NeuroMarketingApplying Science to Marketing

Psychology, Persuasion & Science:

NeuroMarketing-

Psychology

Persuasion

Compiled by author from source: neurosciencemarketing.com

Applying These Techniques in

Order to Obtain Benefits

(Conversions, Clicks, Shares, Sales, Emails, Subscribers)

NeuroMarketing: How Does it Work?

Appeals to the old brain—the part we listen to when it’s

time to decide—keep its attention with stories and

appeals to the senses

Based on human thinking, which relies on a host of brain processes of which we’re mostly unaware

Scientists use eye tracking experiments, studies of facial expression and biometrics

Add smartly designed tests and you’ve got a unique peek into the mind of the modern consumer

Compiled by author from sources: blinkist.com Image Source: Google Images

NeuroMarketing: Major Areas of Use-

Branding

Product Design and Innovation

Advertising Effectivenes

s

Consumer Decision Making

Online Experiences

Entertainment

Effectiveness

Provides techniques for measuring brand associations

Measures consumer responses to product ideas and package designs

Explains how advertising impacts the nonconscious mind

Brain science shows the many ways we can be subtly influenced 

Shows what happens when entertainment transports us into an imaginary world

Compiled by author from sources: dummies.com

Techniques: Biometrics-

Observational Analytics

Facial Coding

Heart Rate Monitoring

Biometric research helps note responses toward a product or service without actually intruding

Targets the subconscious part of the mind

Some of the tools used in biometric market research are:

Compiled by author from sources: sisinternational.com Image Source: Google Images

Biometrics: Facts-

Accurate in measuring physical responses to stimuli even when people are not conscious of the responses

Applications augment traditional marketing research methods

Memory Attention

Stress Sensory Response

Biometrics Measure Responses:

Compiled by author from source: sdama.org Image Source: Google Images

Biometrics: Marketing Effectiveness-

Enriches Marketers Grasp of Emotional

Reactions Consumers

Experience When They See an Ad

Identify which emotional reaction is

triggered by each ad element

Identify a causal link between a

marketing communication

and emotion

Advices marketers on how to design the visual composition of their print ads, packages, brochures and digital media

Create user-friendly web pages or other interactive communication forms

Learn how to connect with consumers, not only verbally reported feelings, but unconscious emotions

Compiled by author from source: jiad-org.adprotession.com

Techniques: Eye Tracking-

Eye tracking is a sensor

technology that enables a device to know exactly where your eyes

are focused

It determines your presence,

attention, focus, drowsiness,

consciousness or other mental

states

Can identify movements in facial musculature uncovering emotional reactions in subjects

Knowing what people see, helps advertisers optimize the placement & design of ads

Can identify the exact emotion felt as well as the time frame including start/peak/end, and duration of an emotional reaction

Compiled by author from sources: tobii.com, marketingresearch.org Image Source: Google Images

Eye Tracking: Marketing Effectiveness-

Because What you do NOT

Notice, you do NOT buy…

Will the New Package Design

Attract and Hold

Attention on the Shelf?

Eye tracking is one of the best methods to optimize communications: i.e. Ads, TV, commercials, packaging, websites

9 out of 10 leading advertisers are using eye tracking to optimize communication

Answers Key Questions Such As:

Compiled by author from source: mswresearch.com

Techniques: Facial Coding-

Reading facial expressions is based

on years of psychological,

sociological, and forensic study

Most people cannot say the words that describe emotion,

we must stop asking them, ‘how does that

make you feel?

Identifies facially expressed emotional reactions

Identifies the time frame i.e. start/peak/end and duration of an emotional reaction

Captures emotional reactions during speaking and non-speaking occurrences

Compiled by author from sources: marketingresearch.org Image Source: Google Images

Facial Coding: Marketing Effectiveness-

Facial coding uses unfiltered access to

consumer feelings and perceptions

Emotions help us understand how people

respond to an ad

Emotion is far more powerful than logic when it comes to

making a purchase decision

A millennial study revealed that they are positive about spending money to enjoy life, but their facial expressions and body language revealed an underlying sense of anxiety about spending

Emotions research combined with qualitative research, can provide data insights that help researchers go beyond standard qualitative study

Compiled by author from source: surveysampling.com

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

Sources Cited:

"Animation and Neuromarketing - a Perfect Match?" Neuromarketing. 2016. Web. 31 May 2016. http://www.neurosciencemarketing.com/blog/articles/neuromarketing-animation.htm

"Around the Web: How Facial Coding and Body Language Are Changing Market Research - SSI Blog." SSI Blog. N.p., 2016. Web. 12 July 2016. http://www.surveysampling.com/blog/how-facial-coding-and-body-language-are-changing-market-research/

"Biometric Measures for Interactive Advertising Research." Journal of Interactive Advertising. N.p., n.d. Web. 14 July 2016. http://jiad-org.adprofession.com/article147.html

"Biometrics Market Research." SIS International Market Research. N.p., n.d. Web. 06 July 2016. https://www.sisinternational.com/solutions/innovation/biometrics-market-research/

Facial Coding and Eye Tracking – Technology http://www.mswresearch.com/facial-coding-and-eye-tracking-technology#facialcoding

Sources Cited:

THE MARKETING RESEARCH APPLICATIONS OF FACIAL RECOGNITION TECHNOLOGY http://www.marketingresearch.org/sites/default/files/misc_files/mra_facial-recognition-mr-applications_2-6-14.pdf

"It's All In Your Head: What You Absolutely Need to Know About Neuromarketing." Page19. 2016. Web. 02 June 2016. https://www.blinkist.com/page19/what-you-absolutely-need-to-know-about-neuromarketing

"Neuroscience Applications in Marketing Research - San Diego American Marketing Association." San Diego American Marketing Association. N.p., n.d. Web. 13 July 2016. http://sdama.org/knowledge/neuroscience-applications-in-marketing-research/

"This Is Eye Tracking." This Is Eye Tracking. N.p., n.d. Web. 17 June 2016. http://www.tobii.com/group/about/this-is-eye-tracking/

"What Is Neuromarketing?" - For Dummies. N.p., n.d. Web. 23 June 2016. http://www.dummies.com/how-to/content/what-is-neuromarketing.html