neuromarketing - kantar · what is neuromarketing? 6 different technologies used: fmri eeg eye...

Neuromarketing © TNS

Neuromarketing


1 Headshot goes here (black & white)

Heidi Reinson

Consumer Behaviour and Neuromarketing Research Expert

Economics: BSc Economics and Business Administration Stockholm School of Economics in Riga (SSE Riga)

Marketing: Brand Manager (Coca-Cola) Product Group and Brand Manager (Valio)

Cognitive Science: MSc Cognitive and Decision Sciences University College London (UCL)

Neuromarketing


The thinking man?

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THE EMOTIONAL REVOLUTION

Do Think Feel DO FEEL THINK

THE OLD PARADIGM

Neuroscience:

The Missing Link

Observation, Questionnaires &

Surveys


New technologies in consumer research Modern EEG

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What is neuromarketing?

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Different technologies used:

fMRI

EEG

eye tracking

GSR (galvanic skin response)

IAT (implicit association test)

Facial EMG

Neuromarketing uses the theories and methods of cognitive

neuroscience to plan, execute and measure marketing activities (e.g.

assess TV commercials).

Neuromarketing


Output: ACTIVATION Is the message/stimuli activating and exciting for the viewer?

TNS Emor uses the combination of three technologies

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GSR, measures skin conductance.

Eye tracker (ET), measures eye movement.

EEG, measures brainwaves.

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Output: RELEVANCE Is the message/stimuli emotionally engaging?

Output: ATTENTION What elements draw attention and cause reactions?

Neuromarketing © TNS 8

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3

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Left frontal EEG activity

is associated with the

processing of positive

affects

Sourced: Based on Davidson, R, The frontal asymmetry paradigm, 1979.

Right frontal EEG

activity is associated

with the processing of

negative affects

The experience of

positive emotions

facilitates

approach behaviours

The experience of

negative emotions

facilitates

withdrawal behaviours

EEG registers variations in brain waves produced by the cortex.

It reflects consumers’ emotional engagement.

Theory behind…

Neuroturundusuuringu tulemused: Nordea TVC (30’’) © TNS

How to read BIONAVIGATOR™ results MOTION SPECTRUM

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Motion Spectrum present the dynamic flow of two primary measures: RELEVANCE & ACTIVATION

RELEVANCE is based on the brain waves analysis and reflects the level of subconscious reactions – motivational tendencies and emotional engagement to a message or brand. It predicts whether the communication conveys ideas relevant to the respondents.

ACTIVATION is based on body arousal & reflects excitement evoked by a product or promise. It predicts whether respondents got energized, excited or driven into action.

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HIGH

LOW

AC

TIV

ATIO

N

RE

LE

VA

NC

E

POS

NEG

40

30

20

10

0

2

1

0

-1

Activation Lack of activation

NEGATIVE REACTION

POSITIVE REACTION

Neuroturundusuuringu tulemused: Nordea TVC (30’’) © TNS

How to read BIONAVIGATOR™ results HEATMAP LEGEND

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Dynamic heatmap presents the flow of the VISUAL ATTENTION. Heatmap shows which areas of the presented stimuli the respondents’ are focused on in this particular moment.

RED means most of respondents are looking at the element

YELLOW means the average number

of respondents are looking at the element

BLUE means very few respondents

are looking at the element

NO COLOR means no one is looking at the element


Bounty (USA, 2009)

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Testing A. Le Coq TV commercial (Tallinn, 2012)

RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)

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AC

TIV

AT

ION

RELEVA

NC

E

HIGH

LOW

MotionSpectrum_ALeCoq/MotionSpectrum/PRIM_Ale_coq_all.exe


Testing A. Le Coq TV commercial (Tallinn, 2012)

RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET) WOMEN vs. MEN:

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RELEV

AN

CE

AC

TIV

AT

ION

A

CT

IVA

TIO

N

RELEV

AN

CE

HIGH

LOW

HIGH

LOW

MotionSpectrum_ALeCoq/MotionSpectrum/PRIM_Ale_coq_GENDER.exe


Using neuromarketing research

Testing concepts before ad production (TV)

Testing finished ads before media spending

(TV, print, outdoor, etc.)

Testing homepages

Testing packages

Combined with focus groups for a holistic and

deep understanding of consumer feedback.

RELEVANCE ACTIVATION EARLY CONTACT % of CONTACTS

N/A N/A 16% 32%


NEU LOW 66% 66%


POS HIGH 76% 79%


NEU LOW 32% 47%


NEU HIGH 53% 61%

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"Half the money I spend on advertising is wasted;

the trouble is I don't know which half."

(John Wanamaker)

Neuromarketing can provide an objective assessment and a certainty in investing the marketing budget as effectively as possible.


Thank you!

Heidi Reinson

Consumer Behaviour and Neuromarketing Research Expert

[email protected]

+372 5621 4545

PS there is no „BUY“ button in the brain ;)

mailto:[email protected]



neuromarketing - kantar · what is neuromarketing? 6 different technologies used: fmri eeg eye...

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