neuro design€¦ · neuro design the emotion data behind great brands. 2 feel. say act what they...

Neuro DesignThe Emotion Data Behind Great Brands

2

FEEL.2

SAYACT

whatthey

theyon how

THINK

EMOTIONAL

RATIONAL

3

SELECT CUSTOMERS4

WHITEBOARD

INTEGRATE

ACTIVATE

Get noticed

Trigger an emotion

Form a memory5

Consumer Neuroscience Research

Neural Metrics

Eye Tracking

Heart Rate

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Private and confidential.7

RECALL

VERBAL OPINIONSurvey

Media, UX

CONTENT

Real world CX

CONTEXTHEART RATEBiometrics

EYE TRACKING

FACIAL CODING

MOTIVATION

COGNITIVE LOAD

ALERTNESS

Neural Metrics

ENGAGEMENT

MEMORY Brand visibility

Emotional connection

Trust and loyalty

RESULTS

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MOBILE EXPERIENCE

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FULL SCREEN VIDEO INTERSTITIAL

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EMBEDDED, OPT-IN AD FORMAT• Moments of user need• Embedded into app environment • Reward based interaction

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Pre Ad During Ad Post Ad

Cognitive Engagement

EMBEDDED ADS EARNED 8X MORE COGNITIVE ENGAGEMENT

EMBEDDED, OPT-IN

INTERSTITIAL

8X

% CHANGE IN COGNITIVE ENGAGEMENT BY AD FORMAT

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5

0

-5

-10

-15

-20

-25

Pre Ad During Ad Post Ad

EMBEDDED, OPT-IN

INTERSTITIAL

% CHANGE IN MOTIVATION BY AD FORMAT

5

0

-5

-10

-15

-20

-25

Motivation

INTERSTITIAL SHOWS HIGHER MOTIVATION DURING AD. WHY?

?

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Visual Attention

CLOSING THE AD ELICITS HIGHER MOTIVATION. I.E. THE ‘RACE TO X’

EMBEDDED, OPT-IN ADINTERSTITIAL AD

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Pre Ad During Ad Post Ad

EMBEDDED, OPT-IN

INTERSTITIAL

% CHANGE IN MOTIVATION BY AD FORMAT

5

0

-5

-10

-15

-20

-25

Motivation

EMBEDDED PRODUCES 4X MORE MOTIVATION, POST AD.

4X

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SUMMARY● Consider both ad delivery and context.● Consider the user on the other end of the phone.

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trueSCAN

17Private and confidential.

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1-2 SECONDSOF ATTENTION IS ALLA BRAND GETS

BE CONTACTEDBE RELEVANTBE SEEN

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Result: Increase of 26% in redemption rates, and 46% in gross profits from coupons.

Before After

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Before After

21Result: Increase of 3-4X in click-through rates.

Before After

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Result: Increase of 25% in in-store service sales.

Before After

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NEURO DESIGNBESTPRACTICES

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www.trueimpact.cainfo@trueimpact.ca