2. MILLWARD BROWN NEUROSCIENCE PRACTICE
Goal: To integrate neuroscience and
psychology-based methods into the
research we do for clients
3. THE LIGHT DAWNS!
Dr. Pete Lunn ,
Economic and Social Research Institute, Dublin
Spring 2009
“The implications of
behavioural economics
are presently dawning on
consumer agencies.
Enlightenment has begun”
11. WE’VE INVESTIGATED MANY METHODS
Neuroscience Cognitive
Psychology
Physiology
Indirect measurements of responses
to marketing and brands
12. 0
200
400
600
800
1000
1200
1400
Cumulative Link + Facial Coding
sales to date
FACIAL CODING SUCCESS
0-1000 ads
in 15 months
Fastest ever uptake of a non-
mandatory innovation
&
2012 Award for Technology
Innovation and
Effectiveness
14. ADDS INSIGHT IN MANY DIFFERENT SITUATIONS
Highlighting the power of key
moments Optimising Ad length
First view
Second
view
Understanding wear-in and comprehension
15. Relationship
(R2)
with sales
effectiveness
60%
42%
73%
Persuasion rating only Dislike expressions only Persuasion + Dislike expressions
Increase in
explanatory
power due to
facial coding
High
persuasion =
greater sales
Low
Dislike
= greater sales
High persuasion
+ Low dislike
= greater sales
THE REAL POWER COMES FROM INTEGRATION