Impact of Mobile on Emotion & Decision Making - Plastic Mobile & True Impact Marketing
45
JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW .NET The original, premier event for the Mobile Marketing Research Industry
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Transcript of Impact of Mobile on Emotion & Decision Making - Plastic Mobile & True Impact Marketing
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR
I m p a c t o f M o b i l e o n
E M O T I O N & D E C I S I O N M A K I N G
J U LY 18 , 2 0 1 3
S a l o m e S a l l e h y@salomesallehy
Diana Lucaci
I N T R O D U C T I O N
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We Wanted to Understand What People Really Feel About Mobile Apps
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So We Went Straight to The Source...
The Brain
N E U R O M A R K E T I N GA B A C K G R O U N D E R
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95% of Behavior is Driven By Emotion
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Emotional Vs. Logical Brain
Feel Say Do
Feel Say Do
Feel Say Do
BUT ACT ON HOW YOU FEEL
YOU SAY WHAT YOU THINK
Neuromarketing
Neuroscience: fMRI, EEG
Biometrics: Facial coding, Eye tracking, GSR
EEG & Eye Tracking Marrying Eye Tracking + EEG uncovers never seen before insights
Functional MRI80% accuracy in predicting behavior.
WHAT’S BENEATH THE SURFACE
HOW CAN WE PREDICT BEHAVIOR?
HOW CAN WE OPTIMIZE CONTENT?
M O B I L E A N D N E U R O M A R K E T I N G
How We Met
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What Does Neuromarketing
Mean to Mobile?
What We Did
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P I Z Z A P I Z Z A
Three Findings For New Perspective
Every Inch MattersFINDINGS & RECOMMENDATIONS
Findings: Images & prices are areas of focus
Recommendations: Prioritize your content
P I Z Z A P I Z Z A
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Apps Influence Brand Perception
FINDINGS & RECOMMENDATIONS
Before
Apps Enhance
BrandAffinity
After
Findings: For better or worse, apps
can change brand perception
Recommendations: Do it, but do it right
P I Z Z A P I Z Z A
Engage ThemWhen It CountsFINDINGS & RECOMMENDATIONS
P I Z Z A P I Z Z ASOMETIMES THE MOUTH & THE BRAIN DISAGREE
-1.0
-0.8
-0.6
-0.4
-0.2
0.2
0.4
0.0
0.6
OPEN APP FIND ITEM SELECT ITEM CHECKOUT ENTER INFO
Findings: The right usability design can even
make them love checkout
Recommendations: Reduce hurdles at checkout
P I Z Z A P I Z Z A
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W R A P P I N G I T U P
Your Customers are More Than Data
Small Screens Need Prioritization
of Content
Get it Right With Good Insights
Enhance Any Experience With The
Right Design
Neuromarketing Insights
Can Guide Usability
L U N C H T I M E ?
D I A N A L U C A C I@ d i a n a l u c a c i
d i a n a . l u c a c i @ t r u e i m p a c t . c o m
S A L O M E S A L L E H Y@ s a l o m e s a l l e h ys a l o m e @ p l a s t i c m o b i l e . c o m
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
