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Neuromarketing
How to detect consumers
G-spot
KIVILCIM KAYABALI
Neuromarketing
The science of human decision:
• Neurometrics
• BioMetrics
• Psychometrics

© Copyright

2002-2010

SalesBr...
Marketing

What do
you want?

© Copyright

2002-2010

SalesBrain

?
Neuro
Marketing

MRI

Facial coding

EEG

What do
you want?
Eye tracking
Skin
conductance

© Copyright

2002-2010

SalesBr...
Applied
Neuro
Marketing
STIMULUS

© Copyright

2002-2010

SalesBrain

yes!
Your brain

© Copyright

2002-2010

SalesBrain
Is there a Buy Button in The Brain
•

“The reptilian always win!” C. Rapaille
NeuroAntropologist

•

“The amygdala (reptilian) has more influence on the
cort...
Reptilian Brain

New Brain

•
•
•
•
•
•
•

•
•
•
•
•
•
•

500 M years old
Fast but limited
Present
on
Effortless
Unconscio...
24 x 17 =
?
Spiral or Circles
what stimulates

the reptilian
brain?
© Copyright

2002-2010

SalesBrain
Six stimuli

To the Reptilian BRAIN
© Copyright

2002-2010

SalesBrain
Six stimuli

© Copyright

2002-2010

SalesBrain
© Copyright

2002-2010

SalesBrain
YOU

© Copyright

2002-2010

SalesBrain
Six stimuli

© Copyright

2002-2010

SalesBrain
Contrast

© Copyright

2002-2010

SalesBrain
Contrast

© Copyright

2002-2010

SalesBrain
Six stimuli

© Copyright

2002-2010

SalesBrain
Tangible

© Copyright

2002-2010

SalesBrain

Parking
Tangible

© Copyright

2002-2010

SalesBrain

Mr. Clean
Six stimuli

© Copyright

2002-2010

SalesBrain
Beginning & End
“The secret to a good movie is a hot
opening, a hot close and…
…just don’t screw up in the middle.”

© Cop...
Six stimuli

© Copyright

2002-2010

SalesBrain
Visual

© Copyright

2002-2010

SalesBrain
Visual

© Copyright

2002-2010

SalesBrain
Six stimuli

© Copyright

2002-2010

SalesBrain
Emotional

© Copyright

2002-2010

SalesBrain
Emotional

© Copyright

2002-2010

SalesBrain
Emotional

Plutchik’s
Wheel of emotion

© Copyright

2002-2010

SalesBrain
DOES IT APPLY
TO
OTHER areas of
LIFE?
Visual
Leaks at
Amsterdam
Shiphol
airport urinals
…. reported a
80% decrease
in spillage!
© Copyright

2002-2010

SalesBra...
Beginning & End

Better Eating

Mary --Director of
Food services in a
school district-- feeds
2,000 kids a day….

…she can...
Contrast

Better Drinking

Tall vs Wide :

• Kids poured/drank 74% less juice
• Bartenders poured 27% less
© Copyright

20...
Tangible
Chicago
North Lake Shore

25 mph

© Copyright

2002-2010

SalesBrain

Better Driving
Emotional

Better Savings

In San Marcos CA, energy users decreased
their usage when they:
1. were informed of the average...
FROM 6 STIMULI

To four steps
© Copyright

2002-2010

SalesBrain
four steps
© Copyright

2002-2010

SalesBrain
NeuromapTM

© Copyright

2002-2010

SalesBrain
What if We all knew about the Reptilian!

TEacherS
Judges
Parents
Singles
doctors
Film Makers
Marketers
© Copyright

2002-...
Neuromarketing
The science of human decision:
• Neurometrics
• BioMetrics
• Psychometrics

© Copyright

2002-2010

SalesBr...
© Copyright

2002-2010

SalesBrain
Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)
Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)
Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)
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Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)

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Knowing exactly how consumer react and which are the hidden elements behind his decision process.

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Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)

  1. 1. Neuromarketing How to detect consumers G-spot KIVILCIM KAYABALI
  2. 2. Neuromarketing The science of human decision: • Neurometrics • BioMetrics • Psychometrics © Copyright 2002-2010 SalesBrain
  3. 3. Marketing What do you want? © Copyright 2002-2010 SalesBrain ?
  4. 4. Neuro Marketing MRI Facial coding EEG What do you want? Eye tracking Skin conductance © Copyright 2002-2010 SalesBrain Voice analysis
  5. 5. Applied Neuro Marketing STIMULUS © Copyright 2002-2010 SalesBrain yes!
  6. 6. Your brain © Copyright 2002-2010 SalesBrain
  7. 7. Is there a Buy Button in The Brain
  8. 8. • “The reptilian always win!” C. Rapaille NeuroAntropologist • “The amygdala (reptilian) has more influence on the cortex than the cortex has on the amygdala.” J. Ledoux Pr. Neuroscience NYU • “Although system 2 (neocortex) believes itself to be where the action is, the automatic system 1 (reptilian brain) is the hero of the book... most people choices correspond to the predilection of system 1.” D. Kahneman 2002 Economy Nobel Prize © Copyright 2002-2010 SalesBrain
  9. 9. Reptilian Brain New Brain • • • • • • • • • • • • • • 500 M years old Fast but limited Present on Effortless Unconscious uncontrollable 3-4 M years old Slow but smart past, Present, Future On/off effortful Conscious Controllable… somewhat! © Copyright 2002-2010 SalesBrain
  10. 10. 24 x 17 = ?
  11. 11. Spiral or Circles
  12. 12. what stimulates the reptilian brain? © Copyright 2002-2010 SalesBrain
  13. 13. Six stimuli To the Reptilian BRAIN © Copyright 2002-2010 SalesBrain
  14. 14. Six stimuli © Copyright 2002-2010 SalesBrain
  15. 15. © Copyright 2002-2010 SalesBrain
  16. 16. YOU © Copyright 2002-2010 SalesBrain
  17. 17. Six stimuli © Copyright 2002-2010 SalesBrain
  18. 18. Contrast © Copyright 2002-2010 SalesBrain
  19. 19. Contrast © Copyright 2002-2010 SalesBrain
  20. 20. Six stimuli © Copyright 2002-2010 SalesBrain
  21. 21. Tangible © Copyright 2002-2010 SalesBrain Parking
  22. 22. Tangible © Copyright 2002-2010 SalesBrain Mr. Clean
  23. 23. Six stimuli © Copyright 2002-2010 SalesBrain
  24. 24. Beginning & End “The secret to a good movie is a hot opening, a hot close and… …just don’t screw up in the middle.” © Copyright 2002-2010 SalesBrain George Lucas Film Maker
  25. 25. Six stimuli © Copyright 2002-2010 SalesBrain
  26. 26. Visual © Copyright 2002-2010 SalesBrain
  27. 27. Visual © Copyright 2002-2010 SalesBrain
  28. 28. Six stimuli © Copyright 2002-2010 SalesBrain
  29. 29. Emotional © Copyright 2002-2010 SalesBrain
  30. 30. Emotional © Copyright 2002-2010 SalesBrain
  31. 31. Emotional Plutchik’s Wheel of emotion © Copyright 2002-2010 SalesBrain
  32. 32. DOES IT APPLY TO OTHER areas of LIFE?
  33. 33. Visual Leaks at Amsterdam Shiphol airport urinals …. reported a 80% decrease in spillage! © Copyright 2002-2010 SalesBrain Better Cleaning
  34. 34. Beginning & End Better Eating Mary --Director of Food services in a school district-- feeds 2,000 kids a day…. …she can change the consumption of certain dishes by as much as 25% simply by changing the serving order. © Copyright 2002-2010 SalesBrain
  35. 35. Contrast Better Drinking Tall vs Wide : • Kids poured/drank 74% less juice • Bartenders poured 27% less © Copyright 2002-2010 SalesBrain
  36. 36. Tangible Chicago North Lake Shore 25 mph © Copyright 2002-2010 SalesBrain Better Driving
  37. 37. Emotional Better Savings In San Marcos CA, energy users decreased their usage when they: 1. were informed of the average neighborhood consumption (-3.5%) 2. and even more if they received a smiley on their bill © Copyright 2002-2010 SalesBrain
  38. 38. FROM 6 STIMULI To four steps © Copyright 2002-2010 SalesBrain
  39. 39. four steps © Copyright 2002-2010 SalesBrain
  40. 40. NeuromapTM © Copyright 2002-2010 SalesBrain
  41. 41. What if We all knew about the Reptilian! TEacherS Judges Parents Singles doctors Film Makers Marketers © Copyright 2002-2010 SalesBrain  Better education  Better Justice  Better families  Better relationships  Better Medicine  Better entertainment  It’s My job
  42. 42. Neuromarketing The science of human decision: • Neurometrics • BioMetrics • Psychometrics © Copyright 2002-2010 SalesBrain
  43. 43. © Copyright 2002-2010 SalesBrain

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