David penn main stage - 2011

Main Stage, November 3, 2011

Neuromania, and why we need to re-humanise research David Penn,Conquest

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)

Neuromania, and why

we need to re-humanise research David Penn, Managing Director, Conquest


Neuroscience

Neuromarke.ng

Neuromania


Let’s get our terminology right

The study of how our

thoughts and feelings are implemented in the brain

The use of neuroscientific technologies to measure response to marketing

stimuli

Cogni*ve Neuroscience

Neuromarke*ng


Neuromarketing techniques

Measures increased

oxygen levels in blood flows within brain

Captures minute

electrical signals

produced by brain

fMRI EEG


Why isn’t fMRI used more widely?

AND poor temporal resolution – Can take 5 secs for added blood supply to reach activated/ affected part of the brain

BUT. . . Hugely expensive (non-portable) equipment.. Claustrophobic and stressful respondent experience

It’s the only neuromarketing technique with sufficiently high spatial resolution to locate activity in specific brain regions


What about EEG?

Captures minute electrical signals produced by the brain using less invasive and more portable equipment than fMRI

EEG relies on a model that the left Prefrontal Cortex (PFC) is involved in approach behaviour whereas right PFC is involved in withdrawal from aversive stimuli

Electroencephalography

In reality, EEG measures only a small part of the complex brain circuitry that controls our emotions


So what about Neuromania?

The belief that we can explain all our behaviour by reference to the brain

N.B Not all neuromarketers are neuromaniacs!


I compare advertisers to Christopher Columbus gripping a simple map of the earth he believed to be flat.

Thanks to (neuromarketing) we’re now able to see an almost Aristotelian shift in thinking; companies are

beginning to realise that the world, in fact, is round. Martin Lindstrom


The 7 Fallacies of

Neuromania


The Evolution Fallacy We don’t differ fundamentally from higher primates (apart from having a bigger brain), and the differences are less important than the similarities.


The We Are Our Brain Fallacy If we can’t see something in the brain it doesn’t exist


The Sameness Fallacy “Bottom line, there was no discernible difference between the way subjects’ brains reacted to powerful brands and the way they reacted to religious icons and figures… Clearly our emotional engagement with powerful brands shares strong parallels with our feelings about religion.” Martin Lindstrom, Buy.Ology


The Freedom Fallacy That because brain activity may sometimes be observed before we’re aware of making a decision, our free will is an illusion – our brains are in control


That our unconscious/emotions compel us to act (irrationally) instead of working with our rational faculties to facilitate better decision making

The Automatic Pilot Fallacy


The Reductionist Fallacy: We can locate reason and emotion in specific parts of the brain

Orbital PFC

Pre-Frontal cortex

Hippocampus

CONSCIOUS REASONING

Amygdala

Limbic System

EMOTION

Dorsolateral PFC

Emotions and reasoning sit side by side


The All in the Head Fallacy That thought, feeling and cognition are ‘all in the brain’ and not outside it


A Trillion Cognitive Handshakes?!! “Our consciousness …cannot be found solely in the stand alone brain; or even just in a brain in a body….It participates in, and is part of, a community of minds built up by conscious human beings over hundreds of thousands of years. This cognitive community is an expression of the collectivisation of our experiences through a trillion acts of joint and shared attention” Raymond Tallis


We communicated long before we had language

Episodic memory

Mimesis (sign/mime)

Non-verbal representation

Metaphor

Symbols/Language


We express emotion in metaphorical images…

You know that it would be untrue You know that I would be a liar

If I was to say to you Girl, we couldn't get much higher

Come on baby, light my fire Try to set the night on fire

Jim Morrison / The Doors

Now give me fever When we’re kissing

Fever with that flame in you Fever

I'm a fire Fever yeah I burn for you

Peggy Lee


Metaphorix® uses metaphors that allow people to express their feelings intuitively

I have a very warm relaDonship with her

I feel close to him

I jumped for joy

The more we think and consider, the further we get from our emo.ons

Metaphor

AffecDon

InDmacy

Excitement

Emo.on


Metaphorix® enables respondents to express themselves across cultures

Brand Proximity 40

1412

109

4222

6

0

5

10

15

20

25

30

35

40

10987654321

Metaphorix

1110

181615

12

64

26

0

5

10

15

20

25

30

35

40

10987654321

Verbal scale

%

Brand Warmth

21

1215

1210

14

532

5

0

5

10

15

20

25

30

10987654321

Metaphorix

13

1719

14

1013

532

4

0

5

10

15

20

25

30

10987654321

Verbal scale

%

Distant Close

Cold Warm

Distant Close

Cold Warm

%

%


“In neuromarketing there is no E = MC squared equation" Richard

Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive US Company Neuromarketing helps us to understand the neural correlates of brands and advertising But brands are as much cultural constructs as neuronal ones; they exist in the community of minds created by the interaction of our brains with the environment in which they live. Looking at the brain alone will never give us the complete answer. Looking for our shared humanity might.

Final Thoughts


Thank you

David Penn

Conquest


Q & A

David Penn Conquest

Sue York NewMR


Contact

David Penn Managing Director *: (:

[email protected] +44 208 834 0900

www.conquestuk.com www.metaphorixuk.com

Main Stage, November 3, 2011

Neuromania, and why we need to re-humanise research David Penn,Conquest

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

David penn main stage - 2011

Marketing

Transcript of David penn main stage - 2011