NeuroMysteryShopping MEASURING SERVICE QUALITY WITH NEUROBIOLOGICAL TOOLS Walter Mucchiut, Alberto Apicella, Analys Salas et al ESTIME–NEUROBIOMARKETING Consumers’ NeuroInsights Lab Miembros de ESOMAR • AMA • MRA • AVAI • MSPA • NMSBA Socios operativos de GREAT PLACE TO WORK® INSTITUTE • SHOP'N CHEK • AcuPOLL Representantes exclusivos de FOCUSVISION WORLDWIDE • ESTIME Synedrion Consultores
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1. SynedrionConsultores NeuroMysteryShoppingMEASURING SERVICE
QUALITY WITH NEUROBIOLOGICAL TOOLSWalter Mucchiut, Alberto
Apicella, Analys Salas et al ESTIMENEUROBIOMARKETING Consumers
NeuroInsights Lab Miembros de ESOMAR AMA MRA AVAI MSPA NMSBASocios
operativos de GREAT PLACE TO WORK INSTITUTE SHOPN CHEK
AcuPOLLRepresentantes exclusivos de FOCUSVISION WORLDWIDE
ESTIME
2. Section 1:Every day marketing exchanges well understood?
Consumer Neuroscience Measurementsestimenbm IIeX Sao Paulo
2013
3. Lets have a quick [crowdsourced]consumerneuroscience test
now!3 estimenbm IIeX Sao Paulo 2013
4. Please stand up4 estimenbm IIeX Sao Paulo 2013
5. Touch the tip of your nose with your left arm5 estimenbm
IIeX Sao Paulo 2013
6. Now touch your rightear with your left arm6 estimenbm IIeX
Sao Paulo 2013
7. Now look up to theceiling7 estimenbm IIeX Sao Paulo
2013
8. Still looking up, recallthe last product youbought8
estimenbm IIeX Sao Paulo 2013
9. Now look at me and watch the color of mytie9 estimenbm IIeX
Sao Paulo 2013
10. Please turn to the person at your left and look him/her in
the eyes and smile10 estimenbm IIeX Sao Paulo 2013
11. Now breath deeply andrelax11 estimenbm IIeX Sao Paulo
2013
12. Please execute thefollowing calculation: 7 times 3 plus 3
minus 412 estimenbm IIeX Sao Paulo 2013
13. Turn to the person at your right and yawn13 estimenbm IIeX
Sao Paulo 2013
14. And lastly, drop your arms, loose yourself andrelax14
estimenbm IIeX Sao Paulo 2013
15. Now, Four (4) simple questions 1. How many of you feel
(somewhat) better now? 2. Can anyone remember the seventh
instruction I gave? 3. How many can remember when started to feel
better? 4. And can you tell why are you feeling somewhat better
now?15 estimenbm IIeX Sao Paulo 2013
16. This is actually how our brain reacts tomarketing exchanges
everyday!16 estimenbm IIeX Sao Paulo 2013
17. Dynamic NeuroKPI Dimensions and their meaning NeuroKPI
IndexesDESCRIPTION Arousal Neurobiological index of the excitement
or activation Enjoyment Neurobiological index of the emotional
valence Emotional Mean of emotional values RationalMean of rational
values Audio/Video Difference between auditory and visual cortex
activity MemoryMean probability of short and long term storage
Focus Attention and cognitive process EngagementIndex of mirror
neurons activity KPI Composed index of the neurobiological
efficacy17 estimenbm Neuromarketing estimenbm IIeX Sao Paulo
2013World Forum 2013
18. This is an average of brain reactions at our lab, using
just EEG via NeuroKPIs [no GSR, no HRV]Stand Nose Ear Ceiling
Product Tie Smile Breath Calc Yawn ArmsFocalization
PersuasionNeuroKPIMemory EngagementEnjoyArousal18 estimenbm IIeX
Sao Paulo 2013
19. Section 2: The Case Study Neuro-Mystery-Shopping
Undermining the Rational Limits in Service Quality
Measurementestimenbm IIeX Sao Paulo 2013
20. AbstractAlthough several approaches had been used over time
tomeasure the compliance of service protocols defined bycompanies
to please their end customers, neither had thosebeen able to assess
the real value within those protocols norhad them identified and
scaled all underlying emotions towardsdesired service standardsThis
research study proposes and validates a new methodologyto achieve
the abovementioned results by using severalneurobiological
measurements with a set of individuals facingeveryday services on
marketing exchanges at pizza chains,while comparing results with
standard legacy procedures20 estimenbm IIeX Sao Paulo 2013
21. Delivery Pizza chains description Pizza chain 1D Pizza
chain 2P Established in Venezuela Established in Venezuela in 1992
in 1999 Beside pizzas, they offer Besides pizza, calzone,
sandwiches, salads, desserts and beverages calzone and beverages
are offered as well Outlets nationwide in 7 Presence in 9 key
cities, key citiesalso offering off-area delivery service21
estimenbm IIeX Sao Paulo 2013
23. The NeuroMetaphors Modeling is supported by both applied
neuro psycholinguistics as well as studies of the semantic space on
the cortex (Jones, Kintsch, Mewhort / Huth, Nishimoto, Vu, Gallant)
representing thousands of concepts and action categories across the
human brain, allowing to calculate a Communicational Efficacy Score
or NeuroCES23 estimenbm IIeX Sao Paulo 2013
24. MS variables measured on stores are standard Phone call and
StoresGreetingPizza menuBeverages menu Shopping processPersonal
information request andOrder verification deliveryPayment
informationWaiting time to deliveryClosing24 estimenbm IIeX Sao
Paulo 2013
25. Section 3:Results on Focus / Energy / Empathy / Action The
NeuroKPI Diagnosticsestimenbm IIeX Sao Paulo 2013
26. Dynamic NeuroKPI at a given Store Per second
neurobiological activity during the store purchase26 estimenbm IIeX
Sao Paulo 2013
27. NeuroKPIs: Brain response to phone call Women ThetaAlphaLow
beta Beta Meditative Reflective Sensory MotorActiveDrowsy
RelaxedRhythm Thought Chain 1D Chain 2P27 estimenbm IIeX Sao Paulo
2013
28. NeuroKPIs: Brain response to phone call Men ThetaAlphaLow
betaBeta Meditative Reflective Sensory MotorActiveDrowsy
RelaxedRhythm Thought Chain 1D Chain 2P28 estimenbm IIeX Sao Paulo
2013
29. Why is that?29 estimenbm IIeX Sao Paulo 2013
30. Comparison between approaches on the Menu For Franchise 1
the processListening to the menu from is mostly auditory,
thusFranchise 2 generates a activating fewer areas in the sync that
activates both the brain with minor arousal acoustic and visual and
engagement processes zones mainly because the use of a suggestive
names and more adjectives to the descriptionof the product30
estimenbm IIeX Sao Paulo 2013
31. Section 4:Consumer Neuroscience vs Mystery Shopper Gap
Analys for both Approachesestimenbm IIeX Sao Paulo 2013
32. Store - Chain 1D TotalPositiveDeclared overratingNeuroKPIs,
overlooked actually decreasing by the questionnaireengagement to
thestoreEntrace Employee Promotions Pizza Menu Beverages
DataPayment Closing Interaction Menurequest informationInvolvement
FocusMemoryNeuroKPI Questionnaire32 estimenbm IIeX Sao Paulo
2013
33. Store - Chain 2P TotalOverly Positive NeuroKPIs,
overlookedby the questionnaire EntraceEmployee Promotions Pizza
Menu BeveragesPayment Closing interacyion Menu InformationDeclared
under ratingsnot identifying the value of the visualmenuInvolvement
Focus Memory NeuroKPI Questionnaire33 estimenbm IIeX Sao Paulo
2013
34. Section 5:Applied Consumer Psycholinguistics Neurometaphors
and Mystery Shoppingestimenbm IIeX Sao Paulo 2013
35. Neurometaphors Map: Stores The experience is completely
different by gender, as women regard the experience on Store 1 as
pleasant and relaxing (metaphors regard illusion, sweetness, red
wine) Men experience is positive in both chains: while Store 1 is
also pleasant (metaphors regard elegance, poetry, democracy) Store
2 feels more fun (metaphors regard music, optimism) Enjoyment momno
problemsurpriseregression wonder Serenity well-beingchild illusion
Euphorysweetness light gold teen-ager quality of life closeness pet
sugarhope win hug light gold optimismtendernesshomeopathies
milkwhite wine 1illusion hope 2fashionfuninnovation bar
billiardscourage Tradition breakfast red wine effervescence public
television wine FiatWhiteagilityFerraridelicate social-democrat
caution elegancedecisive protagonistRelaxationC nostalgiaalm down
poetry newspaper1 predictableon targetpokerdeterminationrace
sexualityExcitation modestyessay Parents standard adrenaline
Old-fashionednewspaper nostalgia out-dated equidistance nihilism
bosssuperficial caffeine coffeenostalgianostalgiaresigned bank 2
financial institute sharkresigned povertyministryclassical
musicspiderdefenseless bureaucracyvirus Porschedefenseless nihilism
mafia Jurassic arrogance resigned park terminatortank crash 1 Chain
1Ddarkness occult elephant graveyardthriller combat 2 Chain
2POppressionwar mysteryKiller whale Aggressivefear Women MenPathos
Aggressive35 estimenbm IIeX Sao Paulo 2013
36. Comparison between approaches: The Pizza Menu 1. Too much
plain auditory. It provides no Vendors respondincentives properly
the 2.Quite standard, doesnt differentiate the Chain 1 D questions
asked by category and is poorly rated by shoppers shoppers at the
neurological level3.Needs redesign 1. It is more euphoric and
achieves bettertargeting of shopperPizza Menu This chain is best
2.Generates a rationalizing and visual evaluated in terms
activation on the choice of pizza, to offer of the requestsa
greater variety of products, with a Chain 2 P made by themenu with
visual verbalizations shoppers at time of 3. This proves to be of
greater arousal and purchase is retained in long term memory,
thusderiving loyalty and trust to the chainand the brand itself36
estimenbm IIeX Sao Paulo 2013
37. Section 6:Learning Insights Remarks What are [some] key
findings so far?estimenbm IIeX Sao Paulo 2013
38. Using neurobiological toolsUp to [17] true connecting
elements [with variable valences] of the marketingexchange not
measured by a standard MS protocol questionnaire wereidentified and
clearly definedReal emotional values of all aspects related to the
experience were obtained,thus properly measuring their true
engagement potential to the consumerBased on this findings, a much
better customer experience protocol wasdesigned [and ran by both
genders], thus yielding better and cost-effectivestore design and
communication campaigns towards the customersWithin a year, values
that dropped significantly when the new protocol wasapplied, rose
significantly as so did the chain performance38 estimenbm IIeX Sao
Paulo 2013
40. The frontiers of science are blurring into mutual
insemination, complementing each otherestimenbm - Ttulo de la
Presentacin40 3/29/2013estimenbm IIeX Sao Paulo 2013
41. SynedrionConsultores 23aniversarioMiembros de ESOMAR AMA
MRA AVAI MSPA NMSBASocios operativos de GREAT PLACE TO WORK
INSTITUTE SHOPN CHEK AcuPOLL Representantes exclusivos de
FOCUSVISION WORLDWIDE NEUROBIOMARKETING T +58 (212)
241.2605/7407/3461/0544/5033 | F +58 (212) 241.0540 |
[email protected] info.estimesa.com
www.estime-neurobiomarketing.comestimenbm IIeX Sao Paulo 2013