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Conscious Responses

— olitical Correctness
— ocial/ocietal Influence
ë   — ersonal Relationship
Influence

— eelings
— ttitudes

  — otions
— ecisions
— ehavior

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M ˜er broadly used to describe the application of tools tasks/tests derived fro the fields of cognitive psychology and
neuroscience to easure biological (as opposed to psychological) reactions to (arketing) stiuli
M Roughly speaking ʹ basic consuer research using odern tools
M Measure brain/neural responses
M Neuroarketing focuses on easuring Iplicit or irect Responses vs plicit or poken Responses to tiuli
Where those ͞stiuli͟ are:
M Marketing strategies
M Counications
M dvertising
M New products
M isting products
M Neuroarketing offers:
Objectivity
n unfiltered easure of iplicit responses
Rigorously controlled environent

M ˜he arketer͛s task is to understand what happens in the custoer͛s


consciousness͙ [and/or unconsciousness] between the arrival of the
outside arketing stiuli and the ultiate purchase decision.͟
— otler and eller (2006, p.:184)

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M Over $18 illion is spent on Marketing Research annually


$6.7 illion spent in the U alone
M ͞˜he trouble with arket research is that consuers don͛t think how they feel, they don͛t say what they think, and they don͛t
do what they say͟
ʹ Ogilvy on dvertising
M ˜raditional arketing research Confounding ffects
G      ë  
—
roup dynaics — ehavioral change — eading questions
— Moderator bias — ittle control — ensitivity
— ubjective interpretation of — Inaccurate answers
behavior — elective responses

M rains are ore direct predictors of behavior


M rains absorb uch ore than what we are ͞conscious͟ of (spotlight of attention)
M otions are key drivers of behavior ʹ easy to iage in the brain, hard to articulate
M rains are less noisy than huan speech (behave ore siilarly)
M etter business decisions fro better understanding

M stiated 80%+ new products fail in Year 1͙.

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˜raditional Marketing
Research

NeuroMarketing
Research

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M ´uan eye has a visual field of ~200 egrees ( eripheral Vision)


M ~1% of that is G   
               
    

G
G

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$ ë 

66% ´uans  C˜ 66% of all the visual stiuli

5% ´uans ROC only 5% of the reaining (1%) stiuli

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˜here are 3 ain types of ye tracking


M iation ʹ  pause in eye oveent when the eye stops oving and fiates on a specific area
iations last fro 100—600 illiseconds (usually 350s)
M accade ʹ  quick oveent of the eye when it jups fro one point to another
accades are typically 20—40 illiseconds
uring saccades the eye does not send any visual inforation to the brain for processing
M Microcasscades, ˜reors, rifts ʹ hort sooth oveents used to adjust the eye during or
fiation to keep objects fro fading perceptually.

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M upil Centre Corneal Reflection ( CCR)


Use a infrared light to illuinate the eye causing highly visible reflections.
˜hen create the reflection patterns on the cornea and pupil of the eye and use two iage
sensors to capture iages of the eyes and the reflection patterns.
 odel of the eye is then used to estiate the position of the eye in and the point of gaze.

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M ˜he 
Measures the electrical activity in the brain.
s different parts of the brain work to process different inforation and stiuli, the concentration of electrons liiting
electrical energy increases in those sections. ˜he 
picks up this increase or decrease in the brain.

s capture electrical brain ʹwaves at ~20,000 ties per second
M ˜he 
easures cognative engageent (is the consuer actively engaging with the stiuli that you are eposing the to)
and can differentiate between positive and negative reactions to the stiuli and it is very useful when tie specific data is
required.
i.e. participants enjoyed this particular scene of the advertiseent.
ense Internal atabase shows that a typical ˜V pot gets viewers to engage cognitively within the first 5—7 seconds.
M 
s tend to also uch ore portable than other, ore advance neuroarketing equipent (like the fMRI), and with recent
technological advances (http://www.esense.co/technology.php http://www.neurofocus.co/) have becoe uch ore
suitable for arketing research.
˜he new Neuroocus Mynd and esense and 24 are wireless ry 
s which do not require the use of edical scullcaps,

sensor
el on the participants head and can even go over hair.
While both these products have fewer sensors than traditional (laboratory—grade) 
s, they are less obtrusive, easier to work
with and accurate enough for arketing research purposes.
M Unfortunately the 
coes up short when attepting to discern between ore cople, brain location specific things like
eotions or deeper eanings.
ecause 
s function on the electrical occurrences in the brain it is difficult to triangulate where the electrical ipulse
originated fro, this akes deterining anything cople alost ipossible and highly unreliable.

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M ecords and easures electrical signals at the scalp in order to build a second by second picture of activity in the brain. It is
essentially a refineent of 
, 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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M kin weat &


alvanic kin Response Measures —
alvanic kin Response is a easure of sweat through the skin's conductance
of electricity.
kin conductance is considered to be a function of the sweat gland activity and the skin's pore size. n individual's baseline
skin conductance will vary for any reasons, including gender, diet, skin type and situation. weat gland activity is controlled
in part by the sypathetic nervous syste. When a subject is startled or eperiences aniety, 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.)

M ´eart—rate ʹ Change in heart—rate to deterine arousal.

M Respiration ʹ change in breathing.

M Motion ʹ easures oveent and fidgeting.

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M fMRIs easure the blood flow (the heoglobin or white blood cells to be eact) in the brain.
˜he f in fMRI stands for ͞functional͟ as this type of MRI differs fro the traditional MRI because it takes tie—segented
iages to display change instead of siply taking an iage of what the brain or other body area looks like in a single oent.
M You can then connect the areas of the brain which are engaged to infer how they are reacting to the stiuli.
M fMRIs are better (still not great) at easuring detailed eotion

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M uyology (www.buyologyinc.co)
M ense
M   pplied Research
M
allup & Robinson
M Innerscope Research
M Mindlab International
M Mindetic
M Mindign
M MW Research (MW/ )
M Neuro—Insight
M Neuroocus
M Neurosense
M One ˜o One Insight
M ands Research
M ensory ogic

a 
 
M V   + www.buyologyinc.co

M  +
uyology Inc
205 eington ve., 17th loor
New York, NY 10016

M
 + 617 423 1400

M O+
ary I. inger Ͷ Vice—Chairan, ounding artner & Chief ecutive Officer

M     +
uyology Inc., the world͛s leading strategic neurological arketing copany, is in the business of quantifying, iproving, and
actively anaging sustainable relationships between brands and their custoers. uyology utilizes its proprietary global
arketing neuroscience database to develop rigorous fraeworks and tools that bridge science and business so as to
provide a provocative and proprietary understanding of consuer decision—aking and brand relationships. uyology helps
significantly enhance arketing͛s transforational business ipact.

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