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