Emotionomics: how to collect emotional intelligence to improve your performance
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Transcript of Emotionomics: how to collect emotional intelligence to improve your performance
The Power of
Brand Advocates Emotionomics
How to collect emotional intelligenceto improve your performance
Emotionomics how to collect emotional intelligence to
improve your performance?
Prof. Arnaud Pêtre – Université C. de LilleManaging Director - Brain Impact
- Why your advertising campaign was not as
effective as you hoped?
-Why 70% of new products launched failed to reach the
market?
Have you ever wondered…
“Every good marketer knows that …half the money spend on advertising is
wasted, he just doesn’t know which half”- John Wanamaker
We show prospects information based on : what WE think they think…
Or in the most optimal situation based on :what THEY say they think…
But most of the time prospect DON’T DO what they THINK or what we think they think !…
D Kahneman Nobel Price in economy 2002
Predictable irrationnality
85%of process leading to propsects’ decisionsis non-CONSCIOUS
There’s more to see
To unveil this new field
Understand how decisions are taken
Find out and optimize your com, Brand positioning, website, advertisments,emailing, …
You might be surprised…
Is this efficient ?
Or this ?
THE EFFICIENCY SECRET
1° DECISION NEEDS EMOTION (limbic brain) !
2° VISUAL ACTiVATiON SHOULD BE BALANCED - WHAT WAY (ventral stream) - WHERE WAY(dorsal stream)
3° RATIONNAL THINKING (&memory
recall) KILLS DECISION
FMRI to explore EMOTION
Let’s see if emotionomics!
i Unconscious Behavioral Response
BAD!
What can we do for YOU?
Training and coaching
Web Usability
TV / video/ Print copy testing
Branding Empowerment
MAXIMIZE !
RE- POSITIONING&
DEEP BRAND UNDERSTANDINGBranding Empowerment
Hugs
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beauty
flirtseduction
Health
thinness
diet
holydays
feminity
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volcanIce cube
rose
glacier
sourcewater
transparency
environnement
nature
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Neural Mapping – Strengh of linked concepts
+
A famous brand of waterConsciousness
0%
100%
Neural Mapping - Dimension 1
sourcewater
transparency
environnement
nature
life
+Core business
*illustration, for the whole results please contact us
snowmountain
volcanIce
glacier +
Neural Mapping - Dimension 2
MountainCore business
*illustration, for the whole results please contact us
+Core Business
Moutain
Hugs
smoothness
babymaternity
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Neural Mapping - Dimension 3
Loving mum
Loving mum
MountainCore business
Core business
*illustration, for the whole results please contact us
+Core Business
Moutain’
beauty
flirtseduction
Health
thinnessdiet
holydays
feminity
+
Neural Mapping - Dimension 4
Mountain
Loving mum
Seduction Seduction…
flirtseduction
Healththinness
holydays
feminity
+
Glamour
Neural Mapping - New territory
Brain Impact in the Media
our 3 tesla IRMf
Prof. Arnaud PETRE
Managing Director Brain Impactwww.brainimpact.eu
Tel: +32 (0)496/ 78 15 41
Arnaudpetre
Thanks…
Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be