Neuromarketing Webinar Final f

8/6/2019 Neuromarketing Webinar Final f

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Copyright 2011 The Nielsen Company Confidential and proprietary

Neuromarketing

Women of Tomorrow

September 22UpcomingWebinars


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Neuromarketing:Understanding the

Subconscious Drivers

Caroline Winnett, CMO

Andrew Pohlmann, Managing Partner

NeuroFocus, The Nielsen Company


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Neuromarketing

Todays NeuroFocus presenters

Caroline Winnett

Chief Marketing Officer, NeuroFocus

Caroline Winnett received her MBA from the Haas School of Business

at the University of California, Berkeley. She went on to found Albany

Associates, providing marketing services to corporate clients.

Subsequently, she was Publisher of Wilderness Press and Chief

Marketing Officer for BoardVantage. She sits on the boards of three

California corporations and is the co-author ofCorporate Governance:

Five Easy Pieces.

Andrew PohlmannManaging Partner, NeuroFocus

Prior to joining NeuroFocus, Andrew served in various senior leadership

roles at JP Morgan Chase, Washington Mutual, Citigroup and Alticor

specializing in corporate strategy, product development, business

development and marketing. He was a Partner with Meridian

Consulting, and his focus has spanned various industries assisting bothinstitutional and consumer clients in the Americas, Europe, Asia and the

Middle East. Andrew also helped launch BoardVantage, the leading

web-based communication platform for corporate boards.


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Neuromarketing

Poll question #1

Have you ever applied Neuromarketing to yourbusiness?

a) Yes

b) Noc) I dont know


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Neuromarketing

Uncovering the subconscious link betweenon-shelf and in-basket


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7 dimensions of the shopper experience

SHOPPEREXPERIENCE

INFORMATION

INTERACTION

ENTERTAIN-MENT

EDUCATIONSIMPLICITY

SELF WORTH

COMMUNITY


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Duke/Stanford Study:Can non-conscious activation of a goal influencebuying selection behavior at a later point in time?

Duke/Stanford Study

Subconscious impact on purchase behavior

Tanya L. Chartrand et al., Nonconscious Goals and Consumer Choice,Journal of Consumer Research 35, no. 2 (8, 2008): 189-201.


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Neuromarketing

You notice that it is time to throw away your

cotton crew socks and buy new ones.Consider these two options:

Hanes at$6.00 for 2 pairs

Hanes at$6.00 for 2 pairs

Nike at$5.25 for 1 pair

Nike at$5.25 for 1 pair

Duke/Stanford Study



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Impact on consumer choice

PERCENTAGE CHOOSING THE HIGHER-PRICED NIKE SOCKS

48.0%

19.2%

0%

20%

40%

60%

80%

100%

Prestige prime Thrift prime

none of the respondents

correctly guessedthe generalpurpose of the study orbelieved that incidental

exposure to words might havealtered their choice.

Duke/Stanford Study



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Neuromarketing

Neuroscientific methods to determinesubconscious drivers


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Poll question #2

Our brains process 11 million bits of sensoryinformation every second; how many bits of

information do you think our conscious minds can

handle per second?

a) Over 1 million

b) Between 5,000 and 50,000

c) Less than 100


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Neuromarketing

up to 64 sensors collect data

2,000 times every secondfully capture activity across

all brain regions

high resolution EEGmeasures brain response

eye-tracking andpupillometry pinpoint

hot zones

GSR(galvanic skin

response) confirms

emotion

neuroscienceapplied to marketing


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MEMORYformation and

strengthening of

connections in long-term

memory

ATTENTION

sustained focus and shifts in

focus over time

EMOTION

intensity of emotional

engagement


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market performanceindicators

AWARENESSindicates something is

understandable and

comprehensible

PERSUASION / PURCHASE INTENTindicates a likelihood of attitude or

behavior change

NOVELTYindicates something is new

and worth remembering


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Neuromarketing

Three distinct measurements enhancetraditional measurement

17

Video Realistic

Off-site

Mobile EEG

On-site

3D Testing

Simulator


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Testing brandperformance

Understanding anindividuals

sensory responseto a product

Understandingpackage design

and performance.

In-store displays,merchandising,

and circulars

PACKAGINGBRAND IN-STOREPRODUCT

NeuroFocus insights for Retail & ShopperMarketing


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Getting to ROI: Case studies


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Neuro-design to improve shelf performance

BEFORE AFTER


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Brain insights drove new design

Silver foil used onlyaround edges

Lime flavorshowcased

Harmonious choice offonts (two fonts vs. three)Uniform image behind text

Name visible onback of bottle

Clear bottle:

beer isvisible


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Immediate marketplace traction

-0.7

-0.6

-0.5

-0.4

-0.3

-0.2

-0.1

0.0

Lift from introduction of neuro-designed bottle

Share Point change Volume % change

New bottle introduction


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Marketplace validation groundbreakingstudy of in-market effectiveness and

pre-test effectivenessCorrelation between in-

market effectiveness andNeuroFocus metrics is 85%


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Practical applications of Neuromarketing


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Multi-sensoryexperiences stimulatemany regions of thebrain and greatlyenhance the shopping

experience.

Look beyond the usualvisual elements toconsider the impact of

touch, taste, smell andsound.

In-store: Boost purchases by engaging senses


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In-store: Round the edges


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Packaging: Connect whats outside withwhats inside

Subconscious desire for continuity

linking product at hand with the

place/ingredients/contributors from

which it is made

Brand attributes enhanced by

information knowledge of sourceequates to sense of quality


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On-shelf: Place products in environmentsreflecting how they will be consumed


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Display: Showcase the productcharacteristics

Appropriate materials

enhance the characteristics

of the products or displays.

Natural-looking materials

are especially important for

food product displays.


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Copyright 2011 The Nielsen Company Confidential and proprietaryNeuromarketing

Mirror neuron activationWomen respond strongly to images of people interacting


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Copyright 2011 The Nielsen Company Confidential and proprietaryNeuromarketing

Key Takeaways

Neuromarketing can be used to complement traditional researchand marketing approaches

Understanding subconscious factors can identify hidden andsubstantial improvements in the shopper experience

Engage the senses to improve shopper engagement and purchases

Align package design with emotional drivers to improve on-shelfproduct performance

Display products in theirenvironment of use to increase purchasepotential


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Neuromarketing

Q&A

Thank you for attending.

If you have follow-up questions or want more information, please

contact your Nielsen Professional Services Representative.

If you are not a current Nielsen client, please contact us by phone

or email:

Phone: 800-553-3727

email: [email protected]

OR if you have any questions regarding the content of this webinar,

you can also contact:

Caroline Winnett, email: [email protected] Pohlmann, email: [email protected]

Documents

Neuromarketing Webinar Final f