Electroencephalography in Market Research By Lauren Gorey.
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Transcript of Electroencephalography in Market Research By Lauren Gorey.
Electroencephalography in Market
ResearchBy Lauren Gorey
What is Neuromarketing??Electroencephalography (EEG)
Primarily used for to measure brain activity medical purposes, now used in market research
Measurement of brain activity when visually stimulated
Interprets consumer data by recording subconscious response
Only 2% of your brain energy is spent on your conscious activity
How is it measured?Around 40 electrosensors on head, face, and fingersCombined with eye-tracking methodsFocuses on emotions, memory, and attention
One of the first neuromarketing companiesDoes it prompt purchasing intent??VISA Olympics Campaign effectiveness
Three media platformsTested 24 people, 12 men and 12 women25-54 years oldhttp://www.neurofocus.com/pdfs/NeuroFocusVISAOly
mpicStudy_ARF2010.pdf
Visa Olympics Results
Found that Facebook was the most effective.Women paid more attention to all three platformsTelevision was more effective on men than women
Results from “Ski Life to Brand Lift”
Male vs. Female
10 point scale Television Website Facebook
Effectiveness 6.9 5.6 6.1 5.6 7.0 6.1
Attention 5.9 7.0 8.5 9.0 8.0 8.1
Emotion 7.5 6.0 6.4 5.7 8.1 6.4
Memory 6.4 5.4 5.2 5.0 4.5 5.6
Purchase Intent 6.9 5.7 6.0 5.5 6.1 6.4
Novelty 6.3 6.1 6.9 7.5 6.2 6.9
Awareness 6.9 6.6 7.4 7.8 7.8 7.0
[1] Source: http://www.neurofocus.com/pdfs/NeuroFocusVISAOlympicStudy_ARF2010.pdf
Companies who use Neuromarketing
AXE Body Wash•Changed bottle to a more curvy shape•Changed the label to make it stand out more•Sales have increased about 5%
Campbell SoupConducted a two year study with 1500 participantsMuch controversy about altering their iconic logo
Decided to keep three original labelshttp://www.fastcompany.com/1558477/campbells-so
up-neuromarketing-redux-theres-chunks-real-science-recipe
Companies who use Neuromarketing
Companies who use Neuromarketing
Frito-Lay Wanted to target more womenFound shiny bags triggered an area of
the brain which linked the emotion of guilt
Changed their bags from shiny to matte finish
Neuromarketing in the FutureBrainwashing??
Consumers believe researchers are exploiting people by creating addictions/cravings
Regulations?Lack of scientific journals Cost of Neuromarketing has significantly decreasedIncreasing clientele
Googe, Hyundai, Walt Disney, Microsoft, Chevron, Yahoo, PepsiCo
References1. http://www.neurofocus.com/pdfs/NeuroFocusVISAOlym
picStudy_ARF2010.pdf
2. http://www.fastcompany.com/1558477/campbells-soup-neuromarketing-redux-theres-chunks-real-science-recipe
3. http://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html
4. http://www.neurofocus.com/Advertise.htm
5. http://online.wsj.com/article/SB10001424052702303644004577520760230459438.html
6. http://popsop.ru/wp-content/uploads/sunchips_fritolay_pepsico.jpg
7. http://neurogadget.com/wp-content/uploads/2011/03/mynd1.jpg