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    Neuromarketing PPT Final

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    Nishant Kumar
    The document discusses neuromarketing and its use in studying consumer brand preferences. It describes a case study that used fMRI to examine brain activations when participants viewed images of food brand packaging. The study found a significant correlation between consumption of the Aldis brand and activation in brain regions involved in emotion and personal relevance processing. Only Aldis consumers showed this brain response, suggesting the brand triggered personal relevance for real consumers of the product. Neuromarketing can provide insights into unconscious consumer preferences and decision-making through tools like EEG, eyetracking and fMRI.

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    Neuromarketing PPT Final

    Uploaded by

    Nishant Kumar
    1K views50 pages
    The document discusses neuromarketing and its use in studying consumer brand preferences. It describes a case study that used fMRI to examine brain activations when participants viewed images of food brand packaging. The study found a significant correlation between consumption of the Aldis brand and activation in brain regions involved in emotion and personal relevance processing. Only Aldis consumers showed this brain response, suggesting the brand triggered personal relevance for real consumers of the product. Neuromarketing can provide insights into unconscious consumer preferences and decision-making through tools like EEG, eyetracking and fMRI.

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    the use of neuromarketing in brand

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    Neuromarketing Ppt Final

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    The document discusses neuromarketing and its use in studying consumer brand preferences. It describes a case study that used fMRI to examine brain activations when participants viewed images of food brand packaging. The study found a significant correlation between consumption of the Aldis brand and activation in brain regions involved in emotion and personal relevance processing. Only Aldis consumers showed this brain response, suggesting the brand triggered personal relevance for real consumers of the product. Neuromarketing can provide insights into unconscious consumer preferences and decision-making through tools like EEG, eyetracking and fMRI.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views50 pages

    Neuromarketing PPT Final

    Uploaded by

    Nishant Kumar
    The document discusses neuromarketing and its use in studying consumer brand preferences. It describes a case study that used fMRI to examine brain activations when participants viewed images of food brand packaging. The study found a significant correlation between consumption of the Aldis brand and activation in brain regions involved in emotion and personal relevance processing. Only Aldis consumers showed this brain response, suggesting the brand triggered personal relevance for real consumers of the product. Neuromarketing can provide insights into unconscious consumer preferences and decision-making through tools like EEG, eyetracking and fMRI.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 50
    At a glance
    Powered by AI
    The key takeaways are the definitions of neuromarketing and an overview of the document content which discusses neuromarketing techniques and applications.

    Neuromarketing is a technique that measures brain response to marketing stimuli like ads using tools like fMRI to understand unconscious consumer behavior.

    The aim of the study mentioned was to see if there is a correlation between declared consumption of a food product and activation of specific brain regions when consumers are presented images of their preferred brands.

    NEUROMARKETING

    SUBMITTED BY :-
    KHUSHI KUMARI
    MUSKAN GOSWAMI
    NISHA KUMARI
    NISHANT KUMAR
    PARIDHI MAHESHWARI
    PARINAY RAJ
    Neuromarketing Defined
    Strict Definition: Measuring brain response to marketing ads.

    Expanded Definition: Additional use of biometrics to include heart


    rate, breathing rate, and galvanic skin response.

    Loose Definition: Marketing tips/decisions based on neuroscience,


    neuromarketing, behavioral economics, psychology, etc. knowledge
    but not actual measures.
    The Use of Neuromarketing in
    the Study of Brand Related
    Mental Processes

    Case Study – Romanian Food Brands


    Brands
    Aldis is a Romanian meat &
    small goods processing
    company based in Europe.
    The company was founded
    in 1990
    Transavia is one of the leading
    companies in the poultry
    industry in Europe. It was
    founded in 1991. They offer
    two types of product range –
    Fragedo & Papane
    Agricola is a Romanian meat
    company. It was founded in
    1957. They have 4 brands –
    Agricola,
    Salbac, Europrod & Avicola
    Caroli Foods is a reputed
    company in the industry
    of poultry. It was founded
    in 1994. Today, Caroli
    Foods has 4 brands in its
    portfolio: Caroli,
    Campofrio, Sissi, Maestro
    and Primo with more
    than 200 products for all
    tastes
    Abstract
    • The aim of study was to see if there is a correlation between declared
    consumption of a food product and the activation of specific brain
    regions measured with fMRI when consumers are presented images
    with package of their preferred product
    • Study included 50 participants divided into approximately equal age
    groups and sex categories
    • It found that hemodynamic changes in the precuneus area of the
    brain were found to be positively correlated with whether or not
    participants consumed a certain brand, suggesting the brand
    triggered personal relevance
    Methods and Design
    • Using fMRI, activation of specific
    brain regions where found
    • A change is seen when consumers
    are presented images with package
    of their preferred product
    Participants
    • The study included 50 participants divided into approximately equal
    age group and fairly balanced sex categories
    • The age ranges , i.e., 25-34, 35-44, 45-55, involved 36%, 34% and 30%
    of participants respectively, whereby 48% were men and 525 were
    women
    Age Male Female

    25-34 years 9 9

    35-44 years 8 9

    45-54 years 7 8
    Brands
    Stimuli and Procedure
    • Participants were asked to fill a form to check if they met the
    inclusion criteria or not
    • After explanation of the fMRI procedure to the participants, the
    scanning started
    • In the fMRI scanner, participants were presented with images of the
    selected product from each studied brand, i.e., Agricola, Aldis, Caroli
    and Transavia
    • Each image was preceded by a fixation point located in the middle of
    the screen
    • The same selected image, of the same brand, was shown 3 times, for
    30 seconds each
    • After scanning, all participants filled in a questionnaire, indicating the
    products which they consumed regularly
    Results
    • In terms of total activations across all
    studies brain areas, there were no
    significant differences between
    products
    • Only Aldis consumers portrayed a
    genuine brand effect
    • The remaining products did not display
    a clear effect upon the brain
    • Based on the results from the consumption questionnaire, the order
    of preference:
    o Aldis : 62%
    o Agricola : 54%
    o Transavia : 46%
    o Caroli : 38%

    Statistical analysis found a significant correlation between consumption of Aldis products and cerebral
    activations in areas responsible with processing emotion and personal relevance, respectively.
    Brain activation in the precuneus (marked with a Brain activation in the caudate nucleus (marked
    white circle) with a white circle)
    Analyzing the results
    • Our study has found a significant correlation between consumption of
    Aldis products and cerebral activations in areas responsible with
    processing emotion
    • Specific products triggered activations in the brain areas for emotion
    only for consumers of those specific products and this effect was
    absent for non-consumers
    • A clear distinction real consumers of a product and those who don’t
    consume that particular product was made
    • Specific brain areas are activated only in smokers
    when seeing cigarette packages and not in ex-
    smokers
    • Neuro marketers have been quick to invert this
    finding and use ventral striatal activity as an
    indication that an individual likes something
    Measuring the Impact of
    Packaging with
    Neuroscience
    Neuromarketing and it’s
    Biometrics/Tools
    EEG: Measures brain waves to determine what parts of the
    brain are activated

    Eyetracking: Measures where a subject is looking

    FMRI
    • Functional Magnetic Resonance Imaging
    • Measures brain activity in real time
    • Vastly more expensive and cumbersome than EEG, but gives
    more accurate picture of the brain
    In peripheral vision, packs are similar
    Most
    shoppers buy
    the product
    they FIRST
    interact with
    Shopper understanding is

    essential

    A lot of shopping behaviour is sub-conscious


    Product

    And around product

    Most eye fixations in store


    are on or around the product
    PACK DESIGN IS
    THE SINGLE MOST
    IMPORTANT THING
    TO GET RIGHT FOR
    SHOPPERS

    Pack is KING
    Shopper brains follow a visual hierarchy
    80% OF THE SHOPPERS READ ONLY FRONT OF PACK
    MEASURING PACKAGE IMPACT
    WITH NEURO RESEARCH
    How we see a retailer shelf
    1 EYE-TRACKING 2 EEG 3 GSR

    What elements draw most Do these elements evoke


    Do these elements provoke
    attention and which elements are positive, neutral or negative
    physical activation?
    hardly seen? emotional engagement?

    ENGAGEMENT ACTIVATION
    WHAT

    Biometrics tools
    ICE CREAM STUDY
    PROTOTYPE PROTOTYPE
    CURRENT DESIGN ROUTE 1 ROUTE 2

    Test material
    BE NOTICED
    BEST PERFORMER

    Current ROUTE 1 ROUTE 2

    Engagement

    Activation

    Route 2 engage positively with shoppers and activate them


    Current Route 1 Route 2 Current Route 1 Route 2

    Area of Interest Engagement Activation

    Hertog Total

    SKU 1

    SKU 2

    SKU 3

    SKU 4

    Neuro reveals small differences between SKU’s


    Current Route 1 Route 2

    Engagement

    Activation

    Instant attraction
    3 sec. 100 97 97
    EQUAL
    BETWEEN
    Total attraction
    ROUTES
    15 sec. 100 97 97

    Same shelf impact however 2 route clearly engages better


    Clear
    contrast
    Brand name Tasty

    Indulgent

    Respondents can tag elements they like in the


    stimulus and elements they dislike in the stimulus.

    For each tag, they are asked to leave an explanation


    on what exactly they like or dislike about it.
    Dark brown Variant not clear
    not appealing

    How emotag works


    ROUTE 1 Pack element 1
    ROUTE 2

    Pack element 2

    Pack element 3

    Pack element 4

    Pack element 5

    Pack element 6

    Route 2 received more positive comments


    Indication for best design route
    Emotional appeal

    Stand out from shelf

    Level of engagement and activation per design route

    What does the pack communicate and what not

    => Explicit areas of pack improvement


    => Choose winning concept to launch

    What did we learn?


    Real emotional appeal

    Level of sub-conscious engagement on specific areas

    Level of sub-conscious activation

    => No claimed behaviour

    What’s NEW in what we learned?


    Further exploration to understand sub-conscious behaviour

    Low n needed to be quantitative

    Concrete output

    Combine with qualitative research

    Point of Sales touch points


    Ethical Concerns
    Either of the above two theories regarding neuromarketing lead to
    ethical issues

    • Should marketers have access to our unconscious minds?

    • Should the technologies be limited to adult consumers?

    • Who should determine standards and regulation?

    • Should businesses be forced to disclose use?

    • How can businesses be protected from faulty claims and large


    expenditures of money?
    The Truth
    Neuromarketing has potential to advance what we know about
    decision making much more quickly than academia

    Though not peer reviewed, Region of Interest is a review


    process. Firms or techniques that don’t work will be quickly
    discarded in favor of results

    Neuromarketing has just as much potential for good

    • Education
    • Producing better products
    • Creating better usability and design
    • Use by social movements
    • Educating consumers about their own
    irrational decision making
    Controversy: Pseudo-science
    Some claim neuromarketing is a pseudo-science because
    there is a paucity of information sharing. This lack of
    information is because:

    • Private vs. academic. No requirement for peer review.

    • Neuromarketing clients rarely release data or


    results to the public. Concerns about negative
    perceptions by consumers (mind-control, manipulation)
    and giving knowledge away to competitors.

    • Any “results” released to the public is in


    reference to ROI, not comprehensive.
    The Truth
    Lies somewhere in between. Neither pseudo-science nor mind control.
    It is morally ambiguous and complicated.

    Big business has already used marketing in harmful ways by targeting


    the animal brain, particularly when selling addictive substances.

    • Big tobacco.
    • Alcohol.
    • Big pharmaceuticals.
    • Video gaming industry.
    • Sex industry (sex sells when it’s selling sex!).
    • Gambling.
    Cautions on Application
    • As more proprietary data is gathered and released we can more
    confidently apply findings

    • Much is still unknown

    • The brain is complex, and results in a lab may not hold true in
    various real life contexts

    • Data from neuromarketing is still best used when triangulated


    with more traditional data such as interviews, questionnaires, and
    historical data

    • Level of engagement is the best predictor we have so far, but it


    is imperfect. It is not a cause and effect. Engagement does not
    guarantee conversion
    Conclusions
    • This study provided us a scientifically tested base of
    knowledge useful in designing this new marketing tool which
    has the objective of measuring unconscious reactions
    triggered inside the brain of a consumer by various
    marketing stimuli like logos, packages or advertisements
    • Neuro marketing tools give insights not only into what that
    person is thinking, but more importantly, into how they’re
    reacting to a specific product or advertising
    • This marketing tool will be able to make on-line evaluations
    and will measure the implicit associations made in the
    consumer’s brain relative to a brand/product
    THANK YOU
    Our quest is to understand
    the unconscious shopper brain better!

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