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Consumer Neuroscience Using the Right Tool for the Right Question
Michelle Niedziela, PhDVP Research & Innovation, HCD
@HCDNeuroscience
NEUROMARKETING
Kahneman:Thinking, Fast and Slow2002 Nobel for Economics (shared with Vernon L. Smith) for Behavioral Economics
Speak & Act
Why are marketer’s interested in the non-conscious?
As we interact with the world around us, we take in information non-consciously. As we find meaning and importance in these inputs, we become consciously aware of them,
deciding how we will react.
Non-conscious Conscious
Deliberate& Analyze
DetermineMeaning &
ValueForm
Impressions
Kahneman:Thinking, Fast and Slow2002 Nobel for Economics (shared with Vernon L. Smith) for Behavioral Economics
Off the shelf tools…6
Biometrics Facial Coding
HappinessSadnessSurpriseFearAngerDisgustContempt
HRV – Attention
GSR – Arousal
press “e”idea1
press “i”idea2
Implicit Association
fEMG –Emotional Valence
“EEG”fMRI
EEGEyeTracking
The Research Question8
NeuroTip #1:Start with the research question.
The Research Question9
The Research Question10
§ Research pain pointsØ Is there a gap?
§ Who are we studying?§ Action standards?
NeuroTip #2:Always use the right tool for the right question
11
Using the right tool
Using the right tool12
press “e”idea1
press “i”idea2
13
§ Widgets & Ponies?Ø Method agnostic
§ How to identify a good provider?
§ Proper research design
Using the right tool
Integrate, Build the Story
NeuroTip #3:Build a story with multiple research
points.
14
Integrate, Build the Story15
§ Supplement current researchØ Neuro should not be stand
alone§ Data integration§ Informed conclusions &
interpretations
Integrate, Build the Story16
Key Take-Aways17
Start with the research question• Actionable insights• Design the right study
Always use the right tool for the right question• Method Agnostic• Tool Limitations
Build a story with multiple research points• Don’t forget to ask!• Integration of data
Visit our booth!18
ALLISON GUTKOWSKI
DR. MICHELLE NIEDZIELA
MARCELLA MARKMAN
Consumer Neuroscience Through Experience InnovationCorporate Headquarters
HCD Research, Inc.260 U.S. Highway 202/31, Suite 1000
Flemington, NJ 08822
Tweet with us! @HCDNeuroscience Visit our Blog: http://www.hcdi.net/blog/
