Neuromarketing -

Electroencephalography
in Market Research
What is Neuromarketing ??
—  Electroencephalography (EEG)
—  Primarily used for to measure brain activity medical
purposes, now used in market research
—  Measurement of brain activity when visually
stimulated
—  Interprets consumer data by recording subconscious
response
—  Only 2% of your brain energy is spent on your conscious
activity
https://www.youtube.com/watch?v=-IUM-vZaWhc
https://www.youtube.com/watch?v=619TzVbGC1c


How is it measured?
—  Around 40 electrosensors on head, face, and fingers
—  Combined with eye-tracking methods
—  Focuses on emotions, memory, and attention
—  One of the first neuromarketing companies
—  Does it prompt purchasing intent??
—  VISA Olympics Campaign effectiveness
—  Three media platforms
—  Tested 24 people, 12 men and 12 women
—  25-54 years old
—  http://www.neurofocus.com/pdfs/
NeuroFocusVISAOlympicStudy_ARF2010.pdf
 Visa Olympics Results
Results from “Ski Life to Brand Lift”
Male vs. Female
10 point scale Television Website Facebook
Effectiveness 6.9 5.6 6.1 5.6 7.0 6.1
Attention 5.9 7.0 8.5 9.0 8.0 8.1
Emotion 7.5 6.0 6.4 5.7 8.1 6.4
Memory 6.4 5.4 5.2 5.0 4.5 5.6
Purchase Intent 6.9 5.7 6.0 5.5 6.1 6.4
Novelty 6.3 6.1 6.9 7.5 6.2 6.9
Awareness 6.9 6.6 7.4 7.8 7.8 7.0

—  Found that Facebook was the most effective.

—  Women paid more attention to all three platforms
—  Television was more effective on men than women
[1] Source: h-p://www.neurofocus.com/pdfs/NeuroFocusVISAOlympicStudy_ARF2010.pdf
Companies who use Neuromarketing

AXE Body Wash

• Changed bottle to a more curvy
shape
• Changed the label to make it
stand out more
• Sales have increased about 5%
Companies who use Neuromarketing

Campbell Soup
—  Conducted a two year study with 1500 participants
—  Much controversy about altering their iconic logo
—  Decided to keep three original labels
—  http://www.fastcompany.com/1558477/campbells-
soup-neuromarketing-redux-theres-chunks-real-
science-recipe
Companies who use Neuromarketing
Frito-Lay
—  Wanted to target more women
—  Found shiny bags triggered an area of
the brain which linked the emotion of
guilt
—  Changed their bags from shiny to matte
finish
Neuromarketing in the Future
—  Brainwashing??
—  Consumers believe researchers are exploiting people
by creating addictions/cravings
—  Regulations?
—  Lack of scientific journals
—  Cost of Neuromarketing has significantly decreased
—  Increasing clientele
—  Googe, Hyundai, Walt Disney, Microsoft, Chevron,
Yahoo, PepsiCo

Overcoming tradi/onal approach ...
—  Consumer neuroscience is a phenomenon that has become an
important tool of marketing management when defining
customer driven strategies.

—  Neuroscience in the system of academic research, education
and commercial research as well

—  Marketers can benefit from interdisciplinary research

—  Neuroscience, neuroeconomics, neuromarketing

—  Sensory marketing and aroma marketing (sensory studies)
—  Visual merchandising
—  Virtual and augmented reality
 Enrichment of marke/ng by consumer
neuroscience, interdisciplinary rela/ons and new
technologies
(applied on food marke/ng)

Visual
Consumer
merchandisi
neuroscience
ng and
incorporated
neuroscienc
into product,
e
price and
incorporated
promotion
Marke into place

Sensory and ting Virtual and

augmented
aroma
analysis and reality and all
marketing customer
incorporated facing
into product technologies
and incorporated
promotion into
promotion
 To overcome the limita/ons of
tradi/onal research
As written by Hill & Simon (2010), all human beings use 3 part brain: visual, emotional
and rational. This gives the answer to differences between emotional versus verbal
response of customers/respondents in many research action situations. Such
limitations of traditional research can be overcome by using new research techniques
from the field of neuromarketing and consumer neuroscience:
—  Facial Coding measures how people feel. The human face registers a wide variety
of emotional states (facereader)
—  Eye Tracking measures what people see. It has wide variety of uses in
neuromarketing as it provides valuable indications of interest, attention and
attraction.
—  Electroencephalography (EEG) accounts the most popular neuromarketing
technology because of its relatively low costs and manageable equipment
requirements (Genco, Pohlmann & Steidl, 2013). It can measure moment-to-
moment changes and identify memory activation in real time.
—  Functional magnetic resonance imaging is considered as the best standard
method for neuroscientists, but at the same time as the least practical.


Learning by Doing Process:

From Classroom
to Neuroscience Lab and Real Store
Learning by Doing Process:
From Classroom
to Neuroscience Lab
and Real Store