This webinar presentation discusses using psychophysiological measures to better understand holistic consumer decisions. The presentation includes an introduction to applied consumer neuroscience, case studies demonstrating methodologies for testing products beyond just liking and intensity, and applications in communication research. Measurement tools discussed include surveys, biometrics like heart rate and facial muscle activity, eye tracking, and implicit tests.

1. Applications of Psycho-physiological
Measures in Holistic Consumer Decisions:
Using the Right Tool for the Right Question
Webinar Wednesday December 3, 12pm EST
Presented By:

2. 2
HOUSEKEEPING
Duration: 1 hour
Recording available within the next week
Questions?
•Use the Q&A box
•Twitter #HCDResearch/ @HCDNeuroscience
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3. Applications of Psycho-physiological
Measures in Holistic Consumer Decisions:
Using the Right Tool for the Right Question
Webinar Wednesday December 3, 12pm EST
Presented By:

4. Webinar Wednesday December 3, 12pm EST
Presented By:
Agenda
Introduction
Applied Consumer Neuroscience
Case Study: Methodology for Testing Beyond Liking and Intensity
Case Study: HCD Mindset™
Applications in Communication Research
Case Study: EmCodeRT™: Commercial Test
Open Floor for Questions

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Sponsor: HCD Research
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GLENN KESSLER
President
HCD Research
DR. MICHELLE NIEDZIELA
Scientific Director
HCD Research
MARCELLA MARKMAN
Vice President Communications and Sensory Research
HCD Research
HCD Research offers tools to support the creation of better products, packaging and communications targeted at consumers for market & product research. HCD provides consumer experience insights for at home, in lab and on the shelf research.
Mission Statement
•HCD Measures the response of consumers to all stimuli which creates the perceptions of brands.
•We focus on the consumer’s totality of brand perception , not only on specific elements of consumer experience
•We are technology and methodology agnostic
Positioning

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Background and Industries
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•Communications science company incorporated in 1991
•Conducts traditional and communications science research worldwide
•Applies research methods to study positioning, messaging, concepts, etc.
•Multi-platform research
Consumer Packaged Goods
Financial
Media
Theme Parks
Food/Beverage
Health Care/Pharmaceuticals
Politics

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We use a suite of qualitative and quantitative tools to obtain valid scientific data that is comprehensive, insightful and actionable.
• Brain response – biometric measurements / eye tracking
• Linguistic response – surveys / in-depth interviews
• Behavioral response – intentions / decision making The approach enables us to assess consumer interaction with stimuli across all channels of the human experience.
HCD’s research approach is grounded in a holistic understanding of how the mind/brain processes and responds to stimuli combined with expertise in applying biometric, survey and behavioral data to help clients select the optimal choice.
What is the “HCD Difference?” Our emphasis is on integrating traditional and biometric data to help clients solve challenges with rich and actionable insights.

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Global Capabilities- Research Projects Conducted in the Past 2 Years
•We partner with trusted international associates to deliver the most accurate translations and recruiting globally.
•HCD biometric technicians are able to travel with our mobile biometric labs to any location.

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HCD Academic Background and Expertise
Dr. Michelle Murphy Niedziela- Behavioral neuroscience expert in neuropsychology, psychology and consumer science Dr. Paul Bolls, Ph.D.- Co-director of the PRIME (Psychological Research on Information and Media Effects) Lab at the Missouri School of Journalism. Dr. Bolls co- authored the first book on using biometric measures to study how the mind processes media, "Psychophysiological Measurement and Meaning: Cognitive and Emotional Processing of Media“ Dr. Steven Struhl- Expert in advanced research methods. Steven is the author of Market Segmentation: An Overview and Review, as well over 25 articles on multivariate analysis, computer software, and psychology. Dr. Arthur Kover- Former editor of The Journal of Advertising Research, and is a Management Fellow at the Yale University School of Management.
Experts on Staff

10. Applied Consumer Neuroscience

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Applied Consumer Neuroscience
How do people see, interpret and behave in the world?
Non-conscious
Conscious
Speak & Act
Deliberate & Analyze
Determine Meaning & Value
Form Impressions

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Breaking out of the Black Box
Input
Output
Black Box
While neuroscience was supposed to break us out of the “black box” of understanding the consumer experience, much of “neuromarketing” has put us back into the box by using questionable methodologies, a focus on emotion alone, & little integration with traditional market/consumer research.
Visit our blog to read more about my thoughts on using neuroscience properly: hcdi.net/blog

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Combination of traditional measures, biometrics and contextual psychological testing show us how the consumer is perceiving, evaluating and responding to stimuli.
Implicit Testing
- Cognitive tests to assess constructs
Priming
- Setting and measuring context
Eye Tracking
- Measuring attention
Heart Rate
Skin Conductance
Facial EMG
EEG
Psychophysiological Research
Contextual Testing
Interview
Focus Group
Survey
Concept Test
Traditional Research
Applied Consumer Neuroscience

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Products are experienced via sensory systems like sight, smell, taste, touch and sound – 5 dimensionally. This experience forms impressions in the brain that affect mood and arousal levels while setting a context for the product.
Mood
Type of experience (positive or negative)
Arousal
Level of interest stimuli is generating
Context
Product attributes (concept, branding, perception)
5D “Experience Innovation”

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Sensory Marketing

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Products are experienced via sensory systems like sight, smell, taste, touch and sound –
5 dimensionally.
Smell
Taste
Touch
Visual
Sound
Product1
Product2
Your Sensory Footprint

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We specialize in customized research designs to best address your research questions to optimize and deliver actionable results.
Implicit Testing
- Cognitive tests to assess constructs
Priming
- Setting and measuring context
Eye Tracking - Measuring attention
Heart Rate
Skin Conductance
Facial EMG
EEG
Psychophysiological Research
Contextual Testing
Interview
Focus Group
Survey
Concept Test
Tradiational Research
Research Design

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Pleasantness
Arousal
ACTIVATED
DEACTIVATED
UNPLEASANT
PLEASANT
Pleasant/Activated
Unpleasant/Activated
Unpleasant/Deactivated
Pleasant/Deactivated
Tense | Fear | Anger
Tired | Bored | Depressed
Calm | Relaxed
Excited | Elated
HAPPY | PLEASED
UNAROUSED
STILL | SLEEPY
SAD | UNHAPPY
AROUSED HYPER
Multidimensional Mood Map: 2D

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Approach/ Avoidance
Arousal
Emotional Valence
ECSTATIC
EXCITEMENT
SURPRISED
HAPPY
PLEASANT
NEUTRAL
ENJOYMENT
INTERESTED
Multidimensional Mood Map: 3D

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Shaded area = Emot. Target
Test Samples
Benchmarks
Pleasantness
Arousal
Pleasant
Unpleasant
Mild
Intense
Bored
Miserable
Angry
Afraid
Happy
Astonished
Glad
Relaxed
Tired
Content
Sad
Distressed
Disgust
HCD HedonicsPlusTM

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•Combining statistical methodologies (conjoint analysis, bayesian statistics, etc.) with applied consumer neuroscience to create actionable metrics for consumer understanding
HCDBioStat Metrics
•Evaluating higher-order psychological benefits (confidence, beauty, alertness, etc.) of products and communications using a combination of psychological and neuroscientific methodologies
HCDMindset
•Ingredient & product differentiation - novel methodologies for testing beyond liking & intensity for sensory testing (from flavors to fragrances, colors to sounds)
HCD BeyondHedonics
•Beyond applied consumer neuroscience - building consumer technical models for successful product development and developing research pipelines and programs for successful products.
HCD-CTM
•Experience Innovation - consumer sensory market research methodology using a holistic approach to consumer understanding via the senses, understanding consumer multi-sensory experience from in-store, in-hotel, in-car to in-plane environments
HCDWholeSense
•Holistic approach to understanding user experience from websites to consumer and medical products such as toothbrushes and self administered medical tests; a methodology for studying consumer product use
HCDneuroUX
•Multi-faceted research approach to determine optimal message/claim combinations for each of your audience segments
HCD MessageOptimizer
•Concept testing that combines neuroscience and HCD AdverTest (online quantitative tool) to evaluate concepts by measuring conscious, explicit perceptions of brand messages
HCD EMCodeRT
Latest Innovations: Optimized Research Designs

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Working with clients to build research programs for consumer understanding, identify innovation opportunities, and provide scientifically meaningful claims.
Building Consumer Technical Models
Experience Innovation
Project to Project
Identifying Need Gaps
Understanding Consumer Behaviors & Routines
Building Scientific Claims & Consumer RTB
Building a Successful Model
Building Consumer Technical Models

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Customized Research
Tell us about your product! In the comments/discussion section of this webinar, tell us about your product. At the end of the presentation we will explain how we would design around your product, consumers and questions.

24. Case Study: Methodology for Testing Beyond Liking and Intensity

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Many flavors/fragrances have similar liking scores.
How do you choose the best flavor/fragrance for your product?
Hedonics/Liking scores (9 point scale)
#129
#234
#362
#412
#594
#613
#745
#861
7.05
7.01
6.94
6.67
6.55
6.49
6.39
5.73
a
a
ab
b
b
b
b
c
Methodology for Testing Beyond Liking and Intensity

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Survey
Concept Test
Heart Rate
Skin Conductance
Facial EMG
Fragrance Alone
Concept Alone
Fragrance + Concept
0
2
4
6
8
10
Like
extremely
Like very
much
Like slightly
Neither like
nor dislike
Dislike slightly
Dislike very
much
Dislike
extremely
Please indicate how much you LIKE or DISLIKE this fragrance?
0
2
4
6
8
10
Very
appropriate
Somewhat
appropriate
Neither
appropriate
nor
inappropriate
Somewhat
inappropriate
Very
inappropriate
How APPROPRIATE or INAPPROPRIATE is this fragrance for a hand soap that is tough on dirt and cleaning yet soft and moisturizing on hands?
Methodology for Testing Beyond Liking and Intensity

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Fragrance Alone
A
B
C
Attention (HR)
NEUTRAL
FOCUSED
NEUTRAL
Arousal (GSR)
NEUTRAL
RELAXED
NEUTRAL
Emotion (fEMG)
POSITIVE
POSITIVE
NEUTRAL
Methodology for Testing Beyond Liking and Intensity
Concept Alone
“Priming”
Attention (HR)
INATTENTIVE
FOCUSED
FOCUSED
Arousal (GSR)
NEUTRAL
RELAXED
RELAXED
Emotion (fEMG)
NEGATIVE
NEUTRAL
NEUTRAL
Fragrance + Concept
“Appropriateness”
Attention (HR)
NEUTRAL
FOCUSED
NEUTRAL
Arousal (GSR)
NEUTRAL
AROUSED
RELAXED
Emotion (fEMG)
NEUTRAL
NEUTRAL
POSITVE
“liked”
“boring”
“liked”
“novel”
“liked”
“appropriate”
“comforting”
“exciting”

28. Case Study: HCD Mindset™

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By combining these tools, we are able to assess the consumer’s emotional experience for meaningful impact of a product and/or product attributes.
Beauty? Confidence.
Higher Order Benefits

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Heart Rate
Skin Conductance
Facial EMG
EEG
Emotion PreTest
Priming
EyeTracking +
Emotion PostTest
Priming
Eye Tracking
HCD Mindset™

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Using product attributes (fragrance/flavor, texture, colors) and messaging to drive emotions.
•Negatively primed participants expressed little interest in looking at own face, though it was an overall mixed emotional experience probably reflecting feelings of embarrassment.
•Positively primed participants were very engaged and interested with looking at own face. Positive priming also appeared to rescue re-test decreases in self- confidence found in negatively primed and control groups.
•These results are quite interesting, suggesting that negative messaging may not be damaging to self-confidence. Positive messaging, however, may attract the most interest in stimuli as well as increase overall feelings of self- confidence. This work could be very useful for designing products and positive communications in advertising. However, our sample size was small and therefore further study will need to be done to confirm these results.
HCD MindsetTM
Positive
Negative
Cognitive Priming
“Confidence”
Biometrics
Attention
Arousal
Emotion
Eye Tracking
Towards Liked features
Towards Disliked features
HCD Mindset™ as presented at Society for Neuroscience 2014

32. Applications in Communication Research

33. Case Study: EmCodeRT™: Commercial Test

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BIOMETRICS IMPACT SCORE
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Stopping Power
(First 6 Seconds)
Magnitude of the Orienting Response as a composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion* (Facial EMG) In The First Six (6) Seconds
•Extent to which an ad is likely to succeed at capturing attention in a cluttered advertising environment
Sustained Positive Engagement
Composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion* (Facial EMG) For The Remainder of Exposure
•Extent to which an ad is likely to maintain attention and relatively strong levels of arousal with desired emotional response
Brand Immersion
Composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion (Facial EMG) During Branding Moments**
•Extent to which an ad evokes a brand-favorable response during presentation of the branding elements
Biometrics Impact Score
The Composite Score of All Three Metrics
* The use of Positive Emotion as measured by Facial EMG is determined by the Creative Brief
** All ads featured a single primary branding moment in the last 6 seconds of the exposure.

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EXECUTIVE SUMMARY: COMMUNICATION SNAPSHOT
Commercial 1
Commercial 2
HCD Benchmarks/
Norms
Biometrics Impact Score*
1.3
7.6
3.7
Stopping Power
1.2
0.8
1.5
Sustained Positive Engagement
0.2
2.9
0.7
Brand Immersion
-0.1
3.9
1.4
Commercial Advertising Impact Score (CAIS)
17.0
19.7
18.2
Brand Recall (First Mention)
19%
21%
18%
Key Selling Message (Unaided)
19%
13%
n/a
Claimed Positive Emotion Felt
81%
93%
83%
Likelihood to Seek Additional Information (Top 2 Box)
22%
30%
Likelihood To Use product More Often Or Get A New One (Top Box)
19%
26%
n/a
Indicates statistically significantly superior/inferior to the HCD Norm
*Composite measure of Brand Positive Stopping Power, Sustained Positive Engagement and Brand Immersion
•Commercial 2 is an emotionally engaging communications vehicle as it achieves a Biometrics Impact Score of 7.6. Commercial 1 is also consistent with HCD Norms across key dimensions of cognitive communication and call-to-action.
•Commercial 2 is not as effective in telling an emotional story, as it achieves a CIS score of 1.3 which is directionally lower than the HCD Benchmark. This translates into lower call-to-action and perceptions of inspiration.

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COMMERCIAL 1: STOPPING POWER* (BIOMETRICS DURING FIRST 6 SECONDS)
•Commercial 1 achieves Stopping Power that is slightly above the orienting response benchmark of 1.0 mostly driven by the face shots and the racer helmet shot.
–There is an interruption in this attention between seconds 2 and 4, where viewers are switching to memory retrieval vs. encoding details on screen. This does not seem to detract from Stopping Power for this commercial.
1.2
1.5
0
1
2
3
COMMERCIAL 1
HCD BENCHMARK
POSITIVE STOPPING POWER SCORE
(FIRST 6 Seconds)*
Magnitude of the Orienting Response*
-1
0
1
2
0
1
2
3
4
5
6
Heart Rate Change from Baseline
Attention
*1.0 is validated as a benchmark for a minimally significant orienting response, which is indicative of Ad Stopping Power. *Magnitude of the Orienting Response as a composite measure of Cardiac Deceleration (Heart rate), Arousal (GSR) + Emotion* (Facial EMG) In The First Six (6) Seconds.
SCENE 1
SCENE 2
SCENE 3
SCENE 4
SCENE 5
SCENE 6

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COMMERCIAL 1: SUSTAINED POSITIVE ENGAGEMENT* (BIOMETRICS)
Comparative sport scenes lose engagement, but viewers are paying attention to these scenes. They me struggling with this content.
Figure Skater is the most engaging content.
Branding moment slightly raises arousal, but attention slightly falls off.
-0.2
0
0.2
0.4
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Skin Conductance Change from Baseline
Arousal
0.2
0.7
0
1
2
3
4
COMMERCIAL 1
HCD
BENCHMARK
SUSTAINED POSITIVE ENGAGEMENT SCORE
Units of Positive Engagement*
Composite measure of Cardiac Deceleration (Heart rate), Arousal (GSR) + Emotion* (Facial EMG) For The Remainder of Exposure.
-2
0
2
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Heart Rate Change from Baseline
Attention
SCENE 1
SCENE 2
SCENE 3
SCENE 4
SCENE 5
Attention to the rest of the commercial is disrupted as shown by the alternating peaks and valleys over time. This detracts from engagement, which mostly occurs during comparative sports sequence.
Some viewers found aspects of the commercial unclear or confusing ,and dislikes center on the shots of other sports.
Focus returns once the skater is in full view. She works to re-engage viewers and sustain involvement through the end branding moment.

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COMMERCIAL 1: BRAND IMMERSION* (BIOMETRICS) AND BRAND RECALL
Viewers are not engaged with the brand. They are more focused on the skater. The skater does serve as a linkage to the brand and may help drive recall.
Brand Recall is at acceptable levels compared to HCD Norms, but could have trouble breaking through clutter against ads that have more visual branding or are more familiar.
Spotlighted Skater & Brand Logo Scene
The spotlighted skater pulls attention away from the brand logo and as a result, viewers are more engaged with the tagline.
19%
33%
9%
5%
20%
18%
69%
61%
63%
63%
82%
70%
1.4
0
1
2
3
4
5
COMMERCIAL 1
HCD
BENCHMARK
BRAND IMMERSION SCORE
Units of Brand Favorable Response
-0.1
*Composite measure of Cardiac Deceleration (Heart rate), Arousal (GSR) + Emotion (Facial EMG) During Branding Moments.
Attention is not fully dedicated to encoding the logo as heart rate is climbing and leveling off
Positive emotion is declining.
Brand Recall
All Mentions
First Mention

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COMMERCIAL 1: EMOTIONAL IMPACT OF AD ON BRAND & CALL-TO-ACTION
Commercial 1 increases positive emotion towards the brand.
Call-To-Action measures are at parity to HCD Norms, and nearly half claim to want to use product more often after seeing the commercial.
Pre-Exposure
Ad Exposure
Post-Exposure
0.14
0
0.05
0.1
0.15
0.2
COMMERCIAL 1
Positive Shift in emotional reaction to Brand (Biometrics)
Self Report Measure
(Top 2 Box)
Commercial 1
(n=150)
HCD Norm
Claimed Positive Shift In Brand
42%
47%
Is a Brand I Trust
59%
52%
Is a Brand For Me
53%
46%
Call-To-Action (Top 2 Box)
Commercial 1
(n=150)
HCD Norm
Likelihood to Use Product More Often
44%
n/a
Prompts Me to Seek Additional Information
22%
30%
Likelihood to Talk to Friends and Family About Commercial
29%
33%
Test Average
Indicates statistically significantly superior/inferior to the HCD Norm
BRAND LOGO SCENE

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COMMERCIAL 1: CONCLUSIONS & RECOMMENDATIONS
Key Moment
Finding
Recommendation
Stopping Power (First 6 Seconds)
Glimpses of skater’s face and preparing for her routine grabs attention.
The introduction of the racecar starts to lose focus, but it engaging.
None.
Skater’s routine is the Most engaging and positively charged sequence.
Any time the camera loses sight of her, there are short, quick declines in positive emotion and engagement.
Try to keep skater in plain view throughout routine.
Comparative sports sequence is disruptive to the flow of the story. The quick editing from sport to sport causes loss of engagement and some confusion.
It is hypothesized that the transition from the feminine face shots to more male oriented sports may also cause confusion.
Reconsider role of these scenes or try to simplify voiceover.
It may be beneficial to shorten the clips of the other sports and show more of the skater in between these clips.
Branding moment does not immerse audience into the brand. The scene is very dark and the pan away from the skater causes loss of engagement and positive emotion.
Consider a closer shot of skater finale and her smiling as the brand logo is introduced.
The commercial performs at levels near key Biometrics benchmarks, but the sequence of comparative sports disconnects the audience from the story which could detract from creating a strong positive emotional experience and connection with the brand and viewers could potentially opt out of watching.
The quick editing style and somewhat technical voiceover of the comparative sports causes loss of engagement and some perceptions of confusion as focus moves away from the skater.
The figure skater’s face and her routine are the strongest content. The routine is so positive that when it is over and the camera pans out from her, positive emotion declines. This carries over to the branding moment.
Opportunity exists to improve the emotional impact of the commercial:
SCENE 1
SCENE 2
SCENE 3
SCENE 4
SCENE 5
SCENE 6
SCENE 7
SCENE 8

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Capabilities
Traditional Measures
Cognitive Testing
Psycho-physiological Measures
Interview
Focus groups
Survey
Ethnography
Brand Recall
Concept
Appropriateness
Biometric
Eye Tracking
Facial Coding
EEG
HR
SC
fEMG
Phase I - Exploration
What does the consumer think about this idea/product?
✓
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What are product improvement opportunities?
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What design/elements deliver the optimal product?
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Is there white space in this product category?
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Who is my consumer?
✓
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What are the most highly valued product attributes?
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Phase II – Evaluation
What flexibility is acceptable?
✓
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Is my brand/product recognized by consumers?
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Is my brand correctly associated with my product?
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What is the mood perception of my product?
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What claims can we use in communications?
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Phase III – Validation
Is the product appropriate?
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Is this product detectably different from another?
✓
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Are my visuals (packaging, product, etc.) appropriate?
✓
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✓

43. GLENN KESSLER
Glenn.Kessler@hcdi.net
DR. MICHELLE NIEDZIELA
Michelle.Niedziela@hcdi.net
MARCELLA MARKMAN
Marcella.Markman@hcdi.net
Consumer Neuroscience Through Experience Innovation
Corporate Headquarters
HCD Research, Inc. 260 U.S. Highway 202/31
Suite 1000 Flemington, NJ 08822
Phone: 908-788-9393
Fax: 908-788-9393
Email: info@hcdi.net
Tweet with us! @HCDNeuroscience
Visit us at www.hcdi.net