Neuromarketing:
new approach of marketing
research and how it can be used
in prevention activities
Neuromarketing
© TNS
The thinking man?
Neuromarketing
© TNS
2
Think
Neuromarketing
© TNS
Do
Feel
Even nowadays our conscious mind is only a tip of an iceberg
Neuromarketing
© TNS
4
We do not make decisions without emotions
Antonio Damasio,
Professor of Neuroscience
(University of Southern California)
Studied patients, whose ability to
understand and use emotions had
worsened because of brain damage.
Finding:
People are not fully rational decision
makers – on the contrary!
Conclusion:
Emotion is an inseparable and central
component in decision making.
Neuromarketing
© TNS
Behavioral experiment:
herd behaviour
Inevitably, the environment around us
influences our behaviour.
In particular, we take notice of how
others around us behave and/or
had behaved before us.
The mere presence of graffiti
doubles the number of people
littering.
Keizer et al "The spreading of disorder."
Science (2008)
Neuromarketing
© TNS
6
THE OLD PARADIGM
THE EMOTIONAL REVOLUTION
Think
FEEL
Neuroscience:
The Missing Link
Neuromarketing
© TNS
DO
Do
THINK
Feel
Observation, Questionnaires &
Surveys
We know that…
We use instinct when processing information and
making decisions
We are able to come up with explanations, but these
are often post-rationalisations
We can not explain our motivations at an aggregate
emotional level- what “feels right” to us
Neuromarketing
© TNS
What is neuromarketing?
Neuromarketing
Neuromarketing uses the theories and methods
of cognitive neuroscience to plan, execute and
measure marketing activities (e.g. assess TV
commercials) (Ale Smidts, 2002)
Neuromarketing research has been conducted for decades, just
without calling it neuromarketing. So it may be quite new for
marketing, but not for scientific research.
Neuromarketing
© TNS
9
Methodology
Neuromarketing
© TNS
Technologies used in neuromarketing
Reaction
times
Behavioral
experiments
Eye-tracking
Facial coding
EEG
GSR
fMRI
Neuromarketing
© TNS
11
TNS Emor uses the combination of three technologies:
EEG + GSR + eye tracking
1
EEG – RELEVANCE
2
GSR – ACTIVATION
3
Negative reaction
1
2
Neuromarketing
© TNS
Eye tracker – ATTENTION
Positive reaction
3
1
3
2
Neuromarketing
© TNS
13
Examples
Neuromarketing
© TNS
The effectiveness of anti-smoking campaigns
A
B
C
UCLA, 2012
Neuromarketing
© TNS
15
The effectiveness of anti-smoking campaigns: rational evaluations,
prefrontal cortex activity and reality
UCLA, 2012
Neuromarketing
© TNS
16
Testing of anti-alcohol campaigns
(Estonia, 2012)
TESTED MATERIAL
Antialko AD
„Terviseks“
TVC (50’’)
Antialko AD
„Neuron“
TVC (25’’)
SAMPLE
NUMBER OF PARTICIPANTS: 44
TARGET GROUP:
GENDER:
 50% female
 50% male
AGE:
 50 % 18-35 y.o
 50% 36-60 y.o
DATA PROCESSING ALGORITHM
Tallinn
April 2012
Neuromarketing
© TNS
17
„Terviseks“ results
RELEVANCE
RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
ACTIVATION
HIGH
LOW
CLICK TO
PLAY
N=44
RELEVANCE
INT. ref.
ACTIVATION
5.6
-4
LEGEND
INT. ref.
positive
neutral
negative
N/A not available
Neuromarketing
© TNS
18
„Neuron“ results
RELEVANCE
RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
ACTIVATION
HIGH
LOW
CLICK TO
PLAY
N=44
RELEVANCE
INT. ref.
ACTIVATION
5
LEGEND
INT. ref.
4.8
positive
neutral
negative
N/A not available
Neuromarketing
© TNS
19
Testing of anti-speeding campaign
TESTED MATERIAL
(Latvia, 2012)
VALIM
SAMPLE
NUMBER OF PARTICIPANTS: 66
TARGET GROUP:
GENDER:
female, N=33;
male, N=33
DATA PROCESSING ALGORITHM
By Human Mind and Brain
Riga
December, 2012
NATIONALITY:
Latvians, N=32;
Russians, N=34
AGE:
50 % 18-34 y.o
50% 35-60 y.o
Neuromarketing
© TNS
20
General results
RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)
Social 30’’ TOTAL SAMPLE, n=66
RELEVANCE
POS 1
0.5
0
-0.5
NEG
-1
ACTIVATION
HIGH 25
20
15
10
5
LOW 0
0
5
10
TOTAL SAMPLE
20
25
30
BENCH.REF.
RELEVANCE
2
ACTIVATION
7,2
positive
15
neutral
negative
Neuromarketing
© TNS
21
Does gender matter?
ACTIVATION
RELEVANCE
ACTIVATION
RELEVANCE
WOMEN, n=33
POS
NEG
HIGH
LOW
MEN, n=33
POS
NEG
HIGH
LOW
0
5
10
15
20
25
30
GENDER BREAK
WOMEN
BENCH.REF.
MEN
RELEVANCE
14
-13
ACTIVATION
6,9
7,6
positive
neutral
BENCH.REF
negative
Neuromarketing
© TNS
22
Indirect actions and campaigns might be a good idea to consider
for changing behavior
Prof. Dr. Jürgen Gallinat
Neuromarketing
© TNS
23
Indirect actions and campaigns might be a good idea to consider
for changing behavior
Prof. Dr. Jürgen Gallinat
Neuromarketing
© TNS
24
Using neuromarketing research
Possibility to test the effectiveness of messages, independent of format:
 Testing concepts before ad production (TV)
 Input/feedback for producing the ad
 Comparison between alternatives
 Testing finished ads before media spending (TV)
 Input/feedback for changing or shortening the ad
 Effective planning of media spending
 Attention to details, second by second analysis
 Testing static material (print, outdoor)
 Input/feedback for re-arranging the elements, reducing noise
 Attention to details, second by second analysis
 Comparison between alternatives
 Combined with focus groups for a holistic and deep understanding of
consumer feedback.
The list is not exhaustive.
Neuromarketing
© TNS
What to take out from this presentation for preventive actions?
A campaign, that is created based on people’s rational
evaluations might not appear to be the most effective –
people prefer to stay in their „comfort zone“ and are unaware
of their unconscious reactions
Extreme intimidation does not work
Influencing can be indirect without directly saying what is
trying to be achieved
Neuromarketing
© TNS
26
Thank you!
1
Headshot
goes here
(black & white)
Kaidi Reedi
Consumer Behavior and Neuromarketing Research Expert
E-mail: kaidi.reedi@emor.ee
Neuromarketing
© TNS