The document discusses neuro-diagnostic research which combines biometric brain wave measurement via EEG with psychological analysis. It aims to provide objective insights into consumer motivations beyond what traditional qualitative research can determine. The approach is demonstrated through a case study analyzing alternative executions for a funeral insurance company's (DELA) new ad campaign. EEG data from viewers is analyzed using the AERA model to understand attention, emotion, rational processing and affective resonance. Key events in brain activity are identified and interpreted along with diagnostic interviews to evaluate how well each ad fulfills DELA's communication objectives.

1. NEURO-DIAGNOSTIC
RESEARCH
DAVID WEINBERGER
Director
WHY5Research -­‐ USA
THE PERFECT
MARRIAGE
BETWEEN BIOLOGY
AND PSYCHOLOGY
BY
MADELEINE JANSSENS
Director
WHY5Research

2. CONTENTS
1. WHAT IS THIS ALL ABOUT?
2. HOW DO WE DO IT?
3. DELA CASE
4. INTENSITY OF THE WAVES BENCHMARKS -
TAILORED APPROACH
2

3. 01
WHAT IS THIS
ALL ABOUT?

4. “Let biologists do their job
and we, psychologists, will
do ours. One day, we’ll
meet each other
along the way.”
Sigmund Freud
WHAT IS THIS ALL ABOUT?01
4

5. Relies on interpre;ng
consumer feedback
Measures brain waves that
provide a high level of
precision and accuracy and
that go beyond consumer
feedback
TRADITIONAL QUALITATIVE
RESEARCH
NEURO-DIAGNOSTIC
RESEARCH
WHAT IS THIS ALL ABOUT?01
5

6. NEURO
DIAGNOSTICS
BIOMETRIC
EVIDENCE
THROUGH
NEUROSCIENCE
+
PSYCHOLOGICAL
ANALYSIS THROUGH
DIAGNOSTIC
RESEARCH
=
Developed in collabora;on with a radiologist
(Dr. L. Denis), electrical engineers and
the WHY5 team of consumer psychologists
BY
6

7. NEURO-DIAGNOSTICS IS THE
MATCHMAKER BETWEEN
TODAY BIOLOGY AND PSYCHOLOGY MEET
PSYCHOLOGICAL
INTERPRETATION
OF THE STIMULUS
HUMAN BRAIN
ACTIVITIES AS
RESPONSE TO A
STIMULUS
BENEFIT & ADDED VALUE
• Gives strong objec;ve founda;on to psychological, diagnos;c analysis
• Measures the brain waves that are the result of autonomic reac;ons
to marke;ng s;mulus, and not controlled by individuals
• Is thus based on objec;ve measurements that cannot be gamed
7

8. ADDED VALUE VS. CURRENT QUALITATIVE RESEARCH
Conscious
Gives meaning
Provides reason
EmoDonal behaviour
Assigns values
InsDncDve reacDon
Universal
MARKET RESEARCH TERRITORIES
RATIONAL
EMOTIONAL
INSTINCTUAL
Classical
MR
Diagnostic
MR
Neutro
Diagnostic
MR
NEW BRAIN
NEOCORTEX
RATIONAL
MIDDLE BRAIN
LIMBIC
EMOTIONAL
OLD BRAIN
REPTILLIAN
INSTINCTUAL
8

9. ADDED VALUE VS. CURRENT QUALITATIVE RESEARCH
Conscious
Gives meaning
Provides reason
EmoDonal behaviour
Assigns values
InsDncDve reacDon
Universal
MARKET RESEARCH TERRITORIES
RATIONAL
EMOTIONAL
INSTINCTUAL
Classical
MR
Diagnostic
MR
Neutro
Diagnostic
MR
NEW BRAIN
NEOCORTEX
RATIONAL
MIDDLE BRAIN
LIMBIC
EMOTIONAL
OLD BRAIN
REPTILLIAN
INSTINCTUAL
• THE LOCATION WHERE THE BRAIN WAVES ORIGINATE IS
NOT WHAT IS IMPORTANT.
• WE FOCUS ON UNDERSTANDING THE TOTAL ACTIVITY
THAT RESULTS WHEN THE DIFFERENT PARTS OF THE
BRAIN ARE EXPOSED TO MARKETING STIMULI.
• ALL THE WAVES THAT ARE SENT BY THE NEURONS IN THE
BRAIN ARE MEASURED TOGETHER, BUT CAN ALSO BE
IDENTIFIED INDIVIDUALLY.

10. 02
HOW DO
WE DO IT?

11. THE CHOICE BETWEEN fMRI AND EEG WAS A NO-BRAINER
• Very uncomfortable
condi;on.
• Detect & measure brain
ac;vity via blood flow
• BUT is also “slow to register
a reacDon”: fastest reac;on
;me (and measurement)
of fMRI is 5 sec
• Detects and measures brain
acDvity via electrical impulses
from the brain
• Can detect changes within
milliseconds
PROBLEMATIC FROM SEVERAL
POINTS OF VIEW
11

12. 12
4 FUNDAMENTAL BRAIN ACTIVITY WAVES
Is a state of awareness in which
one is not focused on specific
things in the environment
Logical, concentrated thinking,
mental effort and assessment
Provides intuiDon and
empatheDc involvement
The subconscious mind, IntuiDon,
GUT feelings and ins;nctual insight
• Data aggregated into 4
fundamental brain acDvity waves
• Detected by Hans Berger (German
Psychiatrist and Neuro-­‐scienDst)
• Re-­‐defined for marke;ng by
WHY5Research and approved by
Dr. L. Denis a renowned Belgian
radiologist
Approval naming waves by radiologist
EMPATHIC OPENNESS WAVE
MENTAL RECEPTIVITY WAVE
ACTIVE PROCESSING WAVE
SUBCONSCIOUS REACTIONS WAVE

13. AREAS OF APPLICATION
• Can be applied both in the context of development as
well as for finalized s;muli
• Is recommended for different research objecDves:
• CommunicaDon pre-­‐tesDng:
• Commercials (also narra;ves)
• Radio spots
• Print adver;sing
• TV programs
• Digital content
• CommunicaDon post-­‐tesDng of TVC’s, print
adverDsing,…
• New packaging and label designs
• Smell and taste research
13

14. KEY BENEFITS: A MORE ACCURATE INSIGHT IN
CONSUMER MOTIVATIONS AND MARKET DYNAMICS
• Embedding diagnosDc insights:
• Scien;fic support to and grounding of mo;va;ons
• AcDonable results
• EXAMPLE: communicaDon research
• Insight in how the product/brand is presented in this
communica;on: overall emoDonal experience and
raDonal processing
• Clear understanding of which a^ributes or characterisDcs
are seen and which are stressed or reinforced:
• Subconscious reacDons, peaks of a^enDon, mental
alertness or empathic openness
• Analysis of how the Brand’s Marke;ng s;mulus connects
to consumer’s deeper moDvaDons and triggers them
• How symbols, signals, meanings, … succeed in
connec;ng with the fundamental drives of the target
14

15. 15
OUR APPROACH:
BIOMETRIC EVIDENCE + PSYCHOLOGICAL ANALYSIS
Insights in consumer moDvaDons
and market dynamics
EEG
(Electro-­‐
encephalo-­‐
graphy)
measurement
of brain
reac;on to
s;muli
Real ;me
iden;fica;on
of key events
in the brain
(peaks of
ac;vity)
Qualita;ve
Diagnos;c
of Key events
Interpreta;on
and analysis of
integrated
brain wave
results
Integrated
with the
diagnos;c
analysis
I N D I V I D U A L L E V E L A G G R E G A T E D L E V E L
1 2 3 4 5

16. ANALYTICAL FRAMEWORK FOR ANALYZING THE
NEUROSCIENCE AND DIAGNOSTIC RESULTS
AERA analyDcal model
Ahen;on, Emo;on, Ra;onal processing and Affec;ve resonance
• EEG results
• Key analy;cal dimensions: AERA model – Each dimension is connected
to a combina;on of brain waves
When does
the sDmulus get
respondents’
full
ATTENTION?
What kind of
EMOTION
is triggered?
RATIONAL
PROCESSING:
does the sDmulus
acDvate people to
take acDon
(consideraDon,
buying intenDon,….)
What is
the final
AFFECTIVE
RESONANCE?
A E R A
16

17. 17
COMBINING EEG WITH
DIAGNOSTIC INTERVIEWS

18. 0%
20%
40%
60%
80%
100%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
STEP 1: REAL TIME IDENTIFICATION OF KEY EVENTS ON
THE INDIVIDUAL LEVEL
IdenDficaDon of key events:
the moments with significant peaks in brain ac;vity
Event 2
Event 1
Event 4
Event 3
Event 5
Rela;ve power of
brain waves*
Time of exposure to s;muli (in sec)
*Is calculated individually for each brain wave rela;ve to the
highest value reached during the s;muli exposure. For each
wave the value of 100% indicates the moment when the
highest brain power is achieved
18

19. 03
DELA
CASE

20. BACKGROUND
• Pitch for new campaign
for DELA between 2
adver;sing agencies
• DELA is a funeral
insurance company
è dealing with a very
sensi;ve subject
DELA
BACKGROUND
& OBJECTIVES
OBJECTIVES NEW CAMPAIGN
HAD TO FULFILL
• It should be in line with the essence of
DELA’s strategy and posi;oning
• It should raise brand fame
• It should make speaking of death /
funerals part of the public sphere
• Make them less of a taboo subject
• It should enable the receiver’s
iden;fica;on with the message
• It can draw unexpected ahen;on to the
subject by daring to face the facts
• But should in no way shock or
offend
• It should convey care and should show
emo;onal involvement
• But without becoming sen;mental
• It should s;mulate thought / preferably
even ac;on ( to inform / to sign in)
20

21. DELA - OBJECTIVE
21
OBJECTIVE
• Get a clear insight into the intrinsic communicaDve value of
• The alternaDve execuDons of the campaign
• The overall campaign
TEST MATERIAL
• Narra;ves DELA
• Stubborn Donkey
• Grandma Frying Pan
• Supermarket
• Doing the dishes
APPROACH
• Brain waves
measurement
• Qualita;ve
Diagnos;c Research
Agency
One
Agency
Two
21

22. DELA – RESEARCH TOPICS
• General percepDon and experience, message and relevance
• Detailed analysis: analysis of the story-­‐line, sepngs,
characters, …
• Analysis of the way the TV CAMPAIGN represents the
desired DELA experience (see objec;ves)
• Analysis of the way in which campaign proposi;ons manage
to connect to underlying needs of the target group:
• To what extent can this create target’s liking of the brand
when they have not yet signed in for a funeral insurance
• To what extent does this call to acDon
(to inform / sign in)
• RecommendaDons with respect to main
guidelines for further development
22

23. DELA – RESEARCH NARRATIVES
Stubborn
Donkey
Super
market
Grandma
Frying Pan
Doing the
dishes
40%
45%
42%
40%
41%
39%
35%
31%
59%
41%
34%
28%
33%
27%
23%
22%
AGGREGATED VALUES
• Stubborn Donkey scores high on 3 of the 4 waves
• Stubborn Donkey is a balanced and warm story that inspires people
and offers trust which is why the brand is in the considera;on set
• Supermarket is a surprising story in a rather banal and familiar context but
is not really able to anchor the message to the fullest
• Grandma Frying Pan is a rather neutral story
• Doing the dishes scores lowest on all waves. This story is not able to
a^ract a^enDon or bring the brand into the consideraDon set
Blue – higher than average
Red – lower than average
GENERAL OUTCOME
23

24. DELA RESEARCH
NARRATIVES - TEXT
DOING THE DISHES
A couple is doing the dishes. He washes plates, she
dries them. They are talking about their daughter
that apparently didn’t have a good report card… and
how they would discipline her. When he passes a
plate to her… the plate hits the floor. His wife is no
longer standing next to him.
This is the off screen narraIon:
“You are never prepared for the passing away of
someone you love. That’s why DELA makes sure that
relaIves are immediately looked aOer and guided. All
pracIcal maPers and the funeral are fully arranged.
So if you’re no longer here tomorrow, your family
won’t be leO on their own.”
This text appears:
DELA’s Funeral Care Plan.
DELA, take care of each other
More on www.DELA.be
STUBBORN DONKEY
We see a man in his forIes standing behind the
pulpit at the front of the church. With a slightly
fragile voice, he says:
“Mom deserves a statue for living with dad… Such a
stubborn person. I had my first skiing trip with
school. It was years later when I learned he had
done extra shiOs to be able to pay for it. The day I
graduated, he came to my dorm with a small car
“Here, you need to move forward in life”, he said.
When we bought our house, he helped us out with
the painIng. And he brought his own paint! On his
birthday, he asked for garden utensils… So he could
come help out his grandchildren with their yards.
The last Ime we went for dinner together, to
celebrate his birthday, he paid the bill without me
noIcing. So stubborn… He wouldn’t even let us pay
for his own funeral. Well dad, the doctor was right.
You should’ve rested more. Now you have to.
Thanks. For everything .
At the end of the spot this message appears:
“Let good memories be the only thing you leave
behind. No unforeseen costs or pracIcal maPers.
With DELA’s Funeral Care Plan. DELA. Take care of
each other. More on www.DELA.be”
24

25. STUBBORN DONKEY
We see a man in his forIes standing behind the pulpit at the front of the church. With a slightly fragile voice, he says:“Mom deserves a
statue for living with dad… Such a stubborn person. I had my first skiing trip with school. It was years later when I learned he had done extra
shiOs to be able to pay for it. The day I graduated, he came to my dorm with a small car “Here, you need to move forward in life”, he said.
When we bought our house, he helped us out with the painIng. And he brought his own paint! On his birthday, he asked for garden
utensils… So he could come help out his grandchildren with their yards. The last Ime we went for dinner together, to celebrate his birthday,
he paid the bill without me noIcing. So stubborn… He wouldn’t even let us pay for his own funeral. Well dad, the doctor was right. You
should’ve rested more. Now you have to. Thanks. For everything.At the end of the spot this message appears: “Let good memories
be the only thing you leave behind. No unforeseen costs or pracIcal maPers.
With DELA’s Funeral Care Plan. DELA. Take care of each other.
More on www.DELA.be”
DELA RESEARCH – NARRATIVE STUBBORN DONKEY
25

27. DELA RESEARCH – NARRATIVE STUBBORN DONKEY:
WAVEFLOW/HIGHLIGHTS
OVERALL STRONG EMOTIONAL
ENGAGEMENT
FINAL MESSAGE IS WELL CAPTURED AND
MAKES PEOPLE REFLECT ON IT
STRONG ATTENTION AND ALERTNESS AS
FROM 3”
27

28. 28
DELA RESEARCH – NARRATIVE
STUBBORN DONKEY
3
ATTENTION
EMOTION
Strong dominance of empathic openness wave with high peaks:
• Sequence 11” tot 33” (“Mom deserves a statue for living with dad”)
• Is the sequence in which the story about the “steenezel” is told
• Evokes deep basic emoDons of warmth and respect
• Strong empathic a^unement
• Sequence 36”-­‐ 44”: (“When we bought our house, he helped us out with
the pain;ng. And he brought his own paint! “)
• Emo;onal comprehension, care and empathy as central emo;ons
• Sequence 51”-­‐53” (“he paid the bill without me no;cing. So stubborn… )
• Waves show idenDficaDon but also a feeling of posiDve surprise
• Sequence 67”-­‐72” (“a voice says: only leave good memories behind…)”
• Indica;on of empathic a^unement with strong acDve resonance
Strong ahen;on as from sec 3-­‐5:
-­‐ “He stands on the podium
and speaks...” -­‐
Indica;on of strong relaxed
alertness
High subconscious
reac;ons wave shows not
only curiosity but also the
fact it inspires people on a
more subconscious level

29. 29
DELA RESEARCH –
NARRATIVE STUBBORN DONKEY
3
RATIO
AFFECTIVE IMPACT
• Sequence (“no extra costs with DELA... More on
WWW….)”
• Indicates people’s recepDveness for the
informaDon next to the fact that they are
willing to think about it or reflect on it
• Dominance of
empathic openess
wave ;ll final end
indicate openess and
recep;veness for the
final message

30. DELA RESEARCH – NARRATIVE STUBBORN
DOING THE DISHES
DOING THE DISHES
A couple is doing the dishes. He washes plates, she dries them. They are talking about their daughter that apparently didn’t have a good
report card… and how they would discipline her. When he passes a plate to her… the plate hits the floor. His wife is no longer standing next
to him.This is the off screen narraIon: “You are never prepared for the passing away of someone you love. That’s why DELA makes sure that
relaIves are immediately looked aOer and guided. All pracIcal maPers and the funeral are fully arranged. So if you’re no longer here
tomorrow, your family won’t be leO on their own.”
This text appears: DELA’s Funeral Care Plan.
DELA, take care of each other
More on www.DELA.be
30

32. DELA RESEARCH – NARRATIVE DOING THE DISHES:
WAVEFLOW/HIGHLIGHTS
Very low level of
empathic engagement
Weak start indica;ng poor
ahen;on and openess to the story
32

33. DELA RESEARCH – NARRATIVE
DOING THE DISHES
3
ATTENTION
EMOTION RATIO
AFFECTIVE IMPACT
Some recogniDon in a
classic, tradiDonal
context
• Twist in the
story is not
picked up
(overall same
wave pa^ern)
No conscious
informaDon uptake
The openness for the
brand is an isolated
sequence,
disconnected from the
rest of the story
Poor a^enDon as from the
beginning
Nothing parDcular that
a^racts people:
• Shows undirected
focus
• ExcepDon: sequence
sec 50”-­‐51” (“DELA
the funeral specialist
…)”: indicaDng some
alertness or interest
in brand name
33

34. DELA RESEARCH – FINAL COMMERCIAL
THAT IS BROADCASTED

35. RESULTS
• Spot has a strong call to acDon
• Increased the number of incoming calls during the broadcasDng
period: increase of 47% in comparison to previous communica;on
waves
• Call center needed more staff during the commercial
broadcas;ng
• Target clients called
• mainly to make appointments
• secondarily to ask for a brochure or with quesDons
about the funeral care plan
• Increased the number of visitors to the website
• Increased the number of qualified leads
• ResulDng ulDmately in a higher overall producDon
Ä The revised spot achieved the objec;ve of “S;mula;ng thought /
preferably even ac;on ( to inform /to sign)”
COMMERCIAL SUCCEEDED IN REACHING
THE OBJECTIVES
35

36. • Hardly any complaints
• As opposed to previous campaigns
• Despite of the fact that it remains a very emo;ve subject
• Reaching the objecDve “It should draw unexpected a^enDon to
the subject by daring to face the facts, but can in no way shock
or offend”
• Brings speaking of death/funerals to the public sphere
• More and more info on funeral insurances on radio/TV/newspapers
• More and more info on what to do in case of the passing of a loved
one and how to prepare for your own passing
• Reaching the objecDve “It should make speaking of death/
funerals part of the public sphere and make them less of a
taboo subject”
• PosiDve effect on the experience of DELA
• Results of brandtracker are posiDve
RESULTS
36

37. 04
INTENSITY OF THE
WAVES BENCHEMARKS
- TAILORED APPROACH

38. ABOUT THE INTENSITY
OF THE WAVES
NEED TO BE INTERPRETED
IN VIEW OF:
• The objec;ve of the s;mulus
• The psychological territory it
is intending to address
Also the combina;on “PLAYING
TOGETHER” of the waves counts
E.g. Overall waves will be lower when addressing the
mo;va;onal territory of “COMFORT US!” and need
to be more intense when addressing the mo;va;onal
territory of ”I AM!”
E.g. a higher blue wave can be posi;ve news – if
supported by a yellow wave and a red wave – in case the
s;muli is intending to address a relaxing mo;va;on
(COMFORT US!) but it is bad news when intending to
address an energe;c mo;va;on (I AM!)
38

39. BENCHMARKING
RecommendaDon:
• Best in market / category benchmark
• Benchmark versus previous communica;on
REMARK
• Benchmarking versus average of previously tested
commercials makes no sense
ONE ALSO DOES NOT BENCHMARK THE
PERFORMANCE OF THE NATIONAL
FOOTBALL TEAM NEXT TO THE CYCLISTS
AND THE RUNNERS
39

40. 40
TAILOR – MADE APPROACH
MARKETING IS BRIDGING
COMMUNICATION IS THE BRIDGE
• Research is conducted on the brand’s core
target market that the communicaDon is
addressing – NOT with Mr. Average
• Deeper lying mo;va;ons (driving force behind
behavior) can only by researched with target
consumers who consume and / or use the
category

41. FEEL FREE TO
CONTACT US!
WILLING TO BE
INVITED AT THIS
WEDDING?
THANK YOU
Madeleine.Janssens@WHY5Research.com
David.Weinberger@WHY5Research.com
41

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