15
SHAZIA GINAI CEO - Neuro-Insight
SHAZIA GINAI
CEO - Neuro-Insight
2
Shazia Ginai, CEO Neuro-Insight
Attention and the brain
3
WE ARE OPERATING IN A MULTI MEDIA WORLD
44
WHAT IS ATTENTION
55
SOMETIMES CREATIVITY IS NEGLECTED
66
WE MEASURE BRAIN RESPONSE USING SST
77
LONG TERM MEMORY ENCODING IS KEY
88
WE LOOK AT THE LEFT AND RIGHT
Right brain memory
encoding
overall feel of something,
sounds, colours, holistic
aspects, indication of
familiarity.
Left brain memory
encoding
detail, written and spoken
words, brand impact,
message take-out and
branding.
99
EMOTION DRIVES MEMORY
WE CONDUCTED A STUDY MEASURING BRAIN RESPONSE TO MAGAZINE ADVERTISING
MAGAZINES ELICIT A STRONG RIGHT BRAIN RESPONSE
0.04
0.01
-0.04
-0.04
0.29
-0.05 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35
Difference in average levels of response between right brain and left brain metrics
Magazines Television Radio Social media Other online
MORE LEFT BRAIN
MORE RIGHT BRAIN19% stronger than TV
44% stronger than radio
25% stronger than social
17% stronger than other online
MAGAZINES ELICIT STRONGER EMOTIONAL INVOLVMENT
0.83
0.77
0.68
0.780.75
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
Magazines Television Radio Social media Other online
Stre
ngth
of b
rain
resp
onse
Levels of emotional involvement(emotional intensity and right brain memory response combined)
1313
EMOTION COLOURS PERCEPTION OF BRANDS
1414
EMOTIONAL CONNECTION IS KEY
