Neuro-research investigates product empathy and product memory. Neuro-research captures short and long term impact of product characteristics. Neuro-research measures instant arousal Activation), overall relevance and embedded associations (implicit attitudes) to brands and products.

1. SENSORY RESEARCH 3.0
HOW CAN NEURO RESEARCH BE USED TO BETTER PREDICT THE
SUCCESS OF A TASTE OR FRAGRANCE ?
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH

2. PEOPLE MAKE CHOICES RATHER UNCONSCIOUSLY

3. UNCONSCIOUS BEHAVIOUR = DRIVEN BY EMOTION

4. “DO AS I DO, NOT AS I SAY”
Neuro-research investigates product empathy and
product memory.
Neuro-research captures short and long term impact
of product characteristics.
Neuro-research measures instant arousal
(Activation), overall relevance and embedded
associations (implicit attitudes) to brands and
products.
4

5. CAN NEURO HELP TO BETTER PREDICT PRODUCT SUCCES ?!
IT HAS BEEN ESTIMATED THAT INITIAL LIKING OF BLIND PRODUCT
70-80% OF NEW PRODUCT DOES NOT GUARANTEE LIKING
INTRODUCTIONS FAIL WITHIN 1 OVER REPEATED EXPOSURE DUE TO
YEAR AFTER LAUNCH! CHANGES IN OPTIMAL LEVEL OF
INTENSITY*.
*(Vickers et al., 1998; chung et al., 2007; zandstra et al., 2000), complexity (berlyne, 1970; jellinek et al., 1979, 1983; levy et al., 2006), or arousal (dember & earl, 1957)

6. OVERVIEW OF NEURO-MARKETING TOOLS
INFORMATION
DEPTH
Electro- fMRI
Encephalogram
(EEG)
Facial coding Galvanic Skin
Response (GSR)
Eye-tracking
Reaction
Times (RT)
COMPLEXITY
6

7. THE ADDED VALUE IS IN THE MIX
NEURO
RESEARCH
OBSER- VERBAL
VATION QUANT
VERBAL
QUALI

8. WHAT DOES ROGIL MEASURE ?
EEG
GSR
ET RT
EEG & GALVANIC SKIN REACTION TIME
RESPONSE EYE-TRACKING MEASUREMENT
THE TEST PRODUCTS
ARE ALSO PROFILED
VIA QDA – EXPERT
PANEL

9. RESEARCH PROCEDURE
SENSORY BIOMETRIC CONSCIOUS &
STIMULATION MEASUREMENT SUBCONSCIOUS
EVALUATION - RT
Respondents taste the tested Biometric reactions are measured for Respondents’ conscious
product by eating a small 20 seconds after eating/drinking. opinions as well as
piece of it, drinking a sip of automatic, subconscious
beverage, or smell a prepared The most important is „the mental reactions are measured on
sample. aftertaste” – in other words what trace the given attributes.
the product is leaving in the brain after
The brand of tested product is the first bite/sip.
not known till the end of the
study.

10. WE TESTED A WIDE VARIETY OF PRODUCTS WITH NEURO-RESEARCH

11. FINDINGS

12. FINDING 1:
OUR BRAIN SHOWS HUGE DIFFERENCES
IN EMOTIONAL REACTION TOWARDS
‘BLIND’TESTED PRODUCTS

13. OUR BRAIN RESPONDS MORE POSITIVE TO SWEETER PRODUCTS
RELEVANCE RELEVANCE
INDEX INDEX
-15 +38

14. DIFFERENCE IN POSITIVE BRAIN REACTION IS OBVIOUS
COW MILK
HIGH
LOW
BELLE-VUE
HIGH
LOW

15. THE TASTE PROFILE OF CHERRY BEER (SWEET, INTENSE & PRONOUNCED) IS
TRIGGERING THE BRAIN INTENSELY. PRODUCTS WHICH INDULGE, HAVE A LONG
LASTING EFFECT IN THE BRAIN: KRIEK & CHOCOLATE DO SO , MILK LESS…
COLOR Deep bright red
Intense aroma of red cherry
AROMA
sweets
TASTE Pronounced cherry taste

16. FINDING 2:
MEN AND WOMEN’S BRAIN REACT
DIFFERENLTY TOWARDS PRODUCTS

17. THE BITTER TONES OF BLACK CHOCOLATE IS
MORE ENGAGING FOR MEN
RELEVANCE (EEG), ACTIVATION (GSR)

18. THE SOFT TONES OF MILK CHOCOLATE IS MORE
ENGAGING FOR WOMEN
RELEVANCE (EEG), ACTIVATION (GSR)

19. FINDING 3:
IT ALSO WORKS ON NON-FOOD:
OUR BRAIN DOES REACT DIFFERENLTY
ON FRAGRANCE OF FABRIC SOFTENERS

20. TESTED FRAGRANCES (BLIND SNIFF)
LENOR ROBIJN SILAN
EINDELOOS FRIS PUUR & ZACHT FRIS LENTEGEVOEL
(ENDLESS FRESH) (PURE AND SOFT) (FRESH SPRING
FEELING)

21. FRAGRANCES OBJECTIVE PROFILE
More intense Softer and more Fresh and perfumed
fragrance. powdery scent. Nature perfume
Very light floral. Smelling something (some flowery, very
FRAGRANCE
Some green keys. reminiscent of (soft) light fruity).
touch of soap. soap, baby powder… Slightly more
artificial.

22. MEN REACT MORE POSITIVE ON ROBIJN FRAGRANCE,
WHILE WOMEN REACT POSTIVE ON SILAN’S FRAGRANCE

23. WHAT DOES THIS MEAN FOR YOU?

24. ITS NOT ONLY ABOUT VERBAL LIKING: NEURO RESEARCH
CAN HELP DETECTING THE MOST RELEVANT PRODUCT
PROFILE FOR YOUR BRAND