cristina de balanzo and helen rowe neuroscience - 2011
TRANSCRIPT
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com
For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material
‘Neuroscience Explained’
Cris;na de Balanzó, TNS Global, and Helen Rowe, TNS-‐RI
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuroscience explained
Cris%na de Balanzó TNS Global
Helen Rowe TNS RI-‐UK
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Emo;onal Ra;onal Vs
Descartes
Damasio
Emo;onal Ra;onal thought
Descartes vs Damasio
Emo;onal
Image adapted. Du Plessis, 2005.
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
The brain
Mac Lean, 1963
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Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
The value of cognitive neuroscience: a new paradigm
EMOTIONAL REVOLUTION
THINK FEEL DO
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
We know that
• We use instinct when processing information and making decisions
• We can not explain our motivations at an aggregate emotional level- what “feels right” to us
• We are able to come up with explanations, but these are often post-rationalisations.
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
“A brand in the brain is nothing more than a web of connecting neurones that “fire!”
Gordon, W “Brands on the brains: New Scientific discoveries to support new brand thinking” p.113
Brands & Brains
“The brand exists as a neural network of memories”
Franzen, G. et. al. The Mental World of Brands, Mind, Memory and Brand Success. London: WARF, 1999. p. 312.
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Emotion as measurable biological response
Complexity and subjectivity of memory
Influence of plasticity of the brain
Elements to consider
De Balanzó, C.; Serrano,N: Congreso Comunicación Málaga, 2010.
The role of the unconscious
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
NEW SCENARIO
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
It is about incorporating cognitive neuroscience insights and to understand the implications of the new paradigm
THINK FEEL DO
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Key opportunities for the industry
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Introducing some key metrics
Ac%va%on (via GSR) Short-‐term excitement. It predicts whether consumers got energized and excited by an ad and eventually driven to ac;on.
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Relevance (via EEG) Emo;onal and cogni;ve engagement with a message or a brand. It predicts whether an ad conveys messages or ideas, which are self-‐relevant to consumers and whether they iden;fy with depicted persons, situa;ons, opinions or values.
Introducing some key metrics
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
AEen%on (via eye-‐tracking) Monitors consumers’ visual spotlight and predicts how much a^en;on they pay to each cri;cal element of an ad. But most importantly it predicts which specific words, graphics or other visual objects have produced which specific RELEVANCE/ENGAGEMENT and ACTIVATION reac;ons.
Introducing some key metrics
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
The ad: biometric results
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
The commercial is highly relevant The friends playing the quiz machine in a pub appeals High relevance/engagement during suspense after the ballet question
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
High activation when the three friends ‘judge’ the one who knows the ballet answer Plus, when the brand is shown for the first time.
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Brand mentions/shots are key.
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Food for thought
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
WE NEED TO BE CAUTIOUS as the science is still in discovery phase and there is still a huge amount that we don’t know about the brain.
• Satisfying consumer needs at an emotional level is key to successful branding
5 Key messages to leave you with....
• The use of biometrics will allow us to get closer to our target audiences by understanding a more holistic picture of the emotional connections within the brand-consumer relationship
• Neuroscience is providing new insights into our understanding of unconscious emotional reactions
• Neuroscience is an addition to – not a substitute for – traditional research methods.
• The bridges are being built between science and business practice
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
“We need to stay completely honest with ourselves and acknowledge that we have only discovered a ;ny frac;on of what there is to know about human brain”
Dr. Ramachandran
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Thank you
Cris%na de Balanzó TNS Global
Helen Rowe TNS RI-‐UK
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Q & A
Cris%na de Balanzó TNS Global
Helen Rowe TNS RI-‐UK
Ray Poynter The Future Place
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Cristina de Balanzó
Follow Cris;na’s tweets at @ h^p://twi^er.com/crisbalanzo Connect with Cris;na on LinkedIn @ h^p://uk.linkedin.com/pub/cris;na-‐de-‐balanzo/4/369/169/
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Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com
For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material
‘Neuroscience Explained’
Cris;na de Balanzó, TNS Global, and Helen Rowe, TNS-‐RI
Cristina de Balanzó, TNS Global and Helen Rowe, TNS-RI, UK NewMR Neuroscience, Biometrics and MR – April 15 2011