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Conscious Responses
olitical Correctness
ocial/ocietal Influence
ë ersonal Relationship
Influence
eelings
ttitudes
otions
ecisions
ehavior
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M er broadly used to describe the application of tools tasks/tests derived fro the fields of cognitive psychology and
neuroscience to easure biological (as opposed to psychological) reactions to (arketing) stiuli
M Roughly speaking ʹ basic consuer research using odern tools
M Measure brain/neural responses
M Neuroarketing focuses on easuring Iplicit or irect Responses vs plicit or poken Responses to tiuli
Where those ͞stiuli͟ are:
M Marketing strategies
M Counications
M dvertising
M New products
M isting products
M Neuroarketing offers:
Objectivity
n unfiltered easure of iplicit responses
Rigorously controlled environent
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raditional Marketing
Research
NeuroMarketing
Research
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Measures the electrical activity in the brain.
s different parts of the brain work to process different inforation and stiuli, the concentration of electrons liiting
electrical energy increases in those sections. he
picks up this increase or decrease in the brain.
s capture electrical brain ʹwaves at ~20,000 ties per second
M he
easures cognative engageent (is the consuer actively engaging with the stiuli that you are eposing the to)
and can differentiate between positive and negative reactions to the stiuli and it is very useful when tie specific data is
required.
i.e. participants enjoyed this particular scene of the advertiseent.
ense Internal atabase shows that a typical V pot gets viewers to engage cognitively within the first 57 seconds.
M
s tend to also uch ore portable than other, ore advance neuroarketing equipent (like the fMRI), and with recent
technological advances (http://www.esense.co/technology.php http://www.neurofocus.co/) have becoe uch ore
suitable for arketing research.
he new Neuroocus Mynd and esense and 24 are wireless ry
s which do not require the use of edical scullcaps,
sensor
el on the participants head and can even go over hair.
While both these products have fewer sensors than traditional (laboratorygrade)
s, they are less obtrusive, easier to work
with and accurate enough for arketing research purposes.
M Unfortunately the
coes up short when attepting to discern between ore cople, brain location specific things like
eotions or deeper eanings.
ecause
s function on the electrical occurrences in the brain it is difficult to triangulate where the electrical ipulse
originated fro, this akes deterining anything cople alost ipossible and highly unreliable.
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M ecords and easures electrical signals at the scalp in order to build a second by second picture of activity in the brain. It is
essentially a refineent of
, widely used in hospitals throughout the world, and has been validated by research and used in
clinical applications for over fifteen years.
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M fMRIs easure the blood flow (the heoglobin or white blood cells to be eact) in the brain.
he f in fMRI stands for ͞functional͟ as this type of MRI differs fro the traditional MRI because it takes tiesegented
iages to display change instead of siply taking an iage of what the brain or other body area looks like in a single oent.
M You can then connect the areas of the brain which are engaged to infer how they are reacting to the stiuli.
M fMRIs are better (still not great) at easuring detailed eotion
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M uyology (www.buyologyinc.co)
M ense
M pplied Research
M
allup & Robinson
M Innerscope Research
M Mindlab International
M Mindetic
M Mindign
M MW Research (MW/)
M NeuroInsight
M Neuroocus
M Neurosense
M One o One Insight
M ands Research
M ensory ogic
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M V + www.buyologyinc.co
M +
uyology Inc
205 eington ve., 17th loor
New York, NY 10016
M
+ 617 423 1400
M O+
ary I. inger Ͷ ViceChairan, ounding artner & Chief ecutive Officer
M
+
uyology Inc., the world͛s leading strategic neurological arketing copany, is in the business of quantifying, iproving, and
actively anaging sustainable relationships between brands and their custoers. uyology utilizes its proprietary global
arketing neuroscience database to develop rigorous fraeworks and tools that bridge science and business so as to
provide a provocative and proprietary understanding of consuer decisionaking and brand relationships. uyology helps
significantly enhance arketing͛s transforational business ipact.
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