Ameya Wagle

Anshul Talokar

Zubin Tilwankar

2Test

Woodland

Bata

3Presentation Flow

Why

What

How

Examples

7 Insights

Critique

4

WHY

Why NeuroMarketing

• Cult Like Following / Zero Loyalty

• Why and how prospects buy the products

• Highest priced / lowest quality

Neuromarketing

5

WHAT

What is NeuroMarketing

Brainwave Activity

Eye Tracking

Skin Responses

6

How

How NeuroMarketing Works

Diagnose the Pain

Differentiate your claims

Demonstrate the Gain

Deliver to old brain

7

How

How Brain Works

BRAIN

The Human Brain

The Mammalian Brain

The Reptilian Brain

• New / Outermost Brain

• Logic, Learning, Thoughts

The Human Brain

• Middle Brain• Emotions, Moods,

Memory

The Mammalian

Brain

• Old Brain• Basic Survival

functionsThe reptilian

brain

8

How

Neuromarketing – Measurement Tools

Focus Group

LadderingSurvey

Choice modeling

Observation

fMRIFacial coding

Voice Analysis

Eye tracking

Response Latency Zmet

9

EXAMPLE

Neuromarketing – Coke Vs. Pepsi

10

EXAMPLE

Neuromarketing – NewScientist

11

7 INSIGHTS

Neuromarketing – 7 Insights

The old brain is driven by emotions

Old brain decides on basis of gain vs. pain trade-off

Old brain is highly influenced by beginnings and endings

Old brain is visually oriented and responds rapidly to images.

Old brain perceives the “Pain of Buying” in relative, not absolute terms.

Old brain understands only what is tangible, physical & concrete.

Old brains control over buying decisions varies from culture to culture.

12

CRITIQUE

Neuromarketing – Critique

Supporters

• More effective

Advertisements

• Specific Products

Opponents

• Brainwashing

• Promotion of

degraded products

• Effective Political

Propaganda

13

Thank You . . .

Any