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Breakout speaker Diana Lucaci, Founder of True Impact Marketing talks "Direct Mail and the Brain: New Insights from Neuroscience" at Canada Post's Think Inside the Box 2014 event. Diana Lucaci is the Founder of True Impact, a neuromarketing research and strategy firm serving marketers, market researchers and advertisers. Whether online or in print, all successful marketing and advertising campaigns begin and rely on a solid customer understanding. Knowing your audience makes a big difference when you're looking to stand out from the rest. Read Diana's presentation to gain a better understanding of the brain and how it opens the door to designing new experiences, optimized for the mind, that have a much higher change of converting. To learn more key insights on direct marketing and best practices, visit our blog: http://www.canadapost.ca/directmailworks For updates on future Canada Post events, follow us on Twitter: https://twitter.com/direct_cpc
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DIRECT MAIL & THE BRAIN
LESSONS FROM NEUROSCIENCE
Diana Lucaci Founder, CEO @dianalucaci
Best in Class Award, 2014
CONFESSION
4"
5"
EMOTION
LOGIC
7"OLD PARADIGM!
Think Do
8"
Feel Do
EMOTIONS DRIVE ACTION
POWERHOUSE OF EMOTION
9"
CUSTOMER INSIGHTS
11"
WHAT PEOPLE THINK
KNOWING WHO & WHAT
UNDERSTANDING WHY
BUT ACT ON HOW THEY FEEL
MAY SAY WHAT THEY THINK
NEUROSCIENCE TECHNOLOGIES
NEUROMARKETING Neuroscience!
EEG!fMRI!
Biometrics!Eye Tracking!Facial Coding!Heart Rate!Skin Response!
Visual Awareness
What is likely to be seen or missed.
Software analyses image, and predicts areas of visual focus.
80% - 90% correlation with eye tracking studies.
PREDICTIVE EYE TRACKING
PREDICTIVE EYE TRACKING (PET)
Perceived value and quality!Visual awareness!
Emotional engagement !Mental attention !
Visual focus !
EEG sensors collect brain activity. !Eye-tracking measures visual focus.!
EEG & EYE TRACKING
EEG & EYE TRACKING – IN ACTION
21"
SAMPLE RESULTS !
93!
The implicit opinion as per the EEG results show both attention and emotional activation trending downwards for the Hyatt app. When participants were asked what their most preferred phase of the user journey was, a strong majority chose the selection phase, which is in alignment with the emotional and attentional spike elicited during that phase. Both the Booking and checkout phases saw a drop in both emotion and attention, as users attempted to navigate numerous options and lengthy processes. The greatest response to repeat use was the 38% who stated that they will never use the app again, and 31% who will probably use it again in the distant future.
Overall Observations - Hyatt
EEG
Sca
le
User Journey
User Journey
Num
ber o
f Par
ticip
ants
HYATT
Emotion Attention"
Most Liked Least Liked"92!
The Hyatt app loaded quickly and the first image of father and son triggered a high emotional engagement. While it elicited the highest emotional activation point, a sharp decline followed in attention activation for the rest of the phases. Browsing for hotels significantly lowered the emotional engagement and attentional activation of the users, indicating either boredom or frustration. The downward trend continues until the checkout phase, which becomes the lowest point. According to the EEG results, both the emotional and attentional engagement decreased throughout the user journey.
EEG Results - Hyatt
HYATT
Emot
iona
l Eng
agem
ent
Atte
ntio
n Ac
tivat
ion
93!
The implicit opinion as per the EEG results show both attention and emotional activation trending downwards for the Hyatt app. When participants were asked what their most preferred phase of the user journey was, a strong majority chose the selection phase, which is in alignment with the emotional and attentional spike elicited during that phase. Both the Booking and checkout phases saw a drop in both emotion and attention, as users attempted to navigate numerous options and lengthy processes. The greatest response to repeat use was the 38% who stated that they will never use the app again, and 31% who will probably use it again in the distant future.
Overall Observations - Hyatt
EEG
Sca
le
User Journey
User Journey N
umbe
r of P
artic
ipan
ts
HYATT
Emotion Attention"
Most Liked Least Liked"
23"
Purchase Intent, Engagement, Salience, Familiarity, Confusion,
Jealousy!
Activation in the n. acc, MPFC, amygdala, etc. !
fMRI records blood oxygenation levels throughout the brain, in 3D. !
FUNCTIONAL MRI
DIRECT MAIL STUDY
Is there any difference between physical and virtual
media?
26"
TANGIBLE MEDIA
27"
• Becomes
embedded in memory
• Promotes positive brand association
• Deeper footprint in the brain. • More emotional processing. • Greater internalization.
28"
Millward Brown: Case Study Understanding Direct Mail with Neuroscience
©2009 Millward Brown
2
Right retrosplenial cortex Bilateral cerebellum
Medial FPC Posterior cingulate into para cingulate
Research Insights
The work conducted on this project, to study the brain’s
reaction to different forms of media, went to a level not seen
before in market research. Some of our key findings were:
Tangible materials leave a deeper footprint in the brainNote: This is not just because the physical materials stimulate
both sight and touch; the subtraction of brain signals from
the scrambled materials accounts for this.
o� Material shown on cards generated more activity within
the area of the brain associated with the integration
of visual and spatial information (the left and right
parietal).
o� This suggests that physical material is more “real” to
the brain. It has a meaning, and a place. It is better
connected to memory because it engages with its spatial
memory networks.
Physical material involves more emotional processing, which is important for memory and brand associationso� More processing is taking place in the right retrosplenial
cortex when physical material is presented. This is
involved in the processing of emotionally powerful stimuli
and memory, which would suggest that the physical
presentation may be generating more emotionally vivid
memories.
o� Physical activity generates increased activity in the
cerebellum, which is associated with spatial and emotional
NB The red area in the images of the brain represents greater oxygenated blood flow (and
hence activation) stimulated by physical ads. The blue areas are regions activated more by
virtual ads. The “cross hairs” highlight the named brain region.
Left parietal
Right parietal
processing (as well as motor activity) and is likely to be
further evidence of enhanced emotional processing.
Physical materials produced more brain responsesconnected with internal feelings, suggesting greater “internalization” of the adso� The medial PFC and cingulate are the parts of the
brain associated with emotional engagement. They are
activated more by physical materials.
o� The brain’s “default network” appeared to remain more
active when viewing direct mail. Activity in this brain
network has been associated with a greater focus
on a person’s internal emotional response to outside
stimuli. This suggests that the individuals were relating
information to their own thoughts and feelings.
While in no way denigrating virtual media, which clearly has
specific benefits in terms of targeting and interactivity, the
study does reveal that there is something special about the
physical medium.
DETAILED NEUROSCIENCE FINDINGS
Millward Brown: Case Study Understanding Direct Mail with Neuroscience
©2009 Millward Brown
2
Right retrosplenial cortex Bilateral cerebellum
Medial FPC Posterior cingulate into para cingulate
Research Insights
The work conducted on this project, to study the brain’s
reaction to different forms of media, went to a level not seen
before in market research. Some of our key findings were:
Tangible materials leave a deeper footprint in the brainNote: This is not just because the physical materials stimulate
both sight and touch; the subtraction of brain signals from
the scrambled materials accounts for this.
o� Material shown on cards generated more activity within
the area of the brain associated with the integration
of visual and spatial information (the left and right
parietal).
o� This suggests that physical material is more “real” to
the brain. It has a meaning, and a place. It is better
connected to memory because it engages with its spatial
memory networks.
Physical material involves more emotional processing, which is important for memory and brand associationso� More processing is taking place in the right retrosplenial
cortex when physical material is presented. This is
involved in the processing of emotionally powerful stimuli
and memory, which would suggest that the physical
presentation may be generating more emotionally vivid
memories.
o� Physical activity generates increased activity in the
cerebellum, which is associated with spatial and emotional
NB The red area in the images of the brain represents greater oxygenated blood flow (and
hence activation) stimulated by physical ads. The blue areas are regions activated more by
virtual ads. The “cross hairs” highlight the named brain region.
Left parietal
Right parietal
processing (as well as motor activity) and is likely to be
further evidence of enhanced emotional processing.
Physical materials produced more brain responsesconnected with internal feelings, suggesting greater “internalization” of the adso� The medial PFC and cingulate are the parts of the
brain associated with emotional engagement. They are
activated more by physical materials.
o� The brain’s “default network” appeared to remain more
active when viewing direct mail. Activity in this brain
network has been associated with a greater focus
on a person’s internal emotional response to outside
stimuli. This suggests that the individuals were relating
information to their own thoughts and feelings.
While in no way denigrating virtual media, which clearly has
specific benefits in terms of targeting and interactivity, the
study does reveal that there is something special about the
physical medium.
Millward Brown: Case Study Understanding Direct Mail with Neuroscience
©2009 Millward Brown
2
Right retrosplenial cortex Bilateral cerebellum
Medial FPC Posterior cingulate into para cingulate
Research Insights
The work conducted on this project, to study the brain’s
reaction to different forms of media, went to a level not seen
before in market research. Some of our key findings were:
Tangible materials leave a deeper footprint in the brainNote: This is not just because the physical materials stimulate
both sight and touch; the subtraction of brain signals from
the scrambled materials accounts for this.
o� Material shown on cards generated more activity within
the area of the brain associated with the integration
of visual and spatial information (the left and right
parietal).
o� This suggests that physical material is more “real” to
the brain. It has a meaning, and a place. It is better
connected to memory because it engages with its spatial
memory networks.
Physical material involves more emotional processing, which is important for memory and brand associationso� More processing is taking place in the right retrosplenial
cortex when physical material is presented. This is
involved in the processing of emotionally powerful stimuli
and memory, which would suggest that the physical
presentation may be generating more emotionally vivid
memories.
o� Physical activity generates increased activity in the
cerebellum, which is associated with spatial and emotional
NB The red area in the images of the brain represents greater oxygenated blood flow (and
hence activation) stimulated by physical ads. The blue areas are regions activated more by
virtual ads. The “cross hairs” highlight the named brain region.
Left parietal
Right parietal
processing (as well as motor activity) and is likely to be
further evidence of enhanced emotional processing.
Physical materials produced more brain responsesconnected with internal feelings, suggesting greater “internalization” of the adso� The medial PFC and cingulate are the parts of the
brain associated with emotional engagement. They are
activated more by physical materials.
o� The brain’s “default network” appeared to remain more
active when viewing direct mail. Activity in this brain
network has been associated with a greater focus
on a person’s internal emotional response to outside
stimuli. This suggests that the individuals were relating
information to their own thoughts and feelings.
While in no way denigrating virtual media, which clearly has
specific benefits in terms of targeting and interactivity, the
study does reveal that there is something special about the
physical medium.
NEXT STEPS
NEXT STEPS: ADD TEXTURE
30"
INTEGRATE WITH MOBILE
31"
PERSONALIZE
32"
33"
CONVEY AN EMOTION
CONCLUSIONS
TOUCHING SOMETHING • MAKES IT YOUR OWN • CLOSES THE DEAL • ADDS SURPRISE
• Engage more senses to trigger more brain activity • Personalize it to make it memorable • Engage their emotions to convert
36"
