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Brainy Videos The world’s first Neuromarketing Study in B2B Online Video
Sneak Preview, 2013
In collaboration with
Contents
Background
What is neuromarketing?
Why B2B online video
Neuromarketing examples
Academic background
– Measuring attention & emotion
Results (sneak preview)
Further details & publication
Contact
In collaboration with
Background In the Summer of 2013 DutchmarQ & NeuroSpire conducted a B2B neuromarketing survey
Neuromarketing being a relative young discipline brings new promises to marketing and
salesteams both in eg concepting, innovation and pretesting of relevant content
Pretesting content holds the promise of way more effective and efficient production and
distribution of content
– Imagine knowing upfront what version (A/B/C) of a logo, whitepaper, landing page or video would work best with the intended target audience.
– Just think of the savings possible when one is able to predict future response and click-
thru
11 videos of three IT companies (Exact, SDL Tridion, HubSpot) were tested, using a sample
of 23 professionals, male, right-handed and aged 30 to 50.
An interesting set of insights was gathered, and conclusions drawn
The survey’s results are meant as a next step in neuromarketing, and a starting point for
ongoing dialogue and further research in this promising field that can help marketing and
sales directors to achieve better conversion rates, with less waste in the commercial
processs, building more sustained commercial growth,
In collaboration with
What is neuromarketing? Neuromarketing is a relatively new discipline, combining neuroscience & marketing
Neuroscientists state that 95%+ of all our decisions are made subconsciously (yet we
currently often do not know our preferences)
The amount of waste in marketing is significant
– The largest part of all communications fails to convert (95% of new products, 98% of mail offers, 98% of direct emails. 20% of ad campaigns have no brand impact)
– Inbound marketing better leverages own & earned media. Conversion rates can further improve with better insights in what makes us tick
Examples of neuromarketing include surveys based on eg fMRI, EEG, eye-tracking, facial
coding
– Neuromarketing premise is to further improve the business value marketing brings, boosting ROI and further enabling closed loop reporting
– Storyboards can be tested, neuromarketing can be applied to early designs/copies
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What is neuromarketing? (cont)
In collaboration with
Neuromarketing examples
fMRI: Functional Magnetic Resonance Imaging
– Highly expensive
– Spatial accuracy high, time accuracy needs to be improved
Eye-tracking
– Eye movement is monitored and ‘weighted’
– Usability of eg website & conversion of landing pages
EEG: Electroencephalography
– brainwave measurement
– More affordable
– Highly precise in terms of timely resolution/accuracy
– Ideal for assessing eg online video’s impact
In collaboration with
Why B2B online video
B2B online video was earmarked as key marketingcomms to
assess as part of this survey due to:
Video being strongly tied to emotions and ill-understood
Value and penetration of video is rapidly increasing in B2B too
Video is visual and lends itself to a deeper dive into what
elements (broken down in milliseconds) make what difference
In collaboration with
Academic background DutchmarQ & NeuroSpire use EEG
technology to measure emotional
engagement and attention activation.
The NeuroSpire metrics are based on 40+
years of neuroscience research into the
neural correlates of emotion and attention.
emotional engagement metric based
on research on depression,
happiness, and neurofeedback -based
regulation of emotion
attention activation metric based
on research on ADHD, visual
processing, and cross-modal
sensory discrimination.
In collaboration with
Attentional activation NeuroSpire analyzes alpha wave
desynchronization in the occipital cortex in order
to measure and track respondents’ activation of
attention.
A high degree of desynchronization of the alpha
band (drop in relative alpha power) in the
occipital region correlates with amplified
attentional activation, while synchronization is
associated with boredom and a lack of attention.
Increases in attentional activation are strongly
correlated with recall, cognitive processing, and
learning. *
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Emotional engagement NeuroSpire analyzes left-right alpha asymmetry in
the pre-frontal cortex to measure and track
changes in subjects’ emotional reactions.
Greater relative activity in the left frontal region
strongly correlates with approachful motivations,
including liking, wanting, motivating to action,
purchase intent, and willingness-to-pay.
Greater relative activity in the right frontal region
correlates with withdrawal motivations, such as
disliking, disgust, and avoidance behavior.*
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Results (sneak preview)
The detailed EEG analysis showed the HubSpot cartoon video to
score better than the HubSpot office video on the ‘Attention’
criterion.
This can be largely attributed to the way in which the actual
message was conveyed.
The cartoon video also successfully manages to achieve the
intended emotion. The emotion graph is negative exactly where
the ‘pain’ needs to be felt when using traditional marketing
methods in dealing with the many challenges that the marketer
currently faces. When the actual solution is shown a clear
positive emotion becomes visible.
In collaboration with
HubSpot Cartoon
0 20 40 60 80 100 120
0 20 40 60 80 100 120
seconds
Attention Emotion
In collaboration with
‘Pain/Gain’ pays off
The most effective videos succeed in first of all getting
attention for a problem or issue that the viewer can relate to.
Only then can a possible solution be effectively presented.
In other videos that apply this ‘pain/gain’ principle a similar
effect is shown on attention (good) and emotion (firstly
neutral at best, then positive).
This effect can be seen in an SDL Tridion video that features
a lady behind a PC grabbing her head, with this voice-over
‘do you think managing websites should be easy?’. The
solution then presented to the audience - ‘designed (…) with
users like you, for users like you’ – gives a strong attentional
impulse to the viewer.
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Further details and publication
All conclusions and further EEG charts will become available as
of mid November 2013
The neurosurvey in B2B online video will be part of the (e-)book
Br@inbound Marketing (1st edition, in Dutch), on the joint power
of inbound marketing and customer psychology in b2b digital
marketing and sales
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www.dutchmarq.nl/en
@phasselsmonning / @dutchmarq
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3940 AA Doorn | The Netherlands
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3941 PP Doorn | The Netherlands
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