neurobiomarketing summary introduction - eng

Neurobio-ResearchNeurobio-Research

NeuroscienceNeuroscience, B, Biologyiology, , LinguisticsLinguistics and and Facial Action Code Facial Action Code In Marketing ResearchIn Marketing Research

YouTube - NBM - Superga.flv http://bit.ly/fE1Qwf

Starting from the EndStarting from the End

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We analyze the effectiveness We analyze the effectiveness of of stimulus, advertise, web page or point of sale stimulus, advertise, web page or point of sale second by second second by second through emotional and neurobiological through emotional and neurobiological measuringmeasuring..

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IRA RABBIAATTACCO

sexualitypublic television

reassurefrankness

breakfast teen-ager

agilityagility

white wine

PorschePorsche

padres

effervescence

Fiat

poverty

milk

bank

nostalgianostalgia

momchild

arrogance

cautiontranquilidad

boss

hope

fashion

determination

terminator

mystery

vanguard

innovation

courage

immaturity

regression

sweetnesstenderness

quality of lifehomeopathies win

adventure

terminator elephant graveyard

defenseless

predictable

combatwarministry

minivan

financial instituteshark

kindness

adrenaline

Jurassic park

resigned

modesty

protagonist sausage

superficial

optimism

fun

closenesshug

bar billiards White wine

out-dated

mafia crash

illusionlight goldsugar

darkness occult

anticonformity

thriller

newspaper

bureaucracy

pet

elegance

nihilism

nostalgia

caffeine coffee

poetry

well-beingred wine

standard competecompetedelicate

no problem

Old-fashioned

social-democratequidistance decisive

television

Killer whale

fear

essay

classical music resigned

resigned

surprise wonder

teen-ager

agilityagility

white wine

Ferrari

padres

effervescence

poverty

milk

bank

nostalgianostalgia

momchild

arrogance

cautiontranquilidad

boss

hope

fashion

determination

terminator

mystery

vanguard

innovation

courage

immaturity

regression

sweetnesstenderness

quality of lifehomeopathies

raceadventure


defenseless

predictable

ministry

minivan


adrenaline

Jurassic park

resigned

modesty

protagonist on target

sausage

optimism

fun


out-dated

mafia crash


darkness occult

thriller

newspaper

bureaucracy

pet

elegance

nihilism

nostalgia

caffeine coffee

poetry

well-beingred wine


no problem

Old-fashioned


television

Killer whale

fear

essay


resigned

surprise wonder

tank

poker

spider

virus

sexualityPorsche

- Enjoyment- Enjoyment

+Enjoyment+Enjoyment

ExcitementExcitement

RelaxationRelaxation

EUFORIAACTIVATION

PPARASYMPATHETICRELAXATION

INTERNAL DIALOGUE

EUSTRESS JOYFULNESS’

DISTRESS PATHOS

SYMPATHETIC

EXCITEMENT

ISOLATION

Second Cluster

Results:Final Cluster Centers

CLUSTERS 1 2 4Hearth 1,25 9,19 -7,98Brain 17,917 18,387 20,10Hands 64,38 64,65 62,96Eyes 38,70 24,73 24,66

1 12 23 44 45 46 47 48 29 1

10 211 212 213 214 215 216 117 218 119 420 221 122 223 224 225 226 227 228 429 430 3

Superga – Superga – Analysis of each second Analysis of each second - Clusters- Clusters

Great Attention and Concetration.

Mild Cognitive Activity.

Very high interest and persuasion.

Mild Cognitive activity.

Great interest and high

emotional tension

4

If an advertising campaign aims If an advertising campaign aims at emotions,at emotions, the traditional research based the traditional research based onon rational responses will not be useful orrational responses will not be useful or sufficient to understand the sufficient to understand the emotions of the participants.emotions of the participants.

Scientific studies and several experts have confirmed, that traditional Scientific studies and several experts have confirmed, that traditional research does not always give reliable results for predicting effectiveness research does not always give reliable results for predicting effectiveness of marketing strategy.of marketing strategy.

It is not always It is not always possible possible to translate our to translate our emotions emotions intointo language.language.

LIMITATIONS OF TRADITIONAL RESEARCHLIMITATIONS OF TRADITIONAL RESEARCH

Si chiede ai partecipantidi autoanalizzarsi… ma

non sempre siamo capaci di vederci allo specchio.

Ani communication that impacts emotions, creates the unique neurobiological Ani communication that impacts emotions, creates the unique neurobiological response that we can detect and measure accurately. Tresponse that we can detect and measure accurately. The results facilitate the he results facilitate the interpretation of qualitative and quantitative nature and intensity of the impact interpretation of qualitative and quantitative nature and intensity of the impact on advertising and determine the "personal neurobiological" brandon advertising and determine the "personal neurobiological" brand..

These interpretive insightsThese interpretive insightststs, arise, ariseinging within the boundaries of traditional within the boundaries of traditional research, are the perfect complement to any decision as part of marketing research, are the perfect complement to any decision as part of marketing strategies and greatly facilitate the decision makingstrategies and greatly facilitate the decision making process process. .

Direct measurement of reactions allows us to understand the Direct measurement of reactions allows us to understand the neurobiological perceptive and emotional experiences of participants. neurobiological perceptive and emotional experiences of participants.

SOLUTION: NEUROBIO-RESEARCHSOLUTION: NEUROBIO-RESEARCH

You cannot improveIf you cannot measure!

Electroencephalogram (EEG): Electroencephalogram (EEG): Measurement of the rate of neuronal synapses, Measurement of the rate of neuronal synapses, indicated by frequency waves in Hz and divided into delta, theta, alpha, low beta, indicated by frequency waves in Hz and divided into delta, theta, alpha, low beta, beta, hibeta, gamma and their respective voltages. beta, hibeta, gamma and their respective voltages. It measures the cognitive It measures the cognitive activities as attention, focalization, comprehension, memorization, learning, activities as attention, focalization, comprehension, memorization, learning, motivation, and planning. motivation, and planning. . .

Galvanic Skin Response (GSR): Galvanic Skin Response (GSR): This measures the electric potential of the skin This measures the electric potential of the skin through electrodes positioned on the hands that register the change in the through electrodes positioned on the hands that register the change in the conductivity of the skin, conductivity of the skin, and indicates the level of psychic activation or arousal. It and indicates the level of psychic activation or arousal. It also measures the interest, indicating acceptance or rejection of a stimulus.also measures the interest, indicating acceptance or rejection of a stimulus...

Electrocardiogram (ECG) : Electrocardiogram (ECG) : The heart rate is evaluated as well as the intervals The heart rate is evaluated as well as the intervals between beats or cardiac interbeat. between beats or cardiac interbeat. This measures the shape of the wave between This measures the shape of the wave between one beat and another (interbeat interval) and indicates not only the extent of an one beat and another (interbeat interval) and indicates not only the extent of an emotional reaction, but also if the emotional experience is positive or negativeemotional reaction, but also if the emotional experience is positive or negative. . ..Surface Electromyograph (sEMG): Surface Electromyograph (sEMG): This measures muscular contractions. When This measures muscular contractions. When positioned on the muscles related to emotional expression, especially above the positioned on the muscles related to emotional expression, especially above the eyes, eyes, the EMG will measure the emotional tension as a degree of implication or the EMG will measure the emotional tension as a degree of implication or emotional involvement with a stimulus. emotional involvement with a stimulus.

BrainBrain

HeartHeart

EyesEyes

HandsHands

MetMethodshods

sexualitypublic televisionreassure

franknessbreakfast teen-ager

agilityagility

white wine

PorschePorsche

padres

effervescence

Fiat

poverty

milk

banknostalgianostalgia

momchild

arrogance

cautiontranquilidad

boss

hope

fashion

determination

terminator

mystery

vanguard

innovationcourage

immaturity

regression

sweetnesstenderness

quality of lifehomeopathies win

adventure


defenseless

predictable

combatwarministry

minivan


kindness

adrenaline

Jurassic park

resigned

modesty

protagonist sausage

superficial

optimism

funcloseness

hug


out-dated

mafia crash


darkness occult

anticonformity

thriller

newspaper

bureaucracy

pet

elegance

nihilism

nostalgia

caffeine coffee

poetry

well-beingred wine


no problem

Old-fashioned


television

Killer whale

fear

essay


resigned

surprise wonder

teen-ager

agilityagility

white wine

Ferrari

padres

effervescence

poverty

milk

banknostalgianostalgia

momchild

arrogance

cautiontranquilidad

boss

hope

fashion

determination

terminator

mystery

vanguard

innovationcourage

immaturity

regression

sweetnesstenderness

quality of lifehomeopathies

raceadventure


defenseless

predictable

ministry

minivan


adrenaline

Jurassic park

resigned

modesty

protagonist on target

sausage

optimism

fun


out-dated

mafia crash


darkness occult

thriller

newspaper

bureaucracy

pet

elegance

nihilism

nostalgia

caffeine coffee

poetry

well-beingred wine


no problem

Old-fashioned


television

Killer whale

fear

essay


resigned

surprise wonder

tank

poker

spider

virus

sexualityPorsche

Neurometaphor MappingNeurometaphor Mapping


+Enjoyment+Enjoyment

ExcitementExcitement


Neurometaphor mapping is an optional complementary add-on to the Brain, Heart, Eyes and Hands Neurometaphor mapping is an optional complementary add-on to the Brain, Heart, Eyes and Hands Diagnostic which utilizes techniques developed from Neurolinguistics,. the study of language and how Diagnostic which utilizes techniques developed from Neurolinguistics,. the study of language and how

humans communicate.humans communicate.

In its application to market research we create a three dimensional map of the principal concepts of a In its application to market research we create a three dimensional map of the principal concepts of a language in order to position the elements of an advertisement or any type of communication, and language in order to position the elements of an advertisement or any type of communication, and

identify the subconscious linguistic codes that they trigger. It is also an invaluable tool in determining identify the subconscious linguistic codes that they trigger. It is also an invaluable tool in determining what concepts, key words, elements and other linguistic codes a communication should contain in order what concepts, key words, elements and other linguistic codes a communication should contain in order

to achieve the desired subconscious positioning and impact. to achieve the desired subconscious positioning and impact.

It is the perfect complement to NeurobioResearch which allows us to determine the verbal expressions It is the perfect complement to NeurobioResearch which allows us to determine the verbal expressions that correspond with the physical, psychological and emotional activationsthat correspond with the physical, psychological and emotional activations..

Our ExperienceOur Experience

Input category Quantity of measured stimuli

Spot TV 295

Logos 85

Printed AD 48

Packaging 15

Radio 12

Animatic 4

Auto-promo 4

Integrated product 12

Magazine covers 17

Web pages 20

Point of purchase 9

Perfumes 2

TOTAL 523

Subconscious and dreamlike processesSubconscious and dreamlike processes

- Memory synchronization (Total - Memory synchronization (Total synchronization. Depending on synchronization. Depending on objectives)objectives)


ExcitationExcitation

- Involvement/Distance- Involvement/Distance

- Persuasion (compound index that - Persuasion (compound index that combines synchronization, enjoyment, combines synchronization, enjoyment, excitation and involvement)excitation and involvement)

Through years of experience and thousands of tests, we have developed Through years of experience and thousands of tests, we have developed comparison benchmarks and algorithms for translating the Brain, Heart, comparison benchmarks and algorithms for translating the Brain, Heart, Eyes and Hands measurements into practical marketing and business Eyes and Hands measurements into practical marketing and business variables, summarized below:variables, summarized below:

Focalization/AttentionFocalization/Attention

+ Memory synchronization (Total + Memory synchronization (Total synchronization. Depending on synchronization. Depending on

objectives)objectives)

+ Enjoyment+ Enjoyment


+ Involvement/Closeness+ Involvement/Closeness

+ Persuasion (compound index + Persuasion (compound index that combines synchronization, that combines synchronization,

enjoyment, excitation and enjoyment, excitation and involvement)involvement)

Benchmarking and Translation Benchmarking and Translation to Practical Marketing Variablesto Practical Marketing Variables

Other Categories of Stimuli MeasuredOther Categories of Stimuli Measured

SensorymetricsSensorymetricsPerfumesPerfumes

JinglesJingles

SensorymetricsSensorymetricsPerfumesPerfumes

JinglesJingles

Points of SalePoints of SaleSupermarkets, beauty shops, Supermarkets, beauty shops,

specialty stores - brand.specialty stores - brand.Publicity and communication Publicity and communication

in the storein the store

Points of SalePoints of SaleSupermarkets, beauty shops, Supermarkets, beauty shops,

specialty stores - brand.specialty stores - brand.Publicity and communication Publicity and communication

in the storein the store

Web pagesWeb pagesOnline Online

AdvertisementAdvertisement

Web pagesWeb pagesOnline Online

AdvertisementAdvertisement

Animatic andAnimatic andPre testingPre testing

Animatic andAnimatic andPre testingPre testing

Printed AD, Printed AD, Products, Products,

LogosLogosRadioRadio

Printed AD, Printed AD, Products, Products,

LogosLogosRadioRadio

Other Examples

• Neuropolitics: http://www.youtube.com/watch?v=ul0Oio8Ud8M

• Point of Sale: http://www.youtube.com/watch?v=Zl1sEQvkVws

• General Video: http://www.youtube.com/watch?v=fjEWNZjOyP4

• Martini Advert: http://www.youtube.com/watch?v=M1d3KU5ufMk

Italian, Spanish languageItalian, Spanish language

Alberto Apicella: Alberto Apicella: [email protected]@NeuroBioMarketing.com

Cel. 3343311902Cel. 3343311902

English, German, Slovenian languageEnglish, German, Slovenian language

Domen UrsicDomen [email protected]@neurobiomarketing.com

0039342372176600393423721766

Contacts:Contacts:

neurobiomarketing summary introduction - eng

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