Neuromarketing: The Future of Better Communications The Decision Making Process
By Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
The 3 Brains of Decision-Making
Subconscious to Conscious Thought
Understanding Customer Emotions Benefits the Entire Organization
Neuromarketing Applied to All Media
Top 3 Neuromarketing Applications
Optimize any communication to elicit positive emotions, and increase propensity to buy.
Take the risk and guesswork out of Marketing.
Ultimately understand what your customers want, before they express it.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
True Impact – Neuromarketing Process
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
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The Decision Making Process - Neuromarketing Overview
1. Neuromarketing: The Future of Better Communications
The Decision Making Process
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
2. Neuromarketing Explained
Neuroscience
Neuromarketing Marketing
Neuromarketing is a new form of market research, that uses Neuroscience tools
to measure the emotional impact of communication across all media, and
translate the findings into actionable Marketing recommendations.
2 www.trueimpact.ca
3. One Way to Look at It…
Neuromarketing Research
– Measures Emotions within the Brain. Traditional Market Research
– Measures Spoken Opinions.
Brain imaging metrics, with no questions asked.
People don’t say what they think.
Quick turnaround and no chance of asking the
wrong question. Time consuming exercise, prone to error.
Neuromarketing Strategy expertise for better Lack of actionable, corporate insights.
corporate direction.
Neuromarketing research is primarily used to measure emotions that drive
the decision making process. What is the decision making process?
3 www.trueimpact.ca
4. The 3 Brains of Decision-Making
New Brain
Middle
Sight, sound, smell, taste,
touch first processed in
Brain
the old and middle brain.
Old Brain
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5. Subconscious to Conscious Thought
Reptilian Brain 95% of decisions
• Heart Rate made here.
• Breathing
• Balance 1. Subconscious Thought
• Compulsive Behaviour • Fast processing.
• Emotion driven.
Limbic Brain • Cares about here &
now.
• Memories of Emotions
• Value Judgments
• ‘Gut Feelings’
Neocortex
2. Logical/Conscious Thought
• Language • Slow and effortful.
• Abstract Thought • Future focused.
• Imagination • Not primary driver of decision
• Consciousness making
Emotions are the driving force behind the decision making process.
What does this mean for your company?
5 www.trueimpact.ca
6. Understanding Customer
Emotions Benefits the Entire Organization
Understand what the customer values,
and create relevant communications.
Deliver customer value, and
Marketing
develop reputation as a company
who listens and cares.
Operations At the core is R&D
Neuromarketing
research and Provide products and
strategy, focused solutions with
on human values. differentiated value.
Understand
impact to bottom line.
Communicate consumer
Finance Sales value, and build better
relationships.
6 www.trueimpact.ca
7. Neuromarketing Applied to All Media
Marketing Examples of Challenges Result
Channels
Video Which communication resonates with Better, more relevant videos.
my target audience? Increase propensity to convert/buy.
When do viewers pay attention?
Online What do site visitors feel as they interact Higher click through rates rates.
- Website with your website? Deep customer understanding.
- Search How do you optimize the web Better user experience
- Social experience, to evoke positive emotion? Increased conversion rates.
- UX, IA
Printed Collateral What print format does the brain prefer? Compelling pieces of communication.
Does content resonate with your Increasing share-ability and download rates.
audience?
Events or F2F Does your booth display attract Use the right décor, communications or presentation
attention, and elicit positive emotions? style that your audience will love.
What do shoppers feel about your
event?
Consumer What label design is preferred by the Take risk out of failure to launch.
Packaged Goods brain? Identify the perfect imagery and shape, to appeal to
How does a customer feel while holding the brain.
your product?
… as well as fragrances, music, food, etc.
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8. Top 3 Neuromarketing Applications
1. Optimize any communication to elicit Industries
positive emotions, and increase propensity Advertising
to buy. Transportation
Industrial
Telecommunications
2. Take the risk and guesswork out of Information Technology
Marketing. Government
Non-Profits
And many more!
3. Ultimately understand what your customers
want, before they express it.
8 www.trueimpact.ca
9. Future of Neuromarketing
Deloitte predicts that the marketing and
advertising industry will likely have brains on
the brain for 2012.
(Source: Deloitte TMT Predictions 2012)
Future of Neuromarketing
1. Marketing 1.0: Product centered
Marketing 2.0: Consumer centered
Marketing 3.0: Human values centered.
2. Expand global understanding of the consumer
brain.
3. Science and Marketing practice meet.
(Source: Ale Smidts, Erasmus Centre for Neuroeconomics)
9 www.trueimpact.ca
10. True Impact – Neuromarketing Process
Marketing challenges.
Better For example, what do
communications customers really want?
campaigns!
Neuromarketing
Process
Neuromarketing Neuromarketing research
Strategy & measures evoked
emotion, attention and
Recommendations. memory.
Data collection
and analysis.
10 www.trueimpact.ca
11. About True Impact
True Impact provides Neuromarketing
research and strategy, to solve
Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
True Impact
Neuromarketing Research and Strategy
Toronto, Canada
11 www.trueimpact.ca
Hinweis der Redaktion
There’s a huge difference between what science knows and what business does. Neuromarketing allows science to optimize business investments.
Think of all the myths science disproved – much like mythbusters.
Neuromarkeing impact all these functions within the organization. Human values are what leads to a comprehensive business strategy, and value based culture.
Tune in for my radio interview – on June 4
Decisions making is based on emotions, before logic.Technologies like fMRI and EEG measure levels of activation in decision-making regions of the brain.Most importantly, insights from neural metrics are applied to the Marketing or Advertising strategy, and used to generate recommendations for better customer understanding.
TIM VisionHuman values centered - Neuromarketing can benefit the world (non-profit, government)Growing knowledge of the brain – Neuromarketing research must be shared to advance global understanding of decision making in the brain.Objective analysis – In time, there’s need for peer-reviewed research.