The Science and Emotion of Neuromarketing by Nina Stanley

2. JUSTIN BEIBER AND NINA STANLEY HAVE TWO THINGS
IN COMMON, WHICH IS THE LIE?
1. They’ve both danced in multiple music videos
2. They’re both married to supermodels
3. They both have Ramsay Hunt Syndrome
TWO TRUTHS
AND A LIE

3. HI.
WE’RE

4. EMOTIONAL DATA COLLECTION & PURPOSE
THE
SCIENCE
OF ART

5. HI.
WE’RE

6. WE TELL
STORIES
THAT MOVE
MARKETS

7. Humans are motivated by dreams, passions, needs, and desires.
To reach people, you must speak to their innate humanity.
We work to remove the friction that can exist between consumers
and brands, so people buy into you. Not just from you.
HUMAN
CENTERED
DESIGN

8. “INDIFFERENCE TOWARDS PEOPLE AND THE
REALITY IN WHICH THEY LIVE IS ACTUALLY THE ONE
AND ONLY CARDINAL SIN IN DESIGN”
DIETER
RAMS

9. DESIGN +
DEVELOPMENT
FILM +
MOTION
BRAND
STORYTELLING
STRATEGY +
CONSULTING

11. BEHAVIORAL
NEUROSCIENC
E

12. The neural and physiological processes that occur when you experience
perception, learning, memory, cognition, motivation and emotion.
THE BIOLOGY
OF BEHAVIOR

13. “THE RATIONAL MIND IS THE HUMBLE
SERVANTOF THE INTUITIVE MIND”
ALBERT
EINSTEIN

14. IOur unconscious, or subconscious, brain that makes decisions.
Our conscious brain is only there to rationalize that decision.
SUBCONSCIOUS
DECISION MAKING

15. EMOTIONAL
RESPONSE
Our brains are incapable of making decisions, subconsciously
or consciously, without an associated emotional response.

16. PARADOX
OF CHOICE
Our brain is the only organ in our body that is in control of
all life functions. If it feels overloaded things like decision
making capabilities shut down.

17. SUBCONSCIOUS DATA
Emotional Data
Collected data that can be observed
and evaluated
Happiness, Sadness, Fear, Anger
QUALITATIVE DATA
Experiential Data
Collected data that can be observed
and not evaluated
Scents, Photographs, Colors, Flavors
QUANTITATIVE DATA
Operational Data
Collected data with numerical value
and can be statistically analyzed
Height, Weight, Time, Price, Age
CONSUMER
BEHAVIOR

18. EMOTIONAL
DATA™
Our combination of neurobiological, physiological
and behavioral data is what creates Emotional Data.
This proprietary process allows us to turn human
responses into strategy making the intangible, tangible.

20. IT’S ONLY THE VEHICLE TO THE FEELINGS THEY SEEK
YOUR PRODUCT OR
SERVICE IS NOT A
CONSUMER’S END
GOAL

21. Emotions drive more than 80% of our
decision-making and are the true cause
of our actions
Emotions describe the intensity
of how the body and mind responds
to an event
Emotions are designed to protect us,
leading us toward need or away from
areas of danger
Emotions are the basic mechanism for
making decisions
EMOTIONS
IN MOTION

22. TESTING
METHODS

23. AREAS OF MEASURE
• Attention
• Emotional intensity
Cognitive load
• Effectiveness
• Engagement
ANALYZATION
• Subconscious data
• Emotional response
• Relevance of stimuli
• Pre-exposure
• Re-engineering
UNLOCK THE
SUBCONSCIOUS

24. NEUROBIOLOGICAL
EEG, fMRI, fNIRS
PHYSIOLOGICAL
Pupil Dilation, Heart Rate, Skin Conductance
BEHAVIORAL
Eye Tracking, Facial Coding, Implicit Association
METHODOLOGY

25. CASE
STUDIES

26. Brand love stems from strong brand empathy, connection and
loyalty. Some brands are better than others in achieving that.
Apple users express empathy, while Samsung users express
schadenfreude. This proves group- and self-identification,
Therefore, proving brand connection.
APPLE VS.
SAMSUNG

27. Astra Zeneca asked for help with their newly redesigned delivery
device used to administer Type 2 Diabetes medication. After years
of testing and design, the launch was less than great, and consumers
were even more confused than before.
We started by using the device.
BYDUREON

28. I
BYDUREON
REDESIGN
EMOTIONAL DATA:
ORIGINAL DEVICE
• Frustration (Emotional Response)
• 80% Cognitive Load
• 28% Engagement
EMOTIONAL DATA:
REDESIGNED DEVICE
• Satisfaction (Emotional Response)
• 22% Cognitive Load
• 67% Engagement

29. THE
MODERATI
.COM
NINA STANLEY
CHIEF CREATIVE OFFICE
NS@THEMODERATI.COM