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Neuromarketing © TNS
Neuromarketing
Neuromarketing © TNS
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
Neuromarketing © TNS
The thinking man?
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Neuromarketing © TNS
Do Think Feel
THE OLD PARADIGM
Neuromarketing © TNS
THE EMOTIONAL REVOLUTION
DO FEEL THINK
Neuroscience,
TNS NeedScope
Observation, Questionnaires &
Surveys
Neuromarketing © TNS
New technologies in consumer research
6
Neuromarketing © TNS
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
Neuromarketing © TNS
TNS Emor uses the combination of three technologies I
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EEG, measures brainwaves.
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Output: RELEVANCE Is the message/stimuli emotionally engaging?
Neuromarketing © TNS
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.
2
1
0
-1
POS
NEG
How to read BIONAVIGATOR™ results RELEVANCE
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
RE
LE
VA
NC
E
NEGATIVE REACTION
POSITIVE REACTION
Neuromarketing © TNS
TNS Emor uses the combination of three technologies II
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GSR, measures skin conductance.
2
Output: ACTIVATION Is the message/stimuli activating and exciting for the viewer?
Neuromarketing © TNS
How to read BIONAVIGATOR™ results ACTIVATION
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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.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
HIGH
LOW
AC
TIV
ATIO
N
40
30
20
10
0
Activation Lack of activation
Neuromarketing © TNS
TNS Emor uses the combination of three technologies III
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Eye tracker (ET), measures eye movement.
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Output: ATTENTION What elements draw attention and cause reactions?
Neuromarketing © 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
Neuromarketing © TNS
Examples
Neuromarketing © TNS
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
Neuromarketing © TNS
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
Neuromarketing © TNS
TNS Emor: neuromarketing research clients
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Neuromarketing © TNS
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.
Benchmarks
Neuromarketing © TNS
"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.
Neuromarketing © TNS
Thank you!
Heidi Reinson
Consumer Behaviour and Neuromarketing Research Expert
+372 5621 4545
PS there is no „BUY“ button in the brain ;)
