Event Meten is weten 2.0 - Presentatie Martin de Munnik
-
Upload
puurpxl -
Category
Data & Analytics
-
view
58 -
download
0
Transcript of Event Meten is weten 2.0 - Presentatie Martin de Munnik
![Page 1: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/1.jpg)
PREDICTING CONSUMER BEHAVIOR
Mar5n de Munnik Founding Partner / CCO
AMSTERDAM -‐ BERKELEY -‐ BUENOS AIRES -‐ SAO PAULO -‐ STUTTGART
![Page 2: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/2.jpg)
1.5 KG25%100
BILLION
500 MILLION
DECISIONSDAILY
![Page 3: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/3.jpg)
OUR SUBCONSCIOUS CONTROLS ALL OUR DECISIONS IN AN AUTOMATIC
AND EMOTIONAL PROCESS
GROWING SCIENTIFIC EVIDENCE
![Page 4: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/4.jpg)
STUDY THE ACTIVE BRAIN
![Page 5: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/5.jpg)
THE CONSUMER BRAIN
NUCLEUS ACCUMBENS Reward system
MEDIAL PREFRONTAL CORTEX Processing emo5ons
MIRROR NEURON SYSTEM Empathy
![Page 6: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/6.jpg)
CTHE BUYING PROCESS
Pain
Gain
Knutson et al, 2007
![Page 7: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/7.jpg)
Galesse et al, 2001
EMPATHY - TRUST - COPY
THE MIRROR NEURON SYSTEM
![Page 8: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/8.jpg)
€ 90,- € 135,- € 280,- € 45,-€ 110,-
THE MEDIAL PREFRONTAL CORTEX
![Page 9: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/9.jpg)
Plasmann et al, 2009
STRONG BRANDSCONTROLLING
EVOKED SETMANIPULATE
POWER BRANDSREWARD
![Page 10: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/10.jpg)
a truly Neurobased campaign
![Page 11: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/11.jpg)
PREDICT BUYING BEHAVIOR
![Page 12: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/12.jpg)
EMOTIONS RELATED TO SALES
DANGER DISGUST
FEAR ANGER
DESIRE LUST
EXPECTATION TRUST
VALUE INVOLVEMENT FAMILIARITY
ATTENTION NOVELTYPREDICT INTENTION
![Page 13: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/13.jpg)
THE BRAIN PATTERN OF EFFECTIVENESS
EFFECTIVE
NOT EFFECTIVE
200 ADVERTISEMENTS
![Page 14: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/14.jpg)
VALUE CREATIVITY
![Page 15: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/15.jpg)
PREDICTING SALES
![Page 16: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/16.jpg)
0,0#
2,0#
4,0#
6,0#
8,0#
10,0#
12,0#
14,0#
16,0#
18,0#
Sexy# Slim# Sterk#
Sexy#
Slim#
Sterk#
TRADITIONAL RESEARCH
![Page 17: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/17.jpg)
NEUROMARKETING STUDY
![Page 18: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/18.jpg)
ACTUAL SALES
+10%
![Page 19: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/19.jpg)
![Page 20: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/20.jpg)
PREDICTING AN EFFIE
![Page 21: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/21.jpg)
PACKAGING DESIGN
![Page 22: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/22.jpg)
NEURENSICS & HEINEKEN (2011)
NIEUW OUD
REVOLUTION VERSUS EVOLUTION
![Page 23: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/23.jpg)
NIEUW OUD
EVOLUTION VERSUS REVOLUTION
![Page 24: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/24.jpg)
UNIQUE INSIGHTS
AFTER 1.000 NEUROMARKETING SCANS
![Page 25: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/25.jpg)
WE SELL CONSIDERATIONS
GainPain
Obtain
![Page 26: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/26.jpg)
ACTIVATE REWARD CENTRE CREATE NEURAL HARDWIRE
ACTIVATE MIRROR SYSTEM
BUILDING BETTER BRANDS
![Page 27: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/27.jpg)
REFERENCE GROUPS
"We are here for crea+ve people."
Peer groups are organically formed, constantly changing, emo+onal mobs.
![Page 28: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/28.jpg)
NEVER GIVE DISCOUNT
![Page 29: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/29.jpg)
ALWAYS SHOW PEOPLE
![Page 30: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/30.jpg)
20% LESS FINES
![Page 31: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/31.jpg)
ING-IM 5
ING-IM 3
ALWAYS USE MUSIC
![Page 32: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/32.jpg)
MAKE IT PERSONAL
![Page 33: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/33.jpg)
ONLINE AND NEUROMARKETING
![Page 34: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/34.jpg)
![Page 35: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/35.jpg)
![Page 36: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/36.jpg)
![Page 37: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/37.jpg)
MEER WETEN?
24,95
![Page 38: Event Meten is weten 2.0 - Presentatie Martin de Munnik](https://reader036.fdocuments.net/reader036/viewer/2022062419/55aabdeb1a28ab4a138b47f0/html5/thumbnails/38.jpg)
STIMULUS
Copyrights: 2013 Neurensics
THANK YOU FOR YOUR TIME AND ATTENTION