2. What is Neurological Engagement and Why Does it Matter? Neurons firing (electrophysiological measurements through EEG) in response to a specific stimuli. If neurons are not firing, the brain is not engaged and neurological functions, such as memory, attention, language processing and emotion are not taking place. VERY ENGAGED SLIGHTLY ENGAGED
3. Neuro-Engagement Factor TM (NEF) Sands Research has developed a Neuro-Engagement Factor (NEF) scoring system based on the level of engaged response to the presentation material. The NEF score is then compared against our growing proprietary database of hundreds of commercials with thousands of participants. The NEF is derived from the mean of all participants from a study, and includes all of the electrophysiological activity in the brain. Target Ad #1 NEF:2.5 Target Ad #2 NEF: 3.7 Target Ad #3 NEF: 3.73
4. Reading the DataMean Global Field Power (MGFP) The Data Movies are made to display the stimulus , the real-time neurological engagement (six views of the brain), and the Mean Global Field Power (MGFP) line which displays the average of all participants and all regions of the brain combined. The MGFP can be thought of as the ‘Cognitive Timeline’ of the advertisement. Target Media Real-time neurological activity Mean Global Field Power (MGFP) How are these useful? The MGFP identifies key moments of engagement and the sustained response levels. Pausing the movies provides deeper insight into regions of the brain at specific scenes revealing what primary functions are taking place at which moments.
5.
6. Real-time neurological responses pin point the scenes that worked and (more importantly), the scenes that did not work.
7. The neurological data sets provide insight into aspects of ad development that cannot be mined through standard questioning or focus groups, such as: 1) Was the overall message conveyed in a way that leads to action? 2) Was the brand reinforced during moments of higher engagement? 3) Did the ad storyline create a sustained interest or not? 4) Did the key scenes generate localized brain activity, or a lack thereof? Fact: People use an entirely different part of their brain to answer questions (on-screen or with a moderator). This ‘filter’ is the problem with only using behavioral-based research methods. By using both neurophysiology and standard methods, the correlations and lack of correlations can be determined and interpreted for brand success.
8.
9.
10.
11. Substantial ROI(By investing approximately $50k) Snack Food Company The results from our Neuromarketing study revealed that the engagement level was higher and more neurologically effective with the 30 second Super Bowl spot than with the 60 second spot. This would have saved this company $3M for their 2008 Super Bowl media buy. This could have easily been learned during a study of the Animatics. Communications Company The results from our Neuromarketing research showed that the complex imagery and quick, flashing split-screen graphics were highly confusing and ineffective. The Neurophysiological data revealed that the spot was as engaging as a flashing light on the screen. The whole campaign was a failure as confirmed by the Research Director. Automobile Manufacturer Our Neuromarketing research helped one automobile manufacturer improve five different spots which led to an sales increase of 12% during the quarter following our study. Energy Company Our Neuromarketing research saved this firm significant monies on cancelling media buys for a spot that performed poorly in European testing, but worked well in the US.
12. For further information on the Neuromarketing services of Sands Research, Inc. Please contact: 888-267-6087 ext. 812 info@sandsresearch.com www.sandsresearch.com Thank You For Your Interest 8
