neuro design€¦ · neuro design the emotion data behind great brands. 2 feel. say act what they...
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Neuro DesignThe Emotion Data Behind Great Brands
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FEEL.2
SAYACT
whatthey
theyon how
THINK
EMOTIONAL
RATIONAL
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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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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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Pre Ad During Ad Post Ad
EMBEDDED, OPT-IN
INTERSTITIAL
% CHANGE IN MOTIVATION BY AD FORMAT
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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
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0
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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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