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NEURO-VATION STEPHEN YAP | June 2014
SHOPPER
Two Operating Systems in the Brain
Daniel Kahneman
Both Impact Decisions
Fast Unconscious
Emotional
System 1
Thoughtful Conscious Rational
System 2
Shopper behaviour is instinctive Shopper marketing is more than simply price and promotions.
Neuroscience capabilities enable a richer understanding of the shopper experience, in order to reduce the friction in shopping
System 1
I want it
System 2
No!
Why is neuroscience becoming more relevant to shopper insights?
Growing understanding of
the benefits
Neuro tools have become scalable and affordable
Emotional response continuum
System 2
Implicit
Self-complete surveys Interviewing
System 1
Facial coding
Biometrics
Eye tracking
EEG
fMRI
Least sensitive Least expensive Most Scalable
Most sensitive Most expensive
Least Scalable
Projective Techniques
Implicit Networks Intricate brain networks form the foundation for associations of images, feelings and intentions.
Implicit Reaction Time approximates how closely attributes are aligned.
The faster we respond, the stronger or more EMPHATIC the associations
Valentine’s Day
Gift
Need to Buy
Treat
Fattening
LOVE!
Craving
Peanut Butter
Implicit Reaction Time IRT™ Method
The essence of implicit or “emphatic”: measures strength of system 1
associations. Based upon speed of reaction time
Uniquely measures unconscious brand
or ad impact
Implicit goes beyond stated response - measures
unconscious strength of association for attitudes,
perceptions and intentions.
Why Implicit?
0
2 -2
1 -1
Completely disagree
Completely agree
Disagree Agree
Hard to tell
Measuring Unconscious Consumer Commitment With IRT
8% 13%
32%
55%
Brand A Brand B Brand C Brand D
“For Me”
Not on the Radar
Doubt/ Lip service
Niche Appeal
Confidence/ Owned
14%
70%
44%
72%
Implicit/ Emphatic Average Range
Explicit T2B
Implicit/ Emphatic
Rating Indicators
Low implicit
High implicit
High explicit
Low explicit
Niche Appeal
Confidence/Owned
Not on the Radar
Lip service
Hillary Clinton
Hillary Clinton
Emphatic Average Range +250 to -250
CARING
CHARMING
DIPLOMATIC
INTELLIGENT LEADER
MODERATE
PATRIOTIC POWERFUL
SHARES MY VALUES
TOUGH
TRUSTWORTHY VISIONARY
WOULD VOTE FOR
-700
-500
-300
-100
100
300
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
T2B EXPLICIT
IMP
LIC
IT I
ND
EX
Niche Appeal
Confidence/Owned
Not on the Radar
Lip service
Winning with
Case study from Spain heart and mind
Main approach
Main learnings
Surveys carried out in recent years show that Mercadona customers state a high degree of affinity to the brand
53% (T2B)
“Proud to shop here”
but…
When asked via IRT™ …
Emphatic 29% 53% Uncommitted 24%
Main learnings
Main learnings
Main learnings
20
What about the future?
Around the corner: In-store facial coding, touchscreen shopping, virtual shelves
To reduce the stress of shopping
Bringing us closer to delighting, predicting and influencing the shopper
