Neuro-design with a fMRI brain scanner, let's neuromarketing!
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Professor Arnaud Petre, Managing Director, BRAIN IMPACT & Chairman, Neuromarketing Association - Belgium, looks at how neuroscience can help marketing at the IgnitionOne Automotive Summit, June 2014
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Neuro-design with a fMRI brain scanner, let's neuromarketing!
- 1. 11 Neuromarketing & Neuro-Design? How to study the consumer’s emotional and decisional brain PR. ARNAUD PETRE NEUROMARKETING ASSOCIATION – CHAIRMAN (.BE) MANAGING DIRECTOR BRAIN IMPACT
- 2. 2 Aware?
- 3. 10% What I declare “maybe what I think” ____________ 90% Non-conscious World “what and how my deep brain decide I can’t tell about ” NEUROMARKETING – MAIN PARADIGM
- 4. « WHAT I SAY » Declarative Preferences Slow Decision System Weakly or un-correlated with Buyings and Doings mainly meta-cognition, confabulation and the « No Button » « WHAT I AM » Neuro-profile depends on thickness of some deep brain areas Correlates with Big5 Personality Test Unconsciously Modulates people decision e.g. big accumbens people are less influenced by prestigious brand name My Vision – 3 interacting World « WHAT MY BRAIN WANTS ME TO DO » 100% unconscious Fast Decision System Sex and Survival “even to choose a jam jar!” your proposals have to trigger there! Frontal Cortex Limbic brain Accumbens 99% 1%
- 5. 1924 First human EEG Libet’s exp on freewill 1983
- 6. 1992 First human brain functional MRI Blind test preference area more activated by Pepsi) you’ll choose Pepsi ( VMPFC activation) Cued test No more preference in the brain but memory area is more activated by Coca, your Coke choice is memory based and not taste based ! D. Kahnemann Nobel Price / Economy 2002
- 7. 0 to 5% SOM in last 5 years
- 8. 8 Neuro-tools (invention - applied to marketing from) Functional MRI (1992 - 2008) Machine : 2,5 -10mln€ EEG-ERP (1875 - 1961) Machine: 500€ -10 000€ Neuro - Tools? and a lot of others neuro “looks like” Others Behavioral stuff Eye Tracking (1950 - 1960) Facial Coding (1970-1979) Galvanic Skin Response (1900- 1965) ElectroMyoGraphy (1792-1961) Cognitive Science o IAT (1984-1998) o Implicit Priming (1984-1998) Management « Neuro Looks like » o FRAP (e.g. SalesBrain) Dry HeadSet EEG < 100$ EEG 1-2 channels f MRI
- 9. 9 FAQ EEG vs fMRI EEG (from 12k€-50k€ /mission) 12 to 48 for dry headset measurements points each +/-16msec (scalp only) Could be Mobile, Mass Research feasible, available nearly everywhere Should not be too expensive (price is often over-estimated ) NO UNCONSCIOUS EMOTIONAL OR DECISIONAL MEASUREMENTS Needs a lot of participants (30-50) and a lot of repetitions fMRI (from 25k€-100k€ /mission) Until 1Mln measurement points in the whole brain (each 100ms to 2 sec) Full Access Deep Limbic and Decisional Brain (Accumbens, Caudate N, Putamen, Globus pal., Amygdala, Hippocampal, Insula…) Not Mobile, Expensive, Scare Resource & Few Specialists NO MASSIFICATION ( no full representative sample)
- 10. 10 Mirror + Eyestracker 3T fMRI Screen within the MRI MRI Head Set, Joystick, Mouse. What / Where / Why but How ?
- 11. 11 From Brain Activation to Functions EEG (from 12k€-50k€ /mission): Great for Visual & Attention Vision Attention Global Engagement Conscious Emotions Pain / Surprise fMRI (from 25k€-100k€ /mission) Vision/ Perception/ Sensation Cognition / Emotion / Decision Buying and Behavioral Intention… Unconscious/Conscious Emotions Empathy Trust Vision/ Attention Sex Appeal Memory Complexity / error detection Reading or Music processing Music Taste Appeal / Smell Appeal Danger Disgust Cost-Benefit (e.g. Price/Quality) Negative and Conscious Thoughts Branding Powerness …
- 12. 12 EEG for EEG Fast snapshot of Visual/awareness impact Local adaptation of existing commercials EEG + Eyestracker PoP/PoS Print Advertising fine-tuning of commercial / pack fMRI for fMRI Brand & Product & Price Complex Interactions Ad and commercials Testing and Com (re)positioning, Product or Pack Design / Product taste or smell / Product R&D fMRI+ Eyestracker Shopper experience / Customer pathway Pack or Product Design (+3DVR) Shelf / PoP/PoS Design from scratch (+3DVR) Web Site and Digital Apps Usability 12
- 13. 13 ESOMAR - BEST OF ANY TOOL AVAILABLE “ fMRI offers the most in-depth & extensive cognitive/emotional assessment available ” ESOMAR /36 questions to help commission neuroscience/2011
- 14. 14 About Beauty ? 1 2 3
- 15. 15 golden ratio 1:1.618 is in our brain beauty and esthetic is of course computed in our brain 2 The golden ratio computing area
- 16. 16 1 2
- 17. 17 Cars and fMRI (Erk 2002) |17 Estetic value prediction: Given by Obrito-frontal cortex (sport>berline>small) Sport car activates more Reward Circuitry and gives an higher Self Image (Striatum-sex and decision related) Small CarSports Berline
- 18. 18 |18 Luxury cars (Schaefer & Rotte, 2007) Luxury goods activate more the reward and pleasure center (striatum) Porsche deactivate DLPFC, you can’t « think » it’s turns you sex-motional (activation of the pleasure, you love it!) Opel brand deactivates the pleasure center and switch you on a rational way you will dislike it Same car with or Putamen (striatum) is activated by luxury value of a brand
- 19. 19 |19 Product and Famous Expert makes You Buy ? Famous and « expert » Famous but non « expert »
- 20. 2020 Caudate Nuclei best predictor of ‘Well Known’ sucessfull association with a brand The emotional value of the ’Star’ is then given to the brand (via MOFC activation) MOFC (conscious positive emotion ) (computes cost / benefit)
- 21. 21 Some Car’s design activate human face recognition area (ffa)
- 22. 22 Guys, Do You prefer … 1 2 Sharp or Curved Design – 50% / 50% but … Amygdala (fear area of the brain) is more activated for sharp design (sharp= more injury risk) - Small amigdala people are less sensible to anxiety and will choose sharp one (i can manage risk i’m a good mate attractive for sexual partner) - Big amigdala people are more anxious and will choose curved design 1 2
- 23. 23 5°Les Interfaces Digitales, les Apps et Sites web convertir un max et augmenter l’ergonomie des applis Comprendre pour Optimiser...DIGITAL WORLD fMRI+EyesTracker
- 24. 24 Which Popup* ? Clic Intention (eyes track reveal it is to close Popup window! 0 10 20 30 40 50 60 70 80 90 100 Attention Memory Overload Visual Impact Positive Emotion Conscious & Negative Thoughts Reading Errors detection Category benchmarks *illustration
- 25. 25 Demo? We look forward to welcome you in our fMRI facilities and office in Brussels / Washington / Maastricht / Barcelona / Bangkok For Any question arnaud@brainimpact.eu www.neuromarketing-association.com
- 26. 26 A FLOP STORY “Ik Bob Mee” 26This test is a fast snapshot based on 4 people (2Fr+2NL) fMRI session/ confidence level p<0,001 / december 2013/Maastricht @brain impact
- 27. 27 Visual Impact FR + VL 0 4 8 12 16 20 24 28 32 36 40 44 48 52 benchmarks 27
- 28. 28 0 4 8 12 16 20 24 28 32 36 40 44 48 52 Attentional Impact FR+VL 28 benchmarks
- 29. 29 0 4 8 12 16 20 24 28 32 36 40 44 48 52 Primary Emotions FR+VL 29 benchmarks
- 30. 30 Call to Action FR+VL 30 benchmarks 30 benchmarks 0 4 8 12 16 20 24 28 32 36 40 44 48 52
- 31. 31 What is the scientific background of the team ? Neuro-blabla specialist or PhD in Neurosciences? Good fMRI analyst /designer have at least PhD level in neurosciences and sc. publications Good EEG/ERP Analyst should at least have a Master degree (neuro- psychology, Ir…)and some sc publications Ethical accreditation (from State or University) or at least compliance with NMSBA code of ethics? fMRI : Insurance / clinical screening ? What is the Neuro-tools & software specifications EEG 8, 16, 32, 64 channels, dry or classical headset? < 16 channels (electrodes) = toys….. fMRI 1,5T/ 3Teslas/ 7Teslas or 9,4Teslas , Screen system (HD, LD?), embedded eyes tracker What you should care when ordering Neuro Marketing Research
- 32. 32 What you should care when ordering Neuro Marketing Research Number of mission a year and # clients using this specific Neuro- tool (even for big agencies) If #EEG or #fMRI < #other tools they probably don’t control properly the technic and will invite you to do GSR/ eyestracking … Repetition and Number of Participants EEG min 30 people X 20 repetitions od each tested material fMRI min 20 people X 5 repetitions (for Event/RFX design) Results Speak about “ Limbic' brain” or really measure and trigger it? How many human functions (brain curves), How are those brain curves computed Network view (ok) / or buy button view (not ok) Data normalization between subject and mission ? (we all have different brains) Statistic confidence level (EEG>95%, fMRI >99,999%) How many split data are included (sexe, age…), price for additional one ?
- 33. 33 Timing EEG : 2-3 weeks fMRI: 3-5 weeks fMRI with university lab: 15-50 weeks E.g. Price for 1 mission (e.g. 3 TVcopy or 5 Pack/design or 10 Webpages) EEG (16-32channels, 30people, 3-6 curves) Local specialist : 10-15k€ Big Five Market Research Agencies : 30-70k€ fMRI (3Teslas MRI, 20 people, 16 curves) Local specialist : 25k€, Local Agency with abroad fMRI facilities in Asia, Europe, USA, Brazil : 35k€ Global (10 countries) Neuromarketing Agency : 50k€-100k€ What you should care when ordering Neuro Marketing Research
- 34. 34 Neuromarketing Who’s who EUROPE 1to1lab Milan, Italy Technology: EEG, eye tracking AAT Research Ltd Mosta, Malta Technology: EEG, GSR, eye tracking, virtual reality tracking BRAIN IMPACT Brussels, Belgium Technology: fMRI, EEG, eye tracking, IAT priming test, 3D virtual reality BrainSigns Rome, Italy Technology: EEG BrainTrends Rome, Italy Technology: EEG, thermography, fMRI, eye tracking, 3D virtual reality Bscomunicacio marketing online y neuromarketing Barcelona, Spain BuyerBrain Bucharest, Romania Technology: EEG, GSR, IAT BVA France Technology: eye tracking DervalResearch Amsterdam, The Netherlands Technology: biometrics Brand Names: Hormonal Quotient®, Sensory Lab®, Exakti Intelligence Helsinki, Finland Technology: EEG Eye Square Berlin, Germany Technology: EEG, eye tracking, GSR Foviance London, UK Technology: EEG, eye tracking Goli Neuromarketing Malaga, Spain Technology: EEG, eye tracking, galvanic skin response Gruppe Nymphenburg Consult AG Munich, Germany Technology: EEG, eye tracking, biometrics Brand names: Limbic®, Limbic® Map, Limbic® Types, Limbic® Human Mind and Brain Poland Technology: EEG, eye tracking, GSR Incore Berlin, Germany Technology: EEG, eye-tracking, IAT INSIDEBRAIN Madrid, Spain Technology: fMRI, EEG, ET, biometrics, face reading ISA – Institute of Sensory Analysis Warsaw, Poland Technology: fMRI, EEG, eye tracking, olfactometer, GSR, EMG Haystack Brussels, Belgium Technology: eeg Minder Ankara, Turkey Technology: EEG, eye tracking Mindlab International Brighton, UK Technology: EEG, eye tracking, biometrics Mindware Lab Moscow, Russia Technology: EEG, eye tracking, biometrics Mountainview Learning London, UK Technology: fMRI, EEG, EMG, MEG, GSR NEURENSICS Amsterdam, The Netherlands Technology: fMRI Brand names: 3D Brain Rating™, 3D Mind Mapping™ Neuro-Insight Austria, Germany, Switzerland, UK Technology: SST NeuroBiomarketing Italy Technology: EEG, EMG, eye-tracking, ECG, GSR NEUROCONSULT Wien, Austria Technology: fMRI Neurons Inc. Copenhagen, Denmark Technology: mobile EEG, stationary EEG, eye tracking, GSR, facial coding, (eye2D2) Brand names: Neuromarketing Omnibus™, NeuroGaming™, eye2D2™ NeuroRelay Romania NeuroSense London, UK Technology: fMRI, EEG, biometric measures, psychophysics Nielsen NeuroFocus Europe London, UK Technology: EEG, eye-tracking, GSR nViso SA Lausanne, Switzerland Technology: 3D facial imaging Brand name: nvPlayer™ Realeyes Data Services London, UK Technology: eye tracking, facial coding SalesBrain Milano, Italy Techonolgy: PainProbe (voice layering analysis) Brand names: NeuroMap™, PAINProbes™ Sensum Belfast, Ireland Techonolgy: GSR SimpleUsability Leeds, UK Technology: EEG, eye tracking Synergon Consulting Bucharest, Romania Technology: biometrics, Brand names: BrainPerform™, ConsumerBrain™, Synetiq Budapest, Hungary Technology: EEG The Neuromarketing Labs Stuttgart, Germany Technology:, EEG, eye tracking, biometrics, IAT ThinkNeuro Istanbul, Turkey Technology: EEG, eye tracking Walnut Group London, UK Technology: EEG, eye tracking, GSR
- 35. 35 AMERICA Affectiva USA: Waltham, MA and Santa Clara, CA Technology: biometrics, facial expression recognition Brand names: Affdex™ , Q Sensor™ Braintech Sao Paulo, Brazil Technology: EEG Brainsights Canada Technology: EEG Buyology New York, NY, USA Technology: biometrics, latency response Brand names: MindLink™, MindMeasure™,, MediaMindMeasure™ CSS/dataintelligence Ormond Beach, Florida, USA Technology: eye tracking DervalResearch Chicago, Illinois, USA Technology: biometrics Brand Names: Hormonal Quotient®, Sensory Lab, Endocrinography™ Disney Media & Advertising Lab Austin, Texas, USA Technology: biometrics (GSR, HR), facial coding, eye tracking, IAT Brand Names: BioDial™ Emoxional (Sensory Logic) Bogota, Columbia (provides services for Latin American Countries) Technology: facial analysis, eye tracking, EEG, biometrics Explorer Group Ontario, Canada Technology: EEG, eye tracking Eyeonmedia Santiago, Chile Technology: eye tracking FGV Neuromarketing Laboratory São Paulo, Brazil FKF Applied Research Washington, DC, USA Technology: fMRI Forebrain Rio de Janeiro, Brazil Technology: EEG, eye-tracking, facial EMG Gallup & Robinson Pennington, NJ, USA Technology: Facial EMG HCD Research Flemington, NJ, USA Technology: eye tracking, biometrics Innerscope Research Boston MA, USA Technology: biometrics, eye tracking Ipdois Neurobusiness Sao Sebastiao, Brazil Technology: EEG, eye tracking, facial reading Lucid Systems San Francisco, CA, USA Merchant Mechanics Hanover, New Hampshire, USA Technology: fMRI, EMG, EEG, biometrics, facial coding eye tracking, videographic observation Brand names: RealThought®, Retail Forensics® Mindketing Ciudad de Mexico, Mexico Technology: EEG, eye tracking Mindmetriks Bogota, Columbia MindResearch Santiago, Chile Technology: EEG, GSR, eye tracking, facial coding Mindsign Neuromarketing San Diego, CA, USA Technology: fMRI MSW Research Lake Success, NY, USA Technology: EMG, EEG Neuromatters New York, USA Technology: EMG, EEG Neurosketch Bogota, Coumbia Technology: EMG, EEG Nielsen NeuroFocus Berkeley, CA, USA (also available in New York, Dallas, Cincinnati, Atlanta) Technology: EEG, eye-tracking, biometrics Neuro-Insight USA Technology: SST Neurobusiness Intelligence Sao Paulo, Brazil Neurolab Brasil Recife, Brazil NeuroMarketing Mexico City, Mexic Technology: EEG NeuroSpire Inc. Durham, NC, USA Technology: EEG, eye-tracking Olson Zaltman Associates Pittsburgh, PA, USA Technology: metaphor analysis, IAT, biometrics One to One Insight Charlestown, MA, USA Techonolgy: EEG, eye tracking SalesBrain San Francisco, CA, USA Techonolgy: PainProbe (voice layering analysis) Brand name: NeuroMap™, PAINProbes™ Sands Research El Paso, TX, USA (works on a global basis) Technology: EEG with eye tracking, biometrics (GSR and heart rate), fMRI Brand Names: Neuro-Engagement Score (NES™), Emotional Valance Score (EVS™) Sensory Logic Minneapolis, MN, USA Technology: facial coding Sentia Labs Montevideo, Uruguay Technology: EEG, eye tracking True Impact Marketing Mississauga, ON, Canada Technology: fMRI, EEG, eye-tracking Who’s who