Insights with Brain-Scans EEG and i ts appl icat ions

J a k e S t a u c h , C E O N e u r o S p i r e

j a k e . s t a u c h @ n e u r o s p i r e . c o m

w w w . n e u r o s p i r e . c o m

what is neuromarketing?

Neuromarketing is the application of brain activity measures towards marketing and media research.

why do we use it?

what is EEG?

Electroencephalography (EEG) is the recording of electrical activity produced by rhythmic firing of neurons in the brain.

Gamma

Beta

Alpha

Theta

prefrontal asymmetry

approach

withdrawal

how it’s done

case studies

sports car

1st Person 3rd Person

Drivers have a significantly more positive emotional

response to experiencing the cars from a 1st person (or

driver’s) perspective than simply witnessing the cars drive

past (3rd person).

Emotional Engagement

beer

Brand tested 30-second television commercial to see how

to best edit down to 15 seconds. Found that ad peaked

at exactly 15 seconds, and trailed off afterwards.

sports car II

Current owners react negatively to

environmentally-friendly messaging, while target

market reacts positively.

“…significantly reduced CO2 emissions…”

beer II

Company faced declining sales among younger

demographics. They tested 5 new label concepts and

found a design that was appealing to both over-40 and

under-40 drinkers.

Under 40

Over 40

Thank you.

J a k e S t a u c h , C E O N e u r o S p i r e

j a k e . s t a u c h @ n e u r o s p i r e . c o m

w w w . n e u r o s p i r e . c o m