Date post: | 27-Jan-2015 |
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HCD Seminar Series:
Applying Neuroscience to Communications Research April 16, 2014
Welcome and Introduction
Glenn Kessler President and CEO HCD Research, Inc.
Webinar Objectives • Provide an overview of the applications of integrated Consumer Communications Science
• Discuss variation in neuromarketing methods and tools
• Share case studies and experience using specific methods for specific problems
• Learn the science of psychophysiology/neuromarketing
HCD Approach to Neurocognitive Market Research
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• Cognitive and neuro/psychophysiological methods answer different questions Cognitive research can address how people feel Applied neuroscience and psychophysiological methods can address the
reason for a cognitive response One method does not replace another
• No single research method answers all questions and satisfies all research requirements. Different tools should be considered to solve different research questions.
• Results of cognitive/psychophysiological methods should be integrated and interpretations and recommendations should be the focus of reports…not the technology used to obtain data.
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A Consumer Experience
Research Company
Sensory Experience
User Experience
Brand Experience
Sensory Experience
User Experience
Brand Experience
Sensory Experience
User Experience
Brand Experience
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Sensory Experience • Taste (flavor) • Touch (somatosensory) • Vision (colors, images, viscosity, etc.) • Smell (fragrance) • Product Innovation (ingredients, new products/technologies) • Product Use/Packaging
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Sensory Experience
User Experience
Brand Experience
User Experience • Website Usability • Interactive Digital Media • Apps • User Interface • Digital Advertising
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Sensory Experience
User Experience
Brand Experience
Brand Experience • Brand Identity • Positioning • Concept • Messaging • Packaging • Advertising
Early-Stage Application • The diagnostic power of integrated cognitive and psychophysiological methods is greatest in early-stage product
and concept development.
• The sensitivity of this technology allows marketing and product development teams to observe the impact of nuanced variations across potential…
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Product Names and Logos
Color Schemes and Images/Photography
Product Claims/Positioning/Messaging
Product Concepts
Animatics and Storyboards
Product Spokespersons
Arthur Kover, Ph.D. Professor Emeritus, Fordham University Yale Management Fellow Former Editor of the Journal of Advertising Research
Professor Paul Bolls, Ph.D. Associate Professor, Strategic Communication, Missouri School of Journalism Co-Director, PRIME LAB, Missouri School of Journalism
Michelle Niedziela, Ph.D. Neuroscientist and Chief Methodologist, HCD Research
Joe Messina Director of Marketing Sciences, HCD Research
Communications Research in the New Research World
Arthur Kover, Ph.D. Professor Emeritus, Fordham University Yale Management Fellow Former Editor of the Journal of Advertising Research
Communications Research
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- A Conversation -
A Researcher
The Public
Words: Not Total Communication
Total Communication
Filtered • Words Unfiltered/Emotional • Gestures • Body Language/Posture • Eye Contact Hidden • Heart Beat • Startle & Awareness Responses
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Conventional Research
“New” Research
Limitations of Conventional Research
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Advantages Disadvantages
Captures conscious response Does not capture subconscious response
Large, representative sample with statistical validity
Question phrasing/interviewer can bias results
Cost-effective Inaccuracies in self-reporting
Fast turn-around
New Research Techniques
• New techniques supplement/expand current research Unmediated, not filtered Uncontrolled ‘rationally’ Very quick Recognizes the hidden elements of human response
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Moving Forward
• BUT, how to combine these (new and older) approaches to reveal a complete response?
• And how to overcome: Resistance to change among researchers; and Single-minded reliance on the new approaches?
• This webinar provides a path and an answer
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Applied Neuroscience: What is consumer neuroscience & how can we use it?
Michelle Niedziela, Ph.D. Neuroscientist and Chief Methodologist, HCD Research
How do people see, interpret and behave in the world?
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Non-conscious Conscious
Speak & Act Deliberate & Analyze
Determine Meaning &
Value
Form Impressions
What is Applied Consumer Neuroscience?
• Psychology Self-report, questionnaire,
psychoanalysis Assumes people can
consciously access why they feel a certain way
• Neuroscience People don’t know why “why” is not constant May never be aware
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Why not just ask?
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Peripheral Nervous System
Central Nervous System (Brain & Spinal Cord) What How
Blood Flow fMRI
Electrical Activity EEG
Choice Behavioral Experiments
Applied Consumer Neuroscience Methods
What How
Facial Expressions
Automated/ Expert Coding
Facial Muscle Movement EMG
Eye Movement Eye Tracking
Perspiration EDA, SCR, GSR
Heart Rate Respiration EKG, strain gage
Cognitive Accessibility
Behavioral Response Time
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= FEAR
Psychology & Emotion: Discrete
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Multi-Modal Approach • Visual depiction of the
"emotional distance" between experiences
• Divided into two or three dimensions known as valences (how negative or positive the experience was), arousal (extent of reaction to stimuli) and approach/avoidance
• These dimensions can be depicted on a 2D or 3D coordinate map
Psychology & Emotion: Multidimensional
Arousal
Approach/ Avoidance
Emotional Valence
Pleasantness
Arou
sal
Pleasant Unpleasant
Mild
Intense
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Bored
Miserable
Angry
Afraid Happy
Astonished
Glad
Relaxed
Tired
Content
Sad
Distressed
Disgust
Arousal
Approach/ Avoidance
Emotional Valence
neutral
pleasant happy
surprised
ecstatic
excitement interested
enjoyment
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What How
Facial Expressions
Automated/ Expert Coding
Facial Muscle Movement EMG
Eye Movement Eye Tracking
Perspiration EDA, SCR, GSR
Heart Rate Respiration
EKG, strain gage
Cognitive Accessibility
Behavioral Response Time
Classification View
Emotional Valence
Attention
Arousal
Approach/ Withdrawal
Arousal
Approach/ Avoidance
Emotional Valence
Implicit Testing
Applied Consumer Neuroscience Methods Peripheral Nervous System
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fMRI – Academic neuroscience research • Great for spatial, structural resolution • Emotion:
Amygdala – emotional significance, basic needs (fear) Thalamus – wakefulness & relay Hypothalamus – hormones, nts (reward, arousal) Hippocampus – memory Fornix – output for memory, executive function Mammillary body – memory Olfactory bulb – smell Cingulate gyrus – affect, motor/muscle control,
attention, emotional awareness/consciousness Basal ganglia – motivation Orbitofrontal cortex – decision/emotions Prefrontal cortex – anticipating, regulating
emotions Ventral striatum – emotion/behavior Nucleus accumbens – goal directed emotion,
addiction Insula – body emotion (PNS), taste (disgust) Cerebellum – emotional regulation ETC…
Neuroscience & Emotion: fMRI
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Neuroscience & Emotion: fMRI
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Neuroscience & Emotion: EEG
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Central Nervous System (Brain & Spinal Cord)
What How
Blood Flow fMRI
Electrical Activity EEG
Choice Behavioral Experiments
Applied Consumer Neuroscience Methods
Emotional Valence
Structure/ Anatomy
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What How
Facial Expressions
Automated/ Expert Coding
Facial Muscle Movement EMG
Eye Movement Eye Tracking
Perspiration EDA, SCR, GSR
Heart Rate Respiration
EKG, strain gage
Cognitive Accessibility
Behavioral Response Time
Peripheral Nervous System
Central Nervous System (Brain & Spinal Cord)
What How
Blood Flow fMRI
Electrical Activity EEG
Choice Behavioral Experiments
Applied Consumer Neuroscience Methods
Follow me on twitter: @HCDNeuroscience Find me on LinkedIn: Michelle Niedziela Email me: [email protected]
Media Psychophysiology: The pathway to valid and valuable Biometric Marketing Science
Professor Paul Bolls, Ph.D. Associate Professor, Strategic Communication, Missouri School of Journalism Co-Director, PRIME LAB, Missouri School of Journalism Scientific Consultant, HCD Research
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Validity Validity depends on basic science targeted at determining the psychological meaning of nervous system activity
PRACTICAL BENEFIT
Value Value depends on identifying specific biometric measures that index concepts critical to effective brand communication and insightful data analysis
Biometric Research “Value Proposition”
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Media content ‘the stimulus’
Delivered via a new interactive technology ‘into the mind’ of the audience
Emerging effects ‘the response’
Intervening process embodied in the brain leads to…
Approach observes brain activity in real time as consumers experience and interact with brand messages offering insight into how and why messages succeed or fail
Media use is a dynamic across time interaction between embodied ‘mind’ and ‘media’
The Biometric Marketing Communication Science Paradigm
Media use engages ‘intervening processes’ in cognitive / emotional form, observable though psychophysiological measures (e.g. EEG, cardiac activity)
Measuring “Mental Experience” with Brand Communication
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Qualitative Interview, Self-report Scales,
And Behavioral Observation
Memory Tests
Biometric Measures
Eye Tracking
Dynamic Processes Model of Mediated Message Processing
Complex social environment consisting of across-time interactions between messages and message receiver
Biometrics Impact Score
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BIOMETRICS IMPACT SCORE
Stopping Power (First 6 Seconds)
Magnitude of the Orienting Response as a composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion* (Facial EMG) In The First Six (6) Seconds
• Extent to which an ad is likely to succeed at capturing attention in a cluttered advertising environment
Sustained Positive Engagement
Composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion* (Facial EMG) For The Remainder of Exposure
• Extent to which an ad is likely to maintain attention and relatively strong levels of arousal with desired emotional response
Brand Immersion
Composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion (Facial EMG) During Branding Moments**
• Extent to which an ad evokes a brand-favorable response during presentation of the branding elements
Biometrics Impact Score The Composite Score of All Three Metrics
* The use of Positive Emotion as measured by Facial EMG is determined by the Creative Brief ** All ads featured a single primary branding moment in the last 6 seconds of the exposure.
Biometrics Graph Interpretation
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A decrease in heart rate indicates viewers are paying attention to the content.
An increase in heart rate indicates viewers are accessing memories and are not attending to details in content.
An increase in arousal is most likely due to a more conscious level of interest. However, it is critical to remember that interest is not the same as attention.
Arousal usually tapers off over time.
It is important to consider positive and negative emotion as independent responses. Any increase or decrease in one response does not automatically result in the opposite response in the other. This is known as coactive emotional response.
X Axis = Rate of Change Y Axis = Length of Exposure (sec)
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Message testing (ads, concepts, positioning)
Communication Contexts for Holistic Biometric Marketing Research
Branded content optimization
Entertainment / Information content testing
Website optimization
Digital, interactive, mobile platform testing
Product sensory experience
Integrated Research in Action
Joe Messina Director of Marketing Sciences, HCD Research
Case Study: Commercial Testing 2013-2014 Campaign
Biometrics Impact Score* Vs. Clutter • GE is the most effective of these ads at driving attention, engagement and positive emotion, and thus achieves a
Biometrics Impact Score that is much greater than the HCD Benchmark.
• Toyota achieves a Biometrics Impact Score of 1.3, which is weaker than the HCD Benchmark, as well as commercials placed in clutter.
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*Composite measure of Brand Positive Stopping Power, Sustained Positive Engagement and Brand Immersion
1.0
1.3
6.4
3.8
7.2
3.7
0 1 2 3 4 5 6 7 8
Taco Bell
Toyota
Swiffer
Old Spice
GE
HCD BENCHMARK
BIOMETRICS IMPACT SCORE*
Emotional Diagnosis Over Time (Biometrics) • The introduction (lobby scene) does not create an emotional response, which is detrimental to the commercial’s
performance as it could lead to loss of engagement before the main message is revealed.
• Once the message (the financial offer) is revealed , there is a meaningful emotional response.
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-0.2
-0.1
0
0.1
0.2
0.3
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Posi
tive
Faci
al E
MG
Ch
ange
from
Bas
elin
e
Positive Emotional Response
Negative Emotional Response
Indicates statistically significantly superior/inferior to the HCD Benchmark
Call-To-Action (Top 2 Box) Toyota (n=150) HCD Benchmark
Prompts Me to Seek Additional Information 42% 30%
Likelihood to Talk to Friends and Family About Commercial 38% 33%
Case Study: Ad Concept Campaign
Purpose:
• To understand which concept most effectively drives a relevant emotional response to the product and motivates trial purchase.
• The messages are identical for each ad.
• The visual depiction of the message is different and is the focus of the test.
Methodology:
• Integration of Biometrics and Eye-Tracking with traditional quantitative survey methods
Selecting a Lead Concept For New Ad Campaign
Emotional Response to Ad Concepts
1
2
3
4
5
EMOTIONAL IMPACT
• The emotional response of Concept A is more positive, while the Concept B shows higher negative emotion driven by graphic element 2 and the bottom graphic element 3.
1 3 5 7 9 11 13 15 17 191 3 5 7 9 11 13 15 17 19
Increases in negative response Higher positive response
Concept A Concept B
Positive Negative
1 2
3
4 5
CALL-TO-ACTION
Call-to-Action Measures Concept A
(n=101) A
Concept B (n=103)
B
Motivates to purchase Product X Top-2 Box 79% 65%
Motivates seek additional information Top-2 Box 75% 63%
Motivates to Visit the Website Top-2 Box 65% 61%
Driving Factors for Call-to-Action Concept A
(n=101) A
Concept B (n=103)
B
Message Effectiveness
Clarity/Ease in Understanding Top-2 Box 81% 77% Relevance Top-2 Box 90% 80%
Other Measures % Found Aspects that Encourage to Seek Additional Information 72% 58% Concept A Concept B
Positive Negative
More positive emotion can be linked to viewers thinking the graphics are more encouraging.
Which Concept Is The Winner? • The stronger positive emotional response to the visual elements of Concept A leads to more effective
communication and ultimately higher motivation toward purchase.
Case Study: Testing Video Advertising within Website Environments
Purpose:
• To understand how consumers engage with online video advertisements across different website environments.
• Provide insight for branded web property owner to provide its advertising clients with a data story to prove that ads placed in branded content are more effective than when placed in generic sites.
Methodology:
• Integration of Biometrics and Eye-Tracking with traditional quantitative survey methods
• A mix of videos were utilized across all environments to ensure a robust market mix of consumers.
• Consumers were between the ages of 25-54 years old. • Must watch videos on the Internet at least once a week.
Testing Video Advertising within Website Environments
Branded 1 User Generated Video (UGV)
Test Materials
To be as brave as the people we help
-5-4-3-2-101234
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
ATTENTION
-1
-0.5
0
0.5
1
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
AROUSAL/INTENSITY
-0.5
-0.25
0
0.25
0.5
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
POSITIVE
NEGATIVE
The large black border serves to keep viewer’s attention locked up in the ad window.
AD ENGAGEMENT
LOW MODERATE HIGH Biometrics for Branded Website • Ads placed in a relevant context on a branded website are more engaging.
To be as brave as the people we help
-5-4-3-2-101234
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
ATTENTION
-1
-0.5
0
0.5
1
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
AROUSAL
-0.5
-0.25
0
0.25
0.5
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
POSITIVE
NEGATIVE
Some visual engagement on the ad is lost to surrounding content.
AD ENGAGEMENT
LOW MODERATE HIGH
Biometrics for UGV Website • Ads placed in the User Generated Video environment do not effectively grab
attention.
Key Metrics
Branded 1 A
UGV B
Biometrics
Attention Arousal
Emotion
Ad Recall % Unaided
% Aided
Call-To-Action
Purchase Interest (top 2 box)
Click on the Ad
Search to find out more
Other Communication
(Top 2 Box)
Impression of the Brand Is More Favorable After Viewing Ad in Website Environment
Ad Fit with Website Environment
Ad Is Relevant to Website
Results from Key Metrics • While ads placed in generic UGV sites can potentially get more traffic, ads placed in contextually relevant, branded
sites get more attention that is sustained, and therefore are more memorable and motivating.
You have Questions? We have Answers!
Please enter your questions now, or feel free to contact us individually:
Glenn Kessler: [email protected]
Arthur Kover: [email protected]
Michelle Niedziela: [email protected]
Paul Bolls: [email protected]
Joe Messina: [email protected]