neuro-marketing & eye tracking learnings & companies
TRANSCRIPT
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
1/28
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
2/28
| Page2
Conscious Responses
Social Norms
- Political Correctness
- Social/Societal Influence
- Personal Relationship
Influence
Personal
- Feelings
- Attitudes
- Emotions
- Decisions- Behavior
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
3/28
| Page
What is Neuromarketing
Term broadly used to describe the application of tools tasks/tests derived from the fields of cognitive psychology and
neuroscience to measure biological (as opposed to psychological) reactions to (marketing) stimuli
Roughly speaking basic consumer research using modern tools
Measure brain/neural responses
Neuromarketing focuses on measuring Implicit or Direct Responses vs Explicit or Spoken Responses to Stimuli
Where those stimuli are:
Marketing strategies Communications
Advertising
New products
Existing products
Neuromarketing offers:
Objectivity
An unfiltered measure of implicit responses
Rigorously controlled environment
The marketers task is to understand what happens in the customers
consciousness [and/or unconsciousness] between the arrival of the
outside marketing stimuli and the ultimate purchase decision.
-Kotler and Keller (2006, p.:184)
3
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
4/28
| Page
Why Neuromarketing
Over $18 Billion is spent on Marketing Research annually
$6.7 Billion spent in the US alone
The trouble with market research is that consumers dont think how they feel, they dont say what they think, and they dont
do what they say
Ogilvy on Advertising
Traditional marketing research Confounding Effects
Brains are more direct predictors of behavior
Brains absorb much more than what we are conscious of (spotlight of attention)
Emotions are key drivers of behavior easy to image in the brain, hard to articulate
Brains are less noisy than human speech (behave more similarly)
Better business decisions from better understanding
Estimated 80%+ new products fail in Year 1.
4
Focus Groups Observation Surveys
- Group dynamics
- Moderator bias
- Behavioral change
- Little control
- Subjective interpretation of
behavior
- Leading questions
- Sensitivity
- Inaccurate answers
- Selective responses
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
5/28
| Page5
Why NeuromarketingBelow the Surface
Traditional Marketing
Research
NeuroMarketing
Research
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
6/28
EYE TRACKING
6
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
7/28
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
8/28
| Page
99%
5%
The Visual Stimuli Perception Funnel
8
Humans DESELECT 99% of all the visual stimuli
Processed Stimuli(captured by the Eye Tracker)
.05%
Humans PROCESS only 5% of the remaining (1%) stimuli
Visual Stimuli
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
9/28
| Page
Eye Movement
There are 3 main types ofEye tracking
Fixation A pause in eye movement when the eye stops moving and fixates on a specific area
Fixations last from 100-600 milliseconds (usually 350ms)
Saccade A quick movement of the eye when it jumps from one point to another
Saccades are typically 20-40 milliseconds
During saccades the eye does not send any visual information to the brain for processing
Microcasscades, Tremors, Drifts Short smooth movements used to adjust the eye during or
fixation to keep objects from fading perceptually.
9
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
10/28
| Page
How the Eye TrackingWorks
Pupil Centre Corneal Reflection (PCCR)
Use a infrared light to illuminate the eye causing highly visible reflections.
Then create the reflection patterns on the cornea and pupil of the eye and use two image
sensors to capture images of the eyes and the reflection patterns.
Amodel of the eye is then used to estimate the position of the eye in and the point of gaze.
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
11/28
EEG (ELECTROENCEPHALOGRAM)
11
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
12/28
| Page
How the EEG Works
The EEG Measures the electrical activity in the brain.
As different parts of the brain work to process different information and stimuli, the concentration of electrons limiting
electrical energy increases in those sections. The EEG picks up this increase or decrease in the brain.
EEGs capture electrical brain waves at ~20,000 times per second
The EEGmeasures cognative engagement (is the consumer actively engaging with the stimuli that you are exposing them to)
and can differentiate between positive and negative reactions to the stimuli and it is very useful when time specific data is
required.
i.e. participants enjoyed this particular scene of the advertisement.
EmSense Internal Database shows that a typical TV Spot gets viewers to engage cognitively within the first 5-7 seconds.
EEGs tend to also much more portable than other, more advance neuromarketing equipment (like the fMRI), and with recent
technological advances (http://www.emsense.com/technology.php http://www.neurofocus.com/) have become much more
suitable for marketing research.
The new NeuroFocus Mynd and emsense EmBand 24 are wireless Dry EEGs which do not require the use ofmedical scullcaps,
EEG sensor Gel on the participants head and can even go over hair.
While both these products have fewer sensors than traditional (laboratory-grade) EEGs, they are less obtrusive, easier to work
with and accurate enough for marketing research purposes. Unfortunately the EEG comes up short when attempting to discern between more complex, brain location specific things like
emotions or deeper meanings.
Because EEGs function on the electrical occurrences in the brain it is difficult to triangulate where the electrical impulse
originated from, this makes determining anything complex almost impossible and highly unreliable.
12
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
13/28
SST (STEADY-STATE TOPOGRAPHY)
13
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
14/28
| Page
What is an SST (Steady-State Topography)
ecords and measures electrical signals at the scalp in order to build a second by second picture of activity in the brain. It is
essentially a refinement ofEEG, widely used in hospitals throughout the world, and has been validated by research and used in
clinical applications for over fifteen years.
14
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
15/28
ECOG
15
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
16/28
| Page
How the ECoG Works
T
16
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
17/28
GALVANIC SENSORS & OTHER BASIC
BIOMETRIC MEASURES
17
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
18/28
| Page
Types of basic biometric measures
Skin Sweat & Galvanic Skin Response Measures - Galvanic Skin Response is a measure of sweat through the skin's conductance
of electricity.
Skin conductance is considered to be a function of the sweat gland activity and the skin's pore size. An individual's baseline
skin conductance will vary for many reasons, including gender, diet, skin type and situation. Sweat gland activity is controlled
in part by the sympathetic nervous system. When a subject is startled or experiences anxiety, there will be a fast increase in
the skin's conductance (a period of seconds) due to increased activity in the sweat glands (unless the glands are saturated
with sweat.)
Heart-rate Change in heart-rate to determine arousal.
Respiration change in breathing.
Motion measures movement and fidgeting.
18
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
19/28
FMRI (FUNCTIONAL MAGNETIC
RESONANCE IMAGING)
19
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
20/28
| Page
How the fMRI Works
fMRIs measure the blood flow (the hemoglobin or white blood cells to be exact) in the brain.
The f in fMRI stands for functional as this type of MRI differs from the traditional MRI because it takes time-segmented
images to display change instead of simply taking an image of what the brain or other body area looks like in a single moment.
You can then connect the areas of the brain which are engaged to infer how they are reacting to the stimuli.
fMRIs are better (still not great) at measuring detailed emotion
20
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
21/28
21
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
22/28
22
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
23/28
23
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
24/28
24
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
25/28
25
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
26/28
26
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
27/28
| Page
Neuromarketing & Eye-Tracking
Companies
Buyology(www.buyologyinc.com)
EmSense
FKFApplied Research
Gallup & Robinson
Innerscope Research
Mindlab International
Mindmetic
MindSign
MSW Research (MSW/LAB)
Neuro-Insight
NeuroFocus
Neurosense
One To One Insight
Sands Research
Sensory Logic
-
8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies
28/28
| Page
Buyology
Website: www.buyologyinc.com
Address:
BuyologyInc
205 Lexington Ave., 17th Floor
New York, NY 10016
Phone: 917 423 1400
CEO: Gary I. Singer Vice-Chairman, Founding Partner & ChiefExecutive Officer
About the company:
Buyology Inc., the worlds leading strategic neurological marketing company, is in the business of quantifying, improving, and
actively managing sustainable relationships between brands and their customers. Buyology utilizes its proprietary global
marketing neuroscience database to develop rigorous frameworks and tools that bridge science and business so as to
provide a provocative and proprietary understanding of consumer decision-making and brand relationships. Buyologyhelpssignificantly enhance marketings transformational business impact.