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Why? The Decade of the Brain and Its Impact on Marketing
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Transcript of Why? The Decade of the Brain and Its Impact on Marketing
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Why?The Decade Of The Brain And
Its Impact On Marketing
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Up Yours!
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fMRI
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Neurons
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Brain…
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Limbic System
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Cortex
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“These findings all suggest that the interpretive mechanism of the left hemisphere is always hard
at work seeking the meaning of events.
It is consistently looking for order and reason, even when there is none – which leads it
continually to make mistakes.”
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Conscious vs.
Subconscious
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Feelings
FearAnger
DisgustSadnessSurprise
Happiness
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Memory
• A chain of neurons that are linked by sensing, processing and responding to an event
• Explicit vs. implicit
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Short vs. Long-term Memory
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Your Model of the World
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Learning and Memory
• You have learned much more than you thought
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Processing
• Limbic – OMG fast• Prefrontal – “let’s think about this”• What to do – Both looking for
analogous memories and the associated emotion
• Act
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Predispositions
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Quick Review
• Complex tangle of neurons• Organized into long-term memory
networks• Each memory tied to an emotion• Overall all neural network of memory
networks• All in the subconscious
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Why?
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Decisions
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The Difficulty of Change
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1-on-1 Interviews
• Goal – explore the mental map as it pertains to the “Why?”
• Challenges: respondent mode, subconscious rather than conscious
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1-on-1 Process
• Respondent mode – Force a conversation– Informal and relaxed, enjoyable– Transition to your discussion priorities– Their expertise
• Expert Mode
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Focus Groups
• Goal – explore the mental map as it pertains to “Why?”
• Challenges: parameters, respondent mode, “groupness”
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Focus Group Parameters
• 10 people• 120 minutes• 4 related issues• 3 minutes per issue per person• Cost: $6,000 per group average
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Groupness
• Predisposed to belong to groups– Sacrifice personal values to fit in
• Excellent tool if used correctly
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In summary…
• fMRI has changed how we think of the brain
• It’s still little crude for testing alternatives
• We need to search for memories and their emotions analogous to what we market
• Always to understand “Why.”
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Background Books