The Evolution of Neuroscience-Driven Market Research

The Evolution of Market Research

Thom Noble, Managing Director, Europe

The Neuroscience Revolution
Three trends converging …

Accelerating
breakthroughs in
NEUROSCIENCE
Drive to better
Increasing power of understand
COMPUTING consumer
TECHNOLOGY EMOTIONS AND
THINKING

THE
NEUROMARKETING
REVOLUTION

The Evolution of Market Research
why companies seek insights beyond traditional research methods

TRADITIONAL
RESEARCH
NEUROSCIENCE NEW FRAMEWORK
THINK / FEEL

SAY

DO

2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 3

Our Team - The Top Minds in Neuroscience
Berkeley, Harvard, MIT, Columbia , Oxford etc

ERIC R. KANDEL, M. D. DR. ROBERT T. KNIGHT DR. ADAM GAZZALEY DR. ANNA CHRISTINA NOBRE DR. EARL MILLER
NOBEL PRIZE LAUREATE PROFESSOR DIRECTOR , NEUROSCIENCE DIRECTOR OF THE BRAIN AND PROFESSOR
PROFESSOR, COLLEGE OF OF NEUROSCIENCE IMAGING CENTER COGNITION LABORATORY OF NEUROSCIENCE
PHYSICIANS AND SURGEONS UC BERKELEY UC SAN FRANCISCO OXFORD MIT
FOUNDING DIRECTOR OF THE
CENTER FOR NEUROBIOLOGY AND
BEHAVIOR
COLUMBIA UNIVERSITY

DR. LEON DEOUELL DR. HANS-JOCHEN HEINZE  DIRECTOR STEPHEN DR. RAJIV LAL GERALD ZALTMAN PROFESSOR OF
PROFESSOR OF THE LEIBNIZ INSTITUTE OF KOSSLYN PROFESSOR PROFESSOR BUSINESS ADMINISTRATION
OF NEUROSCIENCE NEUROBIOLOGY OF PSYCHOLOGY OF MARKETING EMERITUS HARVARD BUSINESS
HEBREW UNIVERSITY MAGDEBURG, GERMANY HARVARD HARVARD SCHOOL

20101© NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 4

Deep Subconscious Response
to Messaging, Attributes and Emotions
Example
intuitive, stylish, innovative intuitive, stylish, innovative

BASELINE P300 RESPONSE
BRAINWAVE MEASUREMENT EXPOSURE TO THE
STIMULI CONFIRMS MESSAGE EFFECTIVENESS

2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and
5
Proprietary.

5 Research focus areas
All marketing must Brand essence is the
come together at foundation of effective
major touch-points marketing

ON-LiNE &
BRAND
IN-STORE
ESSENCE
EXPERIENCE

PRODUCT
PROMISE
ADVERTISING
AND
MESSAGING
PACKAGING
Products must embody
the brand across all
Messaging must categories
express and reinforce
the brand essence and Packaging encapsulates
product promise and previews the product’s
unique experience


Leader in Technology and IP
INTELLECTUAL PROPERTY
42 patents, 10 trademarks

Protocols & Software : Customized
protocols and proprietary Analysis
Software Tool Suite

TECHNOLOGY
Wireless headset : New wireless, dry,
consumer-friendly headset –
productization

Ambulatory eye-tracking integrated
with shopping and mobile studies
3D Matrix Tool : 3D, realistic,
reconfigurable shopping environments

EMOTIONAL MEMORY
ATTENTION ENGAGEMENT RETENTION

EFFECTIVENESS

7 Core
Neuro Metrics

PERSUASION / NOVELTY / AWARENESS /
PURCHASE INTENT STAND-OUT COMPREHENSION

NeuroLab Value Proposition

ENHANCED ROI

CYCLE -TIME REDUCTION

ITERATIVE and HOLISTIC
ANALYSIS


Understand Attention BEST
BEST
PRACTICES
PRACTICES
The brain grants attention to visual elements roughly in this
hierarchy: 1 Motion, 2 Novelty, 3 Error, 4 Ambiguity

3 ERROR

1 MOTION

2 NOVELTY 4 AMBIGUITY


Leverage Emotion
Emotion is a critical driver of purchase intent. Emotional BEST
PRACTICES
engagement is best achieved in large and multimedia formats.
The brain likes to have multiple sensory inputs to process the
highly complex and nuanced realm of emotions.

2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

BEST
No more than four visual clusters PRACTICES

more than three or four visual clusters will make it harder for the
brain to process the message.

2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

13

BEST
The Brain Loves Faces PRACTICES

When designing messages, use human faces when possible. the brain is hard-wired to look at human faces.

14

Place Images on the left, BEST
PRACTICES

Text on the right
Images placed in the left visual field receive primary attention and quick decoding from the visually-oriented
right hemisphere. The left hemisphere is better at processing verbal and semantic information, so placing text in
the right visual field will be discovered and decoded quickly by the brain.


Women engage faster with faces BEST
PRACTICES

and respond to direct eye contact

 Tested poorly


Cortical Brain in Women

The female brain is 9% smaller
and sits in a smaller
cranium.

But it has the same number of
brain cells, only packed
more tightly

Result: women have same
“computational power”
leading to same I.Q. as
men.


Component Effectiveness SAMPLE
men vs. women

overall
neurological
effectiveness

6.8
All scores are on a 10 point
scale, with +/- 0.2 being
significant


Effectiveness Peaks: Sec by sec SAMPLE

all scores on a 10 point scale +/- 0.2 is a significant difference


What drives effectiveness? 2
SAMPLE
component peaks
ATTENTION
KPI attention
score

6.1
EMOTIONAL
ENGAGEMENT
KPI Emotional
Engagement
score

8.1

MEMORY
RETENTION KPI Memory
Retention
score

5.7
all scores on a 10 point
scale +/- 0.2 is a
significant difference


Deep Subconscious Response SAMPLE
Attributes
#1 #2 #3

LEVEL - 5
EXCEPTIONAL

LEVEL - 4 Distinctive

LEVEL - 3 Cute Cute

Distinctive
LEVEL - 2 Classy Distinctive
GOOD

LEVEL - 1 Cute Classy

NO RESPONSE Classy


Wear-Out v Wear-In Profile SAMPLE

Measures NeuroMetrics during repeated
exposures to the ad

Optimizes Gross Ratings Points (GRP) buys
to determine frequency and reach

Reach v Frequency?


Neurological Compression SAMPLE

AD ORIGINAL ~30 sec

COMPRESSED AD~10 sec

Our algorithms automatically extracted compressed versions of the ad
based on neurological optimality.


Optimal Scene Selection SAMPLE
by Media Channel and Format

48 SHEET POSTER MAGAZINE PRINT AD WED BANNER AD

Algorithms automatically extracted most effective versions of the ad based
on neurological optimality.


Neurological Iconic Signature (NIS)
Embedding

Neurological Iconic Signatures (NIS)
are the unique moments in the
product experience process that
generate the highest levels of brain
engagement.

Identifies NIS markers through Total
Consumer Experience (TCE) testing.

Guides NPD and Comms creation to
leverage these neurological high
points


Parietal (Taste/Touch/Smell)
Brain Stimulation

Measures the brain areas responsible
for taste, touch, and smell, second-
by-second as the ad is viewed.

Superior ads result in the direct
stimulation of the parietal area of the
brain, where the product is enjoyed.

Particularly important for food and
beverage advertisers and those with
sensory or experiential aspects to
their brands or services


Mirror Neuron System (MNS)
Activation

The Mirror Neuron System (MNS) is
activated when we see someone
performing an act that’s emotionally
relevant to us. If the ad shows a person
throwing a ball, for instance, the areas of
the observer’s brain involved in throwing a
ball will activate.

Monitors the extent to which an ad
stimulates the observer’s brain to reach
out and handle/consume the product
immediately.


10 Benefits of NeuroFocus Testing
1.Accurately evaluates what consumers THINK/ FEEL (as opposed to what they SAY)
2.Takes out guesswork from traditional research
3.Provides quantified data, at deeper- than- Qual levels
4.Measures moment by moment interaction with all forms of stimulus
5.Identifies cause and effect triggers of response patterns
6.Yields fresh, deeper, highly actionable insights
7.Applies very latest principles and hypotheses of Cognitive NeuroScience and
NeuroPsychology
8.Delivers rich diagnostics for optimization
9.Reaches the parts other techniques struggle to reach eg emotions and feelings,
creative, intangible, experiential and sensory work
10.Delivers a quantum leap in understanding consumer thinking and perception

Complementary Tool
THINK / FEEL >>> SAY >>> DO

•2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. •30

THANK YOU!!

Thom Noble
Managing Director, NeuroFocus Europe
London
+44 (7768) 861 374
thom.noble@neurofocus.com

The Evolution of Neuroscience-Driven Market Research

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