably, such responses are thereby filtered and distorted

Newer, science-led techniques assess emotions pre-cognitively (non-consciously) from either brain activity or physiological activity, without the consumer having to actively consider a question


But when think about our feelings or emotions, it changes them.and the more we think about them the more they change

Up until recently, researchers have had to rely almost solely on informed guesswork to try and understand what people really mean as opposed to what they say or infer. By asking us questions, we, as consumers, have to engage our rational brains to respondas we chose. As we all know; distortions and biases are inevitable and taint the true subconscious response patterns.

So its hardly surprising that traditional research hasnt got too strong a track record on the 2 things it is intended to deliver:

Ie Accurately predict behaviour and insightfully explain whats driving it!

Fortunately, new findings from cognitive neuroscience & psychology are coming to the rescuebeginning to illuminating pools of light to help us get better at understanding consumers respond at a sub-conscious level.

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System 1System 2

Potentially, new powerful insights Non-Conscious responses; instinctive reactions, at the root of perception

Provides the fuller picture

#2015 NeuroStrata, Confidential and Proprietary. 15

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(Very Simplified) Cognitive TimelineWhat makes Neuro measures different SYSTEM 1IMPLICITOften referenced as: Non-ConsciousNon-articulatedPre-Cognitive SYSTEM 2EXPLICITOften referenced as:ConsciousArticulatedPost-CognitiveExpressedMillisecs1002003004005006007008009001sec1.11.2OBSERVATION REACTIONEXPRESSION

TraditionalNeuroTrue Neuro tools measure this phase Traditional tools measure this phase

#2015 NeuroStrata, Confidential and Proprietary. As a great simplification, the chart here depicts 3 phases of cognition:ObservationReactionExpression

The brain reacts pretty damned fast!

Implicit responses occur typically up to around 500ms after exposure to the stimulus..but before

Conscious thinking kicks inand with it the unavoidable distortions from rationalized thinking

So you can see that the new techniques are looking to measure the Pre-cognitive responses..

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Benefits of Neuro TestingEvaluation-Insights-OptimizationEvaluates think / feel (not say) response

Quantified data, deeper-than-Qual

Cause and Effect triggers

Fresh, Deeper insights

More Accurate, More predictive


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Tests cover Marketing, Innovation, Design and R+DAd Concept testingDesign OptimizationPack EnhancementVoice castingTV & Film TestingCasting Flavour evaluationAroma evaluationTactile responseWeb site optimizationEvent testingShelf testingExperiential TestingSponsorship fit with brand

#2015 NeuroStrata, Confidential and Proprietary. Characteristics of Advanced, Neuro-literate Clients

Journey of discovery Supplier partnershipsBlended resultsThink and behave differentlyAccumulate neurological insightsLeverage Best Practices globally

Neuro-Labs : daily conducting an array of marketing mind-science studies


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2013 NeuroStrata, Confidential and Proprietary.

Section 2The Methods


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Increasing array of tools and techniques

MOTION SENSOR

InsightNeuroFascinatingRetailSafariEmotion

Behaviour


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3 Core Mind-Science ApproachesNeuroMetricsBioMetricsPsychoMetrics

LionJungleTropicalHeatSafariKenya

Safari

MOTION SENSOR


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NeuroMetrics : Key Features

Measure activity directly from the brain

Sophisticated, Specialist, Hi tech

Deeper, richer response patterns

Strict protocols, unusual respondent experiences

Less scalable, slower turnarounds

Higher study costs

Harder-Core NeuroMarketing toolseg fMRI + EEG-SST


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Measure biological or physiological response

Wide array of tools

Measure moment by moment response

Some lagged indicators

Often combined with other tools

Relatively simple to administer, Webcam & Inhome

Automated reporting, Scalable, Fast

BioMetrics : Key Features

Eye Tracking + Facial Coding + GSR + Heart Beat+ Breathing Patterns + MultiBiometrics

MOTION SENSOR


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Measure the minds associative response

Measure Implicit | Associative response

IAT Derived | Reaction Speed + Priming Tests

Specialist algorithms and study design

Relatively simple to administer

Web-based, Fast, Adaptable, Scalable

PsychoMetrics : Key FeaturesImplicit (Reaction Speed) Testing Tools

KenzoInnovativeJapanStylishSafariAspirational

Sensual


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Any Questions?


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Mev BertrandResearch Manager, Neuro-Insight


Supported by:

Advertising and the brain

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Steady State Topography (SST)

We measure second by second activity in different areas of the brain using a technology called SST (steady state topography). This is based on measuring electrical activity in the brain, but is different to the more familiar EEG.The main distinguishing feature of SST is the presence of a dim oscillating visual stimulus that is presented in the peripheral visual field while the participant is performing a cognitive task. The oscillating stimulus is present during the entire session and elicits a small brain rhythmic response at the stimulus frequency; a response that we can pick up at different sites in the brain. The consequences in practical terms are High signal strength and resistance to interference and noise. The mathematical technique used to estimate the SST activity means that it is possible to tolerate very high levels of noise (or interference) due to such things as head movement, muscle tension, blinks, and eye movements High signal to signal-to-noise ratio: Using the SST, it is possible to work with data based on a single trial per individual

A key metric

Long term memory encoding

This metric measures whats being encoded or stored into memory as people see or experience something. By long term we mean anything more than a few minutes; and by memory encoding we mean NOT whats already whats in memory but whats being stored or laid down as people engage with brand communication

Memory encoding links to behaviour

There are various studies that have shown a link between memory encoding and behaviour. The reason for this is not cause and effect: memory doesnt cause behaviour; rather it reflects the brain subconsciously selecting information it deems useful; if something has been encoded, then it is possible to act on it- but if it hasnt then its simply not there, there is nothing to act upon.

Memory encoding and ad effectiveness

Once our team of neuroscientists had analysed the results in the summer of last year we predicted that Epic Split would highly effective based on the strength of viewers left brain memory encoding responses at key branding moment. (Red line)

Memory encoding and ad effectiveness

Male Viewers

So it was no surprise when Volvo Trucks won the 2015 Cannes Creative Effectiveness Grand Prix.

Case study

Maximising memory encoding response to branding moments

Birds Eyes TV ad

Birds Eye had produced an ad for frozen fish that had failed to perform well in the marketplace

A few missed opportunities

The Southern Pacific ocean

Wouldnt it be good if you could simply capture1122

We found that there were two key points in the ad that were eliciting strong memory encoding, but that these moments were very poorly branded , people were remembering the story of the ad, but not the product being advertised:1. The early scene with the close up of the main character is associated with strong responses- initial scenes usually are as the brain is working a bit harder to establish the context2. The pause in the middle of the ad created a sense of tension and response rise as the brain is anticipating something to happen and preparing to respond to it

A re-edit based on neuro-results

We recommended a re-edit of the ad to enhance branding at these moments of strong memory response :Introducing the brand at the beginning of the ad, where memory encoding is high as the brain is working to establish the contextTaking advantage of the tension created by the pause and positioning a branding moment at the point where the brain is anticipating something to happenModifying the end branding shot to highlight the brand more strongly

Brand linkage up from 8% to 44%Purchase intent up from 23% to 51%Market share up from 47% to 54%The outcome

Thank you

To find out more

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Date post:	25-Jan-2017
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Can Marketers Get to Grips with the Human Condition?

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