Neuromarketing Science Part 1 of 4
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Transcript of Neuromarketing Science Part 1 of 4
NeuroMarketingApplying Science to Marketing
Psychology, Persuasion & Science:
NeuroMarketing-
Psychology
Persuasion
Compiled by author from source: neurosciencemarketing.com
Applying These Techniques in
Order to Obtain Benefits
(Conversions, Clicks, Shares, Sales, Emails, Subscribers)
NeuroMarketing: How Does it Work?
Appeals to the old brain—the part we listen to when it’s
time to decide—keep its attention with stories and
appeals to the senses
Based on human thinking, which relies on a host of brain processes of which we’re mostly unaware
Scientists use eye tracking experiments, studies of facial expression and biometrics
Add smartly designed tests and you’ve got a unique peek into the mind of the modern consumer
Compiled by author from sources: blinkist.com Image Source: Google Images
NeuroMarketing: Major Areas of Use-
Branding
Product Design and Innovation
Advertising Effectivenes
s
Consumer Decision Making
Online Experiences
Entertainment
Effectiveness
Provides techniques for measuring brand associations
Measures consumer responses to product ideas and package designs
Explains how advertising impacts the nonconscious mind
Brain science shows the many ways we can be subtly influenced
Shows what happens when entertainment transports us into an imaginary world
Compiled by author from sources: dummies.com
Techniques: Biometrics-
Observational Analytics
Facial Coding
Heart Rate Monitoring
Biometric research helps note responses toward a product or service without actually intruding
Targets the subconscious part of the mind
Some of the tools used in biometric market research are:
Compiled by author from sources: sisinternational.com Image Source: Google Images
Biometrics: Facts-
Accurate in measuring physical responses to stimuli even when people are not conscious of the responses
Applications augment traditional marketing research methods
Memory Attention
Stress Sensory Response
Biometrics Measure Responses:
Compiled by author from source: sdama.org Image Source: Google Images
Biometrics: Marketing Effectiveness-
Enriches Marketers Grasp of Emotional
Reactions Consumers
Experience When They See an Ad
Identify which emotional reaction is
triggered by each ad element
Identify a causal link between a
marketing communication
and emotion
Advices marketers on how to design the visual composition of their print ads, packages, brochures and digital media
Create user-friendly web pages or other interactive communication forms
Learn how to connect with consumers, not only verbally reported feelings, but unconscious emotions
Compiled by author from source: jiad-org.adprotession.com
Techniques: Eye Tracking-
Eye tracking is a sensor
technology that enables a device to know exactly where your eyes
are focused
It determines your presence,
attention, focus, drowsiness,
consciousness or other mental
states
Can identify movements in facial musculature uncovering emotional reactions in subjects
Knowing what people see, helps advertisers optimize the placement & design of ads
Can identify the exact emotion felt as well as the time frame including start/peak/end, and duration of an emotional reaction
Compiled by author from sources: tobii.com, marketingresearch.org Image Source: Google Images
Eye Tracking: Marketing Effectiveness-
Because What you do NOT
Notice, you do NOT buy…
Will the New Package Design
Attract and Hold
Attention on the Shelf?
Eye tracking is one of the best methods to optimize communications: i.e. Ads, TV, commercials, packaging, websites
9 out of 10 leading advertisers are using eye tracking to optimize communication
Answers Key Questions Such As:
Compiled by author from source: mswresearch.com
Techniques: Facial Coding-
Reading facial expressions is based
on years of psychological,
sociological, and forensic study
Most people cannot say the words that describe emotion,
we must stop asking them, ‘how does that
make you feel?
Identifies facially expressed emotional reactions
Identifies the time frame i.e. start/peak/end and duration of an emotional reaction
Captures emotional reactions during speaking and non-speaking occurrences
Compiled by author from sources: marketingresearch.org Image Source: Google Images
Facial Coding: Marketing Effectiveness-
Facial coding uses unfiltered access to
consumer feelings and perceptions
Emotions help us understand how people
respond to an ad
Emotion is far more powerful than logic when it comes to
making a purchase decision
A millennial study revealed that they are positive about spending money to enjoy life, but their facial expressions and body language revealed an underlying sense of anxiety about spending
Emotions research combined with qualitative research, can provide data insights that help researchers go beyond standard qualitative study
Compiled by author from source: surveysampling.com
Contact Us for the Full Presentation:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112E: [email protected]
www.mediacontactusa.com
Sources Cited:
"Animation and Neuromarketing - a Perfect Match?" Neuromarketing. 2016. Web. 31 May 2016. http://www.neurosciencemarketing.com/blog/articles/neuromarketing-animation.htm
"Around the Web: How Facial Coding and Body Language Are Changing Market Research - SSI Blog." SSI Blog. N.p., 2016. Web. 12 July 2016. http://www.surveysampling.com/blog/how-facial-coding-and-body-language-are-changing-market-research/
"Biometric Measures for Interactive Advertising Research." Journal of Interactive Advertising. N.p., n.d. Web. 14 July 2016. http://jiad-org.adprofession.com/article147.html
"Biometrics Market Research." SIS International Market Research. N.p., n.d. Web. 06 July 2016. https://www.sisinternational.com/solutions/innovation/biometrics-market-research/
Facial Coding and Eye Tracking – Technology http://www.mswresearch.com/facial-coding-and-eye-tracking-technology#facialcoding
Sources Cited:
THE MARKETING RESEARCH APPLICATIONS OF FACIAL RECOGNITION TECHNOLOGY http://www.marketingresearch.org/sites/default/files/misc_files/mra_facial-recognition-mr-applications_2-6-14.pdf
"It's All In Your Head: What You Absolutely Need to Know About Neuromarketing." Page19. 2016. Web. 02 June 2016. https://www.blinkist.com/page19/what-you-absolutely-need-to-know-about-neuromarketing
"Neuroscience Applications in Marketing Research - San Diego American Marketing Association." San Diego American Marketing Association. N.p., n.d. Web. 13 July 2016. http://sdama.org/knowledge/neuroscience-applications-in-marketing-research/
"This Is Eye Tracking." This Is Eye Tracking. N.p., n.d. Web. 17 June 2016. http://www.tobii.com/group/about/this-is-eye-tracking/
"What Is Neuromarketing?" - For Dummies. N.p., n.d. Web. 23 June 2016. http://www.dummies.com/how-to/content/what-is-neuromarketing.html