neuro-marketing & eye tracking learnings & companies

8/6/2019 Neuro-Marketing & Eye Tracking Learnings & Companies

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Conscious Responses

Social Norms

- Political Correctness

- Social/Societal Influence

- Personal Relationship

Influence

Personal

- Feelings

- Attitudes

- Emotions

- Decisions- Behavior


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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)

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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.

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Focus Groups Observation Surveys

- Group dynamics

- Moderator bias

- Behavioral change

- Little control

- Subjective interpretation of

behavior

- Leading questions

- Sensitivity

- Inaccurate answers

- Selective responses


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Why NeuromarketingBelow the Surface

Traditional Marketing

Research

NeuroMarketing

Research


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EYE TRACKING

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99%

5%

The Visual Stimuli Perception Funnel

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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


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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.

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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.


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EEG (ELECTROENCEPHALOGRAM)

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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.

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SST (STEADY-STATE TOPOGRAPHY)

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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.

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ECOG

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How the ECoG Works

T

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GALVANIC SENSORS & OTHER BASIC

BIOMETRIC MEASURES

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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.

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FMRI (FUNCTIONAL MAGNETIC

RESONANCE IMAGING)

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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

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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


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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.

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