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Michael Smith | @planetmes
Director of Industry Relations
Nielsen
Regenerating Two-way
Understanding: Applied
Neuroscience...
Michael E. Smith, PhD MBA
June 5th, Sustainable Brands 2014
REGENERATING TWO-WAY
UNDERSTANDING:
APPLIED NEUROSCIENCE FOR N...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
4
A MIXED MESSAGE FROM THE CONSUMER’S VOICE
(1) Source: http:/...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
5
TRADITIONAL CONSUMER INSIGHTS MODEL
Market Data
POS
Panel
Co...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
6
WE KNOW MUCH THOUGHT IS AUTOMATIC,
INTUITIVE, AND EMOTIONAL
...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
7
reason emotionreason & emotion
work together
AN EMERGING CON...
RE-IMAGINING CONSUMER
INSIGHTS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
9
NEXTGEN APPROACH TO CONSUMER INSIGHTS
feel
say
do
Consumer
N...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
10
ELECTROENCEPHALOGRAPHY (EEG)
Sub-second brainwave sampling ...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
11
BRAIN REGISTERS
MARKETING
STIMULI
BRAIN REACTS
CONSCIOUS PR...
RE-IMAGINING BRANDS AS NEURAL
NETWORKS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
13
TOP RANKED “GREEN” AUTO BRANDS
From Interbrand’s 2013 TOP 5...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
14
AUTO BRAND ASSOCIATIVE BRAIN RESPONSE
BASELINE PRE-EXPOSURE...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
15
AN UNFILTERED ASSOCIATION WITH SUSTAINABILITY?
ASSOCIATIVE ...
REGENERATING CONSUMER
CONNECTIONS:
NEURO-OPTIMIZING COMMUNICATIONS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
17
OPTIMIZING SOCIAL IMPACT MESSAGING
Collaborating to better ...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
18
DATA DASHBOARD FOR AD DIAGNOSTICS
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
19
RESULT: “SMALL” THINGS MATTER. A LOT.
Alternate phrasings i...
NEURO-HACKING SUSTAINABILITY
COMMUNICATIONS:
SIMPLE BEST PRACTICES FOR RE-
DESIGNING ADS WITH BRAINS IN MIND
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
21
FACT: THERE IS A PROBLEM WITH THIS APPROACH
21
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
22
PEOPLE TEND TO AVOID PERSONAL RESPONSIBILITY
ASSUMPTION OF ...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
23
NEURO BEST PRACTICE FOR MARKETERS:
ASSIGN PERSONAL RESPONSI...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
24
ICONIC (YET TIMELY) USAGE CASE
24
Source: http://www.adcoun...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
25
FACT: BRAINS PREFER IMAGES LEFT OF CENTER
Ads are rated mor...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
26
NEURO BEST PRACTICE FOR MARKETERS:
26
Image Left Text Right...
Michael Smith, PhD, MBA
Director, Industry Relations
Nielsen Neuro
michael.e.smith@nielsen.com
(858) 336-9854
REIMAGINE
REDESIGN
REGENERATE
#SB14sd
Regenerating Two-way Understanding: Applied Neuroscience to the Rescue
Regenerating Two-way Understanding: Applied Neuroscience to the Rescue
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Regenerating Two-way Understanding: Applied Neuroscience to the Rescue

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Featuring:
Michael Smith, Director of Industry Relations, Nielsen

Watch the recording of this presentation in the SB Library:
http://www.sustainablebrands.com/digital_learning/event_video/stakeholder_trends_insights/regenerating_two-way_understanding_applied_

Publié dans : Business, Technologie
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Regenerating Two-way Understanding: Applied Neuroscience to the Rescue

  1. 1. Michael Smith | @planetmes Director of Industry Relations Nielsen Regenerating Two-way Understanding: Applied Neuroscience to the Rescue #SB14sd
  2. 2. Michael E. Smith, PhD MBA June 5th, Sustainable Brands 2014 REGENERATING TWO-WAY UNDERSTANDING: APPLIED NEUROSCIENCE FOR NEXT- GENERATION CONSUMER INSIGHTS
  3. 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 A MIXED MESSAGE FROM THE CONSUMER’S VOICE (1) Source: http://www.harrisinteractive.com/vault/Harris%20Poll%2041%20-Green_4.18.12.pdf (2) Source: Nielsen Global Survey of Corporate Citizenship, 2011 (3) Nielsen Global Survey on Corporate Social Responsibility, 2013 “New poll reveals continued decrease in “Green” attitudes and behaviors” (1) “66% of global consumers say they prefer to buy from companies that give back to society “ (2) “More consumers are willing to spend extra on products from socially responsible companies “ (3)
  4. 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 TRADITIONAL CONSUMER INSIGHTS MODEL Market Data POS Panel Consumer Data Focus Groups Questionnaires A Complete View of the Consumer+ = ASSUMPTION: Consumers are able to fully comprehend, access, and report on their internal attitudes and the factors driving their behavior What if they can’t?
  5. 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 WE KNOW MUCH THOUGHT IS AUTOMATIC, INTUITIVE, AND EMOTIONAL (1) As described by Daniel Kahneman, in the book “Thinking Fast and Slow”. RATIONAL THINKING (System 2) • Slow • Effortful • Rule-governed • Non-emotional INTUITIVE THINKING (System 1) • Fast • Effortless • Associative • Emotionally-charged Used for watching ads and making most day to day purchase decisions Used for tasks like filling out questionnaires
  6. 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 reason emotionreason & emotion work together AN EMERGING CONSENSUS Both Systems Interact to Drive Perception, Decision-Making, and Behavior
  7. 7. RE-IMAGINING CONSUMER INSIGHTS
  8. 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 9 NEXTGEN APPROACH TO CONSUMER INSIGHTS feel say do Consumer Neuroscience Research Traditional Consumer Research The mind of the consumer The voice of the consumer
  9. 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 ELECTROENCEPHALOGRAPHY (EEG) Sub-second brainwave sampling can measure consumer response “in-the-moment” EYE-TRACKING Pinpoints hot zones CONSUMER NEUROSCIENCE AT NIELSEN
  10. 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 11 BRAIN REGISTERS MARKETING STIMULI BRAIN REACTS CONSCIOUS PROCESSINGPRECONSCIOUS PROCESSING 1 3 Marketing stimuli presented at “0” seconds 2 EEG CAPTURES BRAIN CHANGES IN THE MSEC REALM MILLISECONDS MATTER EEG Measures Consumer Responses “In-The-Moment” SLOW, DOWNSTREAM PHYSIOLOGICAL RESPONSES , AND FILTERED VERBAL RESPONSES
  11. 11. RE-IMAGINING BRANDS AS NEURAL NETWORKS
  12. 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 13 TOP RANKED “GREEN” AUTO BRANDS From Interbrand’s 2013 TOP 50 “Best Global Green Brands” RANK TOYOTA #1 FORD #2 HONDA #3 NISSAN #5 VOLKSWAGEN #7 BMW #13 MERCEDES #17 HYUNDAI #34 KIA #37 Source:http://www.interbrand.com/en/best-global-brands/Best-Global-Green-Brands/2013/Best-Global-Green-Brands-2013.aspx Does the brain associate these brands with sustainability?
  13. 13. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 AUTO BRAND ASSOCIATIVE BRAIN RESPONSE BASELINE PRE-EXPOSURE BRAIN MEASUREMENT TO BRAND POST EXPOSURE RESPONSE CHANGE IDENTIFIES DEGREE OF ASSOCIATION EXPOSURE TO THE ASSOCIATIVE “PRIME” Toyota 2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. Toyota
  14. 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 AN UNFILTERED ASSOCIATION WITH SUSTAINABILITY? ASSOCIATIVE STRENGTH OF “GREEN” AUTOMOTIVE BRANDS WITH SUSTAINABILITY Strong Moderate Weak
  15. 15. REGENERATING CONSUMER CONNECTIONS: NEURO-OPTIMIZING COMMUNICATIONS
  16. 16. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 17 OPTIMIZING SOCIAL IMPACT MESSAGING Collaborating to better understand the creative “DNA” of effective PSAs Fact: As much as 40% of food in the US is wasted. Enough, if redirected, to feed millions of hungry families (1). (1) Source: http://www.nrdc.org/food/files/wasted-food-IP.pdf Problem: How best communicate the emotional benefits of contributing to and volunteering at Food Banks?
  17. 17. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 18 DATA DASHBOARD FOR AD DIAGNOSTICS
  18. 18. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 19 RESULT: “SMALL” THINGS MATTER. A LOT. Alternate phrasings in voiceover had a significant impact: 0 2 4 6 8 10 15 16 17 18 19 20 EMOTION Option 1:“They’ve earned their wings, and you can too” Option 2: “They’re like food angels, and you can be one too” Scene level emotional triggers: Emotional Engagement Final execution engages more than national consumer brands ads. Normative Distribution
  19. 19. NEURO-HACKING SUSTAINABILITY COMMUNICATIONS: SIMPLE BEST PRACTICES FOR RE- DESIGNING ADS WITH BRAINS IN MIND
  20. 20. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 21 FACT: THERE IS A PROBLEM WITH THIS APPROACH 21
  21. 21. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 22 PEOPLE TEND TO AVOID PERSONAL RESPONSIBILITY ASSUMPTION OF PERSONAL RESPONSIBILITY DECLINES WITH GROUP SIZE Darley & Latané (1968). Bystander intervention in emergencies: diffusion of responsibility. Journal of Personality and Social Psychology, 8, 377-383 Bickman, L. (1975). Social influence and diffusion of responsibility in an emergency. Journal of Experimental Social Psychology, 8, 438-445.
  22. 22. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 23 NEURO BEST PRACTICE FOR MARKETERS: ASSIGN PERSONAL RESPONSIBILITY FOR TAKING ACTION! 23 INCREASE IN ENGAGEMENT WHEN ASSIGNING PERSONAL RESPONSIBILITY RELATIVE TO REST OF AD COPY: >30%  REST OF AD COPY PERSONALIZATION When voiceover intones: “…your family, friends and neighbors are counting on you” Impact of assigning personal responsibility in a :30 sec social messaging television PSA with a call to action .
  23. 23. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 24 ICONIC (YET TIMELY) USAGE CASE 24 Source: http://www.adcouncil.org/ But is the ad layout optimal? Recent San Diego “Firenado”
  24. 24. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 25 FACT: BRAINS PREFER IMAGES LEFT OF CENTER Ads are rated more appealing when images are left of center, and text right (1). Packages are more memorable when images are left of center, and text right (2). 1) Ellis & Miller. (1981) . Left and wrong in adverts: Neuropsychological correlates of aesthetic preference. British Journal of Psychology. 72(2): 225-229. 2) Rettie & Brewer, (2000). The verbal and visual components of package design, Journal of Product & Brand Management. 9(1): 56-70. LH better at text analysis RH better at image analysis >15% increase in neural engagement with image left/text right layout.
  25. 25. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 26 NEURO BEST PRACTICE FOR MARKETERS: 26 Image Left Text Right Source: Bird Rock Elementary School, La Jolla CA, “Green Team 2014” Reused Bottle Cap Art Project  What if conventional research distracts us from what naturally engages the brain?
  26. 26. Michael Smith, PhD, MBA Director, Industry Relations Nielsen Neuro michael.e.smith@nielsen.com (858) 336-9854
  27. 27. REIMAGINE REDESIGN REGENERATE #SB14sd

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