R.K. OHME WARTO MIEĆ MARZENIA 1
What our brains buy?
Advanced Technology in Advertising
To Whisper11.02.2010
Barcelona, Spain
LAB methodology is based on the latest findings from the areas of psychology, neuroscience and economy.
LAB has pioneered a brain-waves based (EEG)copy-testing research in Europe
Recently we won funding from the European Union (the Innovative Economy Program) to lead the most advanced biometric project in the world.
Information about LAB
2
Key areas of research for LAB are: TV copy-testing (biometric and traditional)Brand Image (conscious and unconscious)Purchase motives (conscious and unconscious)
We cooperate with prestigious advertising and research associations in EU and US
LAB has worked with over 100 companies, including major internationalbrands from across every market sector such as:
cosmetics, finance, telecoms, media, electronics, pharmaceutical,energy, automotive, etc.
Information about LAB
LAB biometrically testedover 4000 respondents and 1500 ads
LAB has conducted research in the USA, Australia, Poland, Germany, Russia, Spain, Romania and Guatemala. In Q12010 LAB starts biometric in Argentina, South Africaand Japan.
Who is Rafal Ohme?Rafal Ohme (PhD) is a professor of psychology, expert in persuasion and unconscious processing. In 1995-1996 he held the Fulbright Scholarship at Kellogg School of Management where he learned advertising. From1996 on he visited Department of Psychology at Stanford University, and researched unconscious processing and emotions.
He is a member of Advertising Research Foundation, American Advertising Association, European Academy of Advertising, Association of Consumer Research, NeuroPsychoEconomics as well as Association of Scientific Study on Consciousness, Society of Personality and Social Psychology, American Psychological Society, European Association of Experimental Social Psychology.
He wrote New Mind of Consumer (in press), Unconscious Affect (2007), Subliminal Facial Information (2003), and trilogy Automaticity (2001, 2003, 2003).
R&D explorations
5
European Advertising Academy
ESOMAR
American Advertising Association
AdvertisingResearch Foundation
Kellogg School of ManagementVillanova Business School
University of Pittsburg
INSAED ParisCopenhagen Business School
University of Amsterdam
EU co-funded
3600 respondents (720/country)2400 ads/16 prod. categ.
each product category:150 ads (30/country)
6
from January 2004 until April 2009
LAB tested
2,465 respondents and 823 ads
in BIO studies
30,165 respondents and 1,307 ads in TRA studies
US activity (since April 2009)
„You exceeded our expectations!”April, 29, 2009
- Nick HarringtonHead of P&G’s Cognitive Council
LAB is the only biometric company in the world…
that has managed to publish
its EEG method (NeuroTrace™)
in peer-reviewed
scientific journals
8
2. Theoretical framework
9
10
Principles of the Scientific Revolution in Business
• Homo aeconomicus is IRRATIONAL
• go BEYOND verbal declarations
• explore the UNCONSCIOUS
Homo sapiens is irrationalWe have received our name Homo sapiens (thinking man) a little bit in advance
Johann Huizinga (Dutch historian)
The assumption of rationality as the exclusive and sufficient basis for making consumer choices is wrong.
Homo aeconomicus is a whishfull thinking
11
A. SmithAristoteles
LangerKahnemann Loftus
2002 Noble Prize
winner in Economy, Daniel Kahneman(Princeton University)
Irrationality protects us,drives discoveries and innovations
J.S. Mill
Move beyond declarations
The end of consumers Surveys? „Advertising Age” - September, 15th, 2008
„Our consumers have been sending us messages for years that they are not interested in the traditional survey process”
Kim Dedeker, V-P external capability leadership, global consumer and market knowledge, P&G
„We continue to torture consumers with boring and antiquated search methods”
Donna Goldfarb, V-P consumer and market insights, Unilever Americas
12
Unconscious can be scientifically explored
UNCONSCIOUS is not about repressed sexual desires
UNCONSCIOUS is about neurophysiology, automaticity and implicit social cognition
neurophysiological analyses
automatic associations
affective iconic priming
perceptual / semantic fluency
indirect methods, e.g. experimental design
13
Academic Publications on NeuroTrace applications
Ohme, R., Reykowska, D., Wiener, Choromanska, A. (2009). Analysis of neurophysiological reactions to advertising stimuli via EEG and GSR measures. Journal of Neuroscience, Psychology and Economics.
Ohme, R., Reykowska, D., Wiener, Choromanska, A. (under revision). Application of frontal EEG assymetry to advertising research: Sony Bravia case.Journal of Economical Psychology. Special Edition: Decision in Neuroscience.
The instruments
15
Facial expression indicates whether ad is entertaining. EMG has been considered a powerful instrument to test voluntary (zygomaticus) and involuntary (orbicularis) facial muscle movements which respectively reflect social and genuine smile.
EEG registers variations in brain waves produced by cortex. It reflects consumers’ emotionalengagement.
EEG has excellent temporal resolution (1/1000 of a second). This enables to track down each single frame of an ad.
GSR registers variations in galvanic skin response. They are considered to reflect whether consumer got energized by the ad.
EEG electroencephalography GSR galvanic skin response EMG electromyography
16
EMOTIONAL
ENGAGEMENT index[computed from EEG measures]
when high - a brand image is likely to be enhanced
ACTION DRIVE index[computed from EEG/GSR measures]
when high - a purchase oriented behavior is likely
to be enhanced
LIKING index[computed from EMG measures]
when high – an ad is considered attractive
based on genuine and social smile
NeuroTrace™ consists of 3 sets of indices:
Emotions in the brainAlmost 30 years ago, Davidson and his coleagues(Davidson, Schwarz, Saron, Bennet, Goleman, 1979) suggested a model of emotions in which they argued that emotions are:
A- organized around approach – avoidance tendency &
B- differentially lateralized in frontal area of the brain.
The left frontal area is involved in the experience of positive emotions such joy, interest and happiness –the experience of positive affect facilitates and maintains approach behaviors.
The right frontal region is involved in the experience of negative emotions such as fear, disgust, and sadness; - the experience of negative emotions facilitates and maintains withdrawal behaviors.
17
(…) Research and marketplace findings over last 10-15 years have identified that the consumer’s emotional response toward the brand and / or the ad can be powerful motivator of consumption behavior (…) (Allen, Machleit, Kleine, 1992; Erevelles, 1998; Haley and Baldinger 1992; Journal of Advertising Research, 1999)
The major problem neuro research companies face
The problem
How to relate NEURO results to
CONVENTIONAL marketing
measures?
How to deal with the problem?
• Criticise the conventional research– NO
• Pretend that conventional research do not exist
– NO
• Integrate conventional research with neuro
– YES
4. Selected cases
19
SONY BRAVIA „The balls” 2005 campaign
Jose Gonzales – author of the music
What is so special about this ad? Its two secret
moments that made Sony big.
21
Is the ad engaging? Does the ad drive into action?EMOTIONAL ENGAGEMENT index (EEG) & ACTION DRIVE index (GSR)Is the ad entertaining? LIKING index (EMG)
A very famous ad. It has won many awards. Was created by the same ad agancy as the Cadbury Gorilla ad. It produces high EMOTIONAL ENGAGEMENT in all key strategic scenes (i.e. opening, benefit, product and brand exposures) and ACTION DRIVE in packshot scene. See next slides for more.
Two peripheral cues in the Sony BRAVIA ad
For comments read attachedSony Bravia case pdf file
more at: www.testdifferent.com
1
2 3 41
The FROG – a „magical” counterpoint!It has turned out the Frog is not only charming (artistically) but alsovery instrumental (i.e. enhances positivity toward product-benefit)
1 2 3 4
2
4
1
1
3
the trigger
Retail application
25
An ad can be effective even if it doesn’t entertain people
Consumers claim the ad is not interesting and is boring.
NeuroTrace™ predicts the ad will build brand image and driveconsumers to purchase. Theshelf test and actual salesconfirm these predictions.
26
N=45
Is the ad entertaining? LIKING index (EMG)
This ad is not very entertaining. Actually respondents react negatively (blue colors) or neutrally(yellow colors) throughout most of the time. But, contrary to common belief, the LIKING index isnot crucial in effective advertising for most product categories (see next slide)
27
N=45
Is the ad engaging? Does the ad drive into action?EMOTIONAL ENGAGEMENT index (EEG) & ACTION DRIVE index (GSR)
Crucial aspects of successful ad are: high EMOTIONALLY ENGAGEMENT (red colors) and high ACTION DRIVE in packshot scenes (purple blocks). This is a great ad – it enhances the brand and drive sales! Actually it is one of the most successful ads – sales-wise – in the history of Procter & Gamble!
28
Sometimes buying less media is more
Why pay for a 60 sec commercial during prime Super Bowl time when 30 sec’s is much better?
This finding was not detected by any of the standard research methods. OnlyNeuroTrace™ did it.
29
POSITIVE/NEGATIVE neuro-reactions to the PEPSI 60 ad WOMEN vs MEN
time (s)
positive reaction
emotional response average in the ad’s sequences
dynamics of emotional index recorded during the ad exposition
negative reaction
EMOTIONS
EMO
TIO
Nin
dex
11 neg
4 pos
30
POSITIVE/NEGATIVE neuro-reactions to the PEPSI 30 adWOMEN vs MEN
time (s)
positive reaction
emotional response average in the ad’s sequences
dynamics of emotional index recorded during the ad exposition
negative reaction
EMOTIONS
EMO
TIO
Nin
dex
2 neg (was 11)
9 pos (was 4)
31
February 2008
How georgeous George affects women and how men feel about it?
Is the ad engaging? Does the ad drive into action?EMOTIONAL ENGAGEMENT index (EEG) & ACTION index (GSR)
See enclosed motion spectrum:NESPRESSO_CLOONEY_engage_action.exe
32
N=40
LAB OBSERVATIONS: The ad induces much positive emotional engagement, mainly in response to the George Clooney scenes. We do not observe positivity when the brand is presented, however, these scenes generate strong action drive.
N=40
Does gender matter?EMOTIONAL ENGAGEMENT index & ACTION DRIVE index [gender split]
33
A great ad but… for women only. Men seem to envy handsome George. Poor chances they will buy the Nespresso machine.
Ad Mastering
34
Conclusion: BIOMETRICS will make marketing communication:
1. MORE PRECISE
2. LESS EXPENSIVE
35
New Era in Advertising
is about to begin
Other biometricapplications
36
October 2008
How would the same TV ad influence viewers when aired during various TV programs?
Bio-media planning
You know it already, but now we can see how stronga context effect is!
38
The same ad (from a product category X) is good for nothing during TV shows but works perfectly whenplaced during police documentaries! Moreover, this effect is also resembled by repondents purchasebehavior (see: Shelf-test results). The number of participants who decided to buy the category X product was almost doubled by the docu-dramas to compare with the „funnies”!
39
How TV programs alter reactions toward the same ad
39
SHELF-Test
SERIES
TV SHOW
INTERVENTION PROGRAM
R.K. OHME DAWID POKONAŁ GOLIATA 40
BIO-POLITICS
Official poll results regarding voting preference in the 2009 Nov 22nd elections, according to CCSB (Center of Sociological Research and Branding)
16
18
31
35
26
16
22
36
30,2
20,1
19,2
30,5
24
21,5
19,1
35,4
0 5 10 15 20 25 30 35 40
Others or udecided
CANDIDATE 3
CANDIDATE 2
CANDIDATE 1
Voting preference trendline
41
July 2009
August 2009
November 17th 2009
growth by 9 pp
November 01st 2009
July 2009
July 2009
July 2009
August 2009
August 2009
August 2009
November 01st 2009
November 01st 2009
November 01st 2009
November 17th 2009
November 17th 2009
November 17th 2009
LAB work result
Benefits of using NeuroTrace
NEURO TRACE™ can identify which A/V elements are likely to:effectively improve product benefits and brand image perception
activate purchase-related behavior irritate or disengage consumers NEURO TRACE™ objectively:
evaluates key-strategic A/V moments (e.g. What reactions are generated by the packshot and logo?
Which elements of the presented offer are the most attractive?)
reveals „creative magnifiers” imbedded in the ad
NEURO TRACE™ indicates ad effectiveness in terms of influencing different target groups.
Moreover, NEURO TRACE™ is perfect for:soundtrack and voice-over pre-testing ad mastering (e.g. how to shoe the product) it gives inspirations for visuals in print, outdoor, internet and POS communication Finally, NEURO TRACE™ gives reliable arguments for media planning: how to shorten the ad successfully? how to position the ad in the programming context?
42
When we manage to fully INTEGRATE neuro pre-tests with conventional research
our ability to develop relationships with consumers
will be limited only by our imagination
Contact details:LABoratory & Co
Headquarters:1825 NE 45th Street, Suite AFort Lauderdale 33308, FL, USA
Spain & Portugal:Daniel RazniewskiCountry Development [email protected]
44
Thank you