On 20th October we explored how to employ neuroscience research techniques to drive marketing performance. Our industry experts included: Thom Noble, CEO, NeuroStrata Mev Bertrand, Research Manager, Neuro-Insight Will Nicholson, Managing Director, The Vision Network

1. Can Marketers Get to Grips with the
Human Condition
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2. Housekeeping
1. Talk to three people you haven’t met before
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3. Ask questions

3. Introduction

4. Our speakers
Thom Noble
CEO
NeuroStrata
Mev Bertrand
Research Manager
Neuro-Insight
Will Nicholson
Managing Director
The Vision Network

5. Thom Noble
CEO, NeuroStrata
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6. 6NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Power
2013 © NeuroStrata, Confidential and Proprietary.
Thom Noble
NeuroStrata
Oct 2015
Consumer
Neuroscience
Intro

7. 7NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.

8. 8NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Evolution of Market Research
1990s
1980s
1970s
1950s/1960
s
2000s
Shopper Insights
Social Media
Brand Equity
Structural Equation Modeling
Customer Value Analysis
Ethnography
Data Mining
Database Marketing
Blogs/Online Communities
Marketing Mix Models
Conjoint/Discrete
Choice
Semiotics
New Product Volume Forecasts
Market Structure
Focus Groups
Concept Tests
Copy Tests
Segmentation
2010s
Virtual Reality
Neuromarketing

9. 9NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
2013 © NeuroStrata, Confidential and Proprietary.

10. 10NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Neuro-Fact 1
The Non-Conscious dominates our perception & decision-making
“95% of the consumers decisions are
made at the non-conscious level.”
Dr. Gerald Zaltman, Harvard University
Executive Committee of Harvard
University’s Mind, Brain and Behavior
Interfaculty Initiative

11. 11NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Neuro-Fact 2
We are mostly on ‘auto-pilot’- our decisions are made without
us consciously being aware of how and why
11,000,000 Non-Conscious
50 Conscious
bits of sensory information per sec.

12. 12NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Neuro-Fact 3
Neuroscientists agree we use 2 very different ways to think
Implicit Explicit
System 1 System 2
Unconscious Emotion Conscious
Reason
Limbic
System
Pre-Frontal
Cortex
Associative
Very Fast
Effortless
Involuntary
Here&Now
Non-Conscious
RuleFollowing
Slow
Effortful
Controlled
Future Plans
Conscious

13. 13NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Patients with damage to emotional centres of
the brain struggle to make any decisions
despite having no change in IQ.
Prof. Antonio Damasio
Neuro-Fact 4
Emotions play a key role in every decision

14. 14NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Neuro-Fact 5
We can’t readily talk about these Non-Conscious & Emotional influences:
we are typically not aware of them.
• The very act of thinking about a feeling or
an emotion, changes it
• The more you think about it, the more it
changes it
• Traditional research relies on inducing an
articulated / actively ‘thought-about’
response.
• Unavoidably, such responses are thereby
filtered and distorted
• Newer, science-led techniques assess emotions pre-cognitively (non-
consciously) from either brain activity or physiological activity, without
the consumer having to actively consider a question

15. 15NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
System 1
System 2
Potentially, new powerful insights
Non-Conscious responses; instinctive reactions, at the root of perception
Provides the fuller picture

16. 16NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
(Very Simplified) Cognitive Timeline
What makes Neuro measures different
SYSTEM 1
IMPLICIT
Often referenced as:
Non-Conscious
Non-articulated
Pre-Cognitive
SYSTEM 2
EXPLICIT
Often referenced as:
Conscious
Articulated
Post-Cognitive
Expressed
Millisecs 100 200 300 400 500 600 700 800 900 1sec 1.1 1.2
OBSERVATION REACTION EXPRESSION
TraditionalNeuro
True Neuro
tools
measure this
phase
Traditional
tools
measure this
phase

17. 17NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Benefits of Neuro Testing
Evaluation-Insights-Optimization
1.Evaluates think / feel (not say) response
2.Quantified data, deeper-than-Qual
1.Cause and Effect triggers
2. Fresh, Deeper insights
3. More Accurate, More predictive

18. 18NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Tests cover Marketing, Innovation, Design and R+D
Ad Concept testing
Design
Optimization
Pack
Enhancement
Voice castingTV & Film TestingCasting
Flavour evaluation
Aroma evaluationTactile
response
Web site optimizationEvent testing
Shelf testing Experiential Testing Sponsorship fit with brand

19. 19NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Characteristics of Advanced, Neuro-literate Clients
• Journey of discovery
• Supplier partnerships
• Blended results
• Think and behave differently
• Accumulate neurological insights
• Leverage Best Practices globally
Neuro-Labs : daily conducting an array of marketing mind-science studies

20. 20NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
2013 © NeuroStrata, Confidential and Proprietary.

21. 21NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Increasing array of tools and techniques
MOTION
SENSOR
Insight
Neuro
Fascinating
Retail
S
a
f
a
r
i
Emotio
n
Behaviour

22. 22NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
3 Core Mind-Science Approaches
NeuroMetrics BioMetrics PsychoMetrics
Lion
Jungle
Tropical
Heat
Safari
Kenya
Safari
MOTION
SENSOR

23. 23NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
NeuroMetrics : Key Features
Measure activity directly from the brain
Sophisticated, Specialist, Hi tech
Deeper, richer response patterns
Strict protocols, unusual respondent experiences
Less scalable, slower turnarounds
Higher study costs
Harder-Core NeuroMarketing tools
eg fMRI + EEG-SST

24. 24NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Measure biological or physiological response
1. Wide array of tools
2. Measure moment by moment response
3. Some ‘lagged indicators’
4. Often combined with other tools
5. Relatively simple to administer, Webcam & Inhome
6. Automated reporting, Scalable, Fast
BioMetrics : Key Features
Eye Tracking + Facial Coding + GSR + Heart
Beat+ Breathing Patterns + MultiBiometrics
MOTION
SENSOR

25. 25NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Measure the mind’s associative response
1. Measure Implicit | Associative response
2. IAT Derived | Reaction Speed + Priming Tests
3. Specialist algorithms and study design
4. Relatively simple to administer
5. Web-based, Fast, Adaptable, Scalable
PsychoMetrics : Key Features
Implicit (Reaction Speed) Testing Tools
Kenzo
Innovative
Japan
Stylish
Saf
ari
Aspirational
Sensual

26. 26NeuroStrata 2015 © NeuroStrata, Confidential and Proprietary.
Any Questions?

27. Mev Bertrand
Research Manager, Neuro-Insight
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28. Advertising and
the brain

29. Steady State Topography (SST)

30. A key metric
Long term memory
encoding

31. Memory encoding links to behaviour

32. Memory encoding and ad effectiveness

33. Memory encoding and ad effectiveness
Male Viewers

34. Case study
Maximising memory
encoding response
to branding moments

35. Bird’s Eye’s TV ad

36. A few missed opportunities
“The Southern Pacific ocean” “Wouldn’t it be good if you could simply capture…”
1
1 2
2

37. A re-edit based on neuro-results

38. • Brand linkage up
from 8% to 44%
• Purchase intent up
from 23% to 51%
• Market share up
from 47% to 54%
The outcome

39. Thank you

40. To find out more…
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