consumer Neuroscience

predicting consumer behavior

1,5 kg25%100

billion

500million

decisionsdaily

„The trouble with people is

that they don’t think how they feel,

they don’t say what they think

and they don’t do what they say.”

David Ogilvy 1964

80% of all new products fail within two years

“Although system two believes itself

to be in charge, people’s choices

correspond to the predilection

of system one.”

Nobel prize winner

Daniel Kahneman 2002

lets look there where marketing goes to work

closer to the truthfeelings emotions

enriched whole brain analysis

study the whole brain

scientific proof of predicting purchase & attitude

Duplo case

(n = 63.617 shoppers) (Kuhn et al., 2016)

predicting the effects of communication

predicting the effects of communication

(n = 63.617 shoppers) (Kuhn et al., 2016)

Actual Worst

Actual Best

MRI Study

32% MORE SALES

Self Report

predicting the effects of communication

commercial MRI scanning

over

55.000 brainscans

measuring emotions

does effectiveness has an unique neural signature?

= Effie

= Gouden Loekie (non-Effie)

= Loden Leeuw (non-Effie)

TV commercial types (EF, GL,

LL) evoke unique neural

signatures.

This can be used to predict

TV commercial effect with

~80% accuracy

(111 TVC recordings in ~350 subjects)

effective likable

benchmarking effectiveness & likability

value effectiveness of marketing stumuli

103,867,704 views

22% more sales

effective versus likable

a very effective ad

LOW SCORE ON ATTENTION AND NOVELTY: OLD IMAGES?

GOOD LUST AND DESIRE, WE WANT THIS

NOTHING TO FEAR OR DISLIKE

HIGH EMOTIONAL VALUES, WE LIKE THIS

WE CAN NOT RELATE WITH THE PEOPLE SHOWN

pretesting concepts and storyboards

concept vs final TVC: same pattern

how about brands

vNobel prize winner Daniel Kahneman 2002

“A brand is an emotional preference

based on subconscious associations.”Professor dr Victor Lamme 2012

Brand Asset Valuator

NPS based brand building

Agressive

Authentic

Adventures

Understanding

Affordable

Trustworthy

Cheerful

Creative

Expert

Expensive

Dynamic

Durable

Exclusive

Honest

Maggie Geuens, Bert Weijters, and Kristof De Wulf. "A new measure of brand personality."International Journal of Research in Marketing 26.2 (2009): 97-107.

Innovative

Powerful

Empathic

Independent

Different

Oldfassioned

Pretentious

Relevant

Romantic

Stable

Strong

Transparent

Responisble

Valuable

Measure brand associations

Neurensics R&D 2016, 3T Bold fMRI; N=40, p<0.01

Inferior Frontal Gyrus:

Conflict and Inhibition

Visual Cortex:

Attention

Precuneus:

Personal

RelevanceMedial PFC:

Positive Valuation

NPS: benchmarking brands

machine learningimplicit behavior task

betrouwbaar begripvol eerlijk relevant

Mind-Mapping: measure and value

Vo

ors

pel

de

NP

S G

esta

nd

aard

isee

rd

Gegeven NPS Gestandaardiseerd

Measure valued brand associations on NPS

casus

mortgage banks

the obvious associations

honesttrustworthy

transparentevidenthelpful

independent

clear

Neurensics 2015, N=400

measuring subconscious associations

conscious subconsciousNeurensics 2015, N=400

key drivers that boost NPS in the mortgage market

ABN-AMRO: is a bit boring and lacks creativity

fact based brand building

Define

STRATEGY / GOALS

Segment

TARGET GROUPS

Map

IMPLICIT ASSOCIATIONS

Create

CREATE PROPOSITIONS

Validate

TEST CONCEPS

Build

MATERIALS

Act

CAMPAIGNING

TrackANALYZING RESULTS

Whole Brain

Campaign

Cycle

• •• • • •

building brands with brains

closer to the truth

STIMULUS

Copyrights: 2017 Neurensics

thank you for your time and attention

closer to the truth