Heather Andrew, Neuro-Insight: How can neuroscience power performance marketing? @ ad:tech 2016

How can neuroscience

power performance

marketing?

Neuroscience isn’t a silver bullet

There are lots of things you don’t need it for

But it has two areas of unique strength….

It removes the need for conscious response…

…. and helps probe media and context effects

Moving beyond

conscious

response

We can’t always say what we think

For example….

For example….

Our real responses are subtle

Or sometimes not so subtle

You won’t get all that from asking people

But it’s not just what we see; it’s how we see it

Probing media

and context

effects

We simply don’t know how context affects us

And yet it’s absolutely fundamental

Sound quality has a huge sensory impact

+ 42%

Different platforms work in very different ways

+ 51%

Screens elicit particular brainstates…

+ 48%

…and the interaction between them is crucial

+ 23%

Our brains can cope with all this very well…

…it’s just our means of measurement that can’t

Neuroscience isn’t the only solution…

… but it has a growing role in a complex world

Thank you

Any questions?