TRUE INSIGHTSBRAINS IN BUSINESS

AT ARTLINCO WE USE OUR HEAD

We create deeper insight based on well researched and scientific studies on brain functions. This includes a strong focus on human needs and motivation. The result is products and solutions that your customer does not just say yes to, but also creates a strong relationship and a long-term customer loyalty.

Our core knowledge about brain mechanisms makes it possible to create solutions that positively appeal to your customers’ unconscious needs and motivations.

We facilitate a YES from your customers

Our holistic approach creates better products across appearance, use and emotional relationships, which together create a strong sense of belonging to the product.

At Artlinco we focus on interdisciplinary. We combine knowledge of human behavior and motivation, with design thinking, technology, production and targeted business prospects - and thus creating new solutions.Solutions with ROI, solutions with impact, solutions that facilitate a yes from your customers!

“BY DECODING CUSTOMER BEHAVIOR, NEEDS AND MOTIVATION, WE CAN DESIGN THE RIGHT SOLUTIONS. AT ARTLINCO WE SET OUT TO REALLY GET TO KNOW YOUR CUSTOMERS.”

Robert Riedel Managing director, Artlinco

“WELL-DESIGNED PRODUCTS, SERVICES AND EXPERIENCES HAVE GREAT EFFECT ON THE CUSTOMER - SO MUCH THAT THE PRODUCT POSITIVELY AND EMOTIONALLY CAN MOTIVATE THE CUSTOMER TO ACTION.”

Christian JantzenEmotions and sensory researcher, Aalborg University

IT IS ABSOLUTELY BRILLIANT THAT ARTLINCO USES NEURO THEORY FOR THE DEVELOPMENT OF PRODUCTS AND SERVICES. I DEFINITELY BELIEVE THAT IT IS THE FUTURE OF GENERAL DEVELOPMENT - WE NEED TO INCORPORATE HUMAN NEEDS IF INNOVATION AND NEW IDEAS ARE TO SUCCEED.

Thomas Zoega Ramsøy Researcher, neuropsychology and marketing

Studies show that emotional campaigns generate almost twice as much profit as rational campaigns. Source: IPA

EMOTIONAL

COMBINED

RATIONAL

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NEURO 1:1We ensure that you as a company not only gain insight but true insight into your customers’ needs, response and motivation. Insight is instrumental to separate your product and service from its competitors and thus ensure ROI.Neuro theory allows us to work with your customers’ rational as well as irrational decisions.

With our approach to a deeper understanding of customer needs, we can provide a valid basis for decision, which is to ensure that you make the right decision in relation to your

product, service and target group.With neuro theory we add true insight.

We create true insight using tools that create valuable solu-tions and depth in the process.

We use heatmaps, eyetrack, EEG scans and knowledge within the human biological system, behavioral economics and seg-mentation, in order to create the perfect base for your product or service.

HUMAN FACTORSIN A DEVELOPMENT CONTEXT

BEHAVIORAL FACTORSMan is driven by patterns and habits. We do what we have always done for not having to think about each decision. This is a really good ability, so we do not overexert our brain capacity. At times, however, we need to stop and change our behavior. This applies for example, if we are to lose weight, or find your way in the shop or use a new product properly.

These patterns of behavior happen on a daily basis. These are the footprints we follow, the symmetry we seek and the social environment that characterizes our actions. With the right tools and a positive approach, Artlinco manages to motivate customers in the desired direction.

EMOTIONAL FACTORSWe humans mainly use our emotional system to make decisions. Here the mind is immediate and without much consideration of the consequences. We have the opportunity to design products, services and experiences based on the emotional system. If you do this, the user will remember the product for a long time and increase the likelihood of repurchase. Objects that speak to the emotions can influence so that wine tastes more expensive, the music sounds better and the couch is nicer to sit on. According to research, objects that are attractive are better and easier to use.

NEUROLOGICAL FACTORSWhen your customer sees your product, a lot of complicated processes in the brain are triggered. Processes, that help to determine whether your customer buys your product. An increased focus on mapping the brain, has in recent years led to today we know much more about the brain and its functions and operations.

Therefore, we also know more about how we can design solutions that trigger a positive process in the brain. We can test if the client’s sense system is awakened when they hold the product in their hand for the first time and whether the interest results in a purchase. Thus, know if the solution is a success for your target group.

SEGMENTATION FACTORSStudying the brain and the biological factors should never be ignored. At Artlinco, we focus on designing the right products to the right people and with an interdisciplinary focus.

Combined with scientific results such as design, color theory and materials, we can create solutions that help to clarify player profile additional costs. In this way we will be able to design a service that is more likely to hit the mark with the target group.

SENSORY READINGTO INCREASE PROFITWe can measure your customer’s experience

While research in neuroscience theory has been intensified, the technology has improved significantly as well. We focus mainly on EEG, eyetrack and biological sensors, when using measuring equipment for consumer analysis. Based on the following technologies, we can compare and analyze user experience for different solutions with diverse products, graphic material, experiences, user interfaces, and more.

This means that through numeric data, we will be able to compare the user experience for different solutions. In this way, the analysis could contribute to a more informed, constructive and economic process. When we apply these technologies, we can create better solutions to the user, which improves your foundation for better business decisions, and achieve results on your bottom line.

EYETRACKThrough a special camera, Eyetrack is used to measure and read the eye movement pattern. Through eyetrack analysis, we can accurately read what is being viewed and get an accurate result of the eye focus. This kind of eyetrack is used especially in an environment where the product / the case is surrounded by external disturbances. For example it may be other packages on the shelf, traffic situations, the use of interfaces and key phrases.

EEG SCANNER EEG scanner makes it possible to measure brain activity down to milliseconds. Here the brain’s electrical activity is captured using electrodes. The results of an EEG scan illustrate the user’s emotional engagement, including attention, comprehension, memory, motivation and reward in a given situation. They can also get answers to whether the test persons are attracted to a product, if you want to buy it, and even what you will pay for it.

BIOLOGICAL SENSORSAttraction, attention and excitement affect the body’s signals. These reactions make themselves known through our independent nervous system and individual physiological behavior. These reactions are expressed through changes in blood pressure, heart rate increases, sweat, and hormonal response. These parameters can be measured by means of a pulse counter, and a moisture meter. We therefore make it possible to analyze the unconscious physiological changes which are of great importance for when making a choice.

HEATMAPSBased on eyetrack tests one can create a heat map that shows the eye’s focus. In addition, you can use a software program to recreate the heatmap you would expect the eye to follow, and how long the focus is on example a brochure, product or website. The process is less costly than individual heatmaps with test subjects, and still provides a verifiable prediction of about 90%.

In other words, eyetrack reproduce what the user is looking at, at any given time, and not what we think they are looking at. This enables us to obtain assurance on whether a function, a design, a button or a warning text functions properly.

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WHAT CAN IUSE IT FOR

Kunde: Stenhøj A/SVarighed: 14 måneder Opgave: Kostoptimering og redesign af billift

Flawless product developmentOnce your product has to compete against other products, it is important to create awareness of your product, arouse emotions of the user and to ensure that the product not only motivates the purchase, but also ensures a continued positive experience going forward. Here, neuro theory is important as to ensure that the product meets the user’s needs and dreams.

Reliable designNot all products must evoke positive feelings. It may be appropriate to design protective solutions for dangerous situations. A dangerous work place can be designed so that the user unknowingly is influenced by fending and warning signals. In this way maintained security for the user is more convenient.

Intuitive user interfacesCan employees utilise the machines at times of service, maintenance and when a quick emergency stop is required? The user interface should be simple, so you can quickly perform the intended actions without unnecessary waste of time to clear functions.

Promotional packagingDo your customers see your product among the competing products on the shelf? How is the unpacking experience, and does the packaging contribute to a repurchase? The packaging is very much an effect on how a customer experiences your product. The integrity is particularly an essential factor - packaging and product are to coincide in order to increase brand recognition.

Development and optimization of service productsWhat consequences does it have when your customers are queuing at the checkout or cannot find what they’re looking for? Stress is often a factor while shopping, and in stores, there are several reasons for that stress level to increase, making the visit an unpleasant experience.

Experience and welfare designHow do customers or citizens of a city experience, a concert or a trip to the amusement park? Today, there are many experiences offered and the question is how to stand out from the crowd. Techniques from brain research are an excellent tool where we can address these issues. Using these techniques, we can in real time, change the environment in accordance with what the visitor is experiencing, and thus create the ideal area for experiences.

Targeted communicationIs your message being heard or is it noise for your target group? We can examine and measure how your message will be received and thereafter be remembered. This applies not just to slogans, brochures and television commercials, but also if you want to explore if your company’s brand is consistent and if it is being received positively by your target group.

Optimization of websiteDo you want to extend the visitors’ time on your website so that they actually experience the important things you have to tell? On the internet there are indescribably many offers and if one website is not optimal, another website can quickly be found. Therefore, websites should be easily comprehensible to the user and affect our unconscious mechanisms and thus our choice.

TEST ANALYSIS

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CONCEPT

HOWDO WE DO?

Want to know if your products are developed in the best terms, we carry out a test to ensure that your product meets man’s stringent requirements.

The process will be different depending on what we need to test, but generally follows the model below.

1. Test the current product / service eg. using eyetrack, heatmaps or EEG

2. Analyze the test - is your product falling short, we can help. Development of a new concept in relation to neuro theory

3. Testing and analysis of the new concept4. Possibly, adjustment with subsequent testing and analysis5. Launch

Theory and practice come together in perfect harmony,

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POSSIBLEADJUSMENTSANALYSIS LAUNCH

KNOWLEDGE BEHINDPRODUCT DEVELOPMENT

In order to use the collected data usefully, it is necessary to know what the data means in each situation. We have at Artlinco partnered with psychologist and neuroscientist Thomas Zoega Ramsøy so that together we can convert data into specific solutions.

Thomas Ramsøy a PhD and is a world-leading scientist within neuromarketing. In addition to being Associate Professor at Copenhagen Business School and director of Neuroscience Research Group, Ramsøy also advices leading companies in how neuromarketing and corresponding methods provide new insights into consumer habits and thinking.

Thomas Zoega RamsøyHead of Research Decision Neuroscience Research Group at CBSNeurons INC.

Christian JantzenProfessor in Information technologyand culturanalysis at AAU

In addition, we collaborate with Christian Jantzen, professor of information technology and cultural analysis. Jantzen is a leading expert in sensory and emotional aspects of consumers’ experiences with products.

Alongside our daily development work, we regularly hold internal workshops to update and maintain our knowledge, to ensure that we constantly have the latest knowledge available.

We work with leading scientists

WHAT’S IN IT FOR ME?

“WHETHER YOU SELL SOLUTIONS WITHIN THE INDUSTRIAL SECTOR, EXPERIENCES, SERVICES OR PRODUCTS, MAN IS ALWAYS INVOLVED - THEREFORE IT MUST INVOLVE THEIR BEHAVIOR AND REACTION PATTERNS IN ALL TYPES OF DEVELOPMENT PROCESSES.”

Thomas Zoega Ramsøy Researcher, neuropsychology and marketing

We make it possible for you to get backstage, where we highlight the key factors that are the core of your customers’ decision-making.

Predicting your customers’ behavior, needs and motivation, not only creates better solutions, but is also a crucial indicator of success, future purchases, which segments are affected in your particular strategy and identifying market potential.

Essentially our solution creates a better framework for optimization strategies, preference generating relationships and increased competitive advantage.

True insights are a valuable tool on the road to success. Together we can make better business decisions and return on investment for your company.

From insight to true insight

Artlinco A/S / Jessensgade 1,3 / DK-8700 Horsens/ www.artlinco.com/ Tel. +45 7020 8036