Impact of Mobile on Emotion & Decision Making - Plastic Mobile & True Impact Marketing

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  1. 1. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
  2. 2. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  3. 3. Impact of Mobile on E M OTI O N & D E C I S I O N MAKI N G JULY 18, 2013 Salome Salle hy @salomesallehy salome@plasticmobile.com Diana Lucaci @dianalucaci diana.lucaci@trueimpact.ca
  4. 4. I N T R O D U C T I O N
  5. 5. 15 We Wanted to Understand What People Really Feel About Mobile Apps
  6. 6. 15 So We Went Straight to The Source... The Brain
  7. 7. N E U R O M A R K E T I N G A B A C K G R O U N D E R
  8. 8. 15 95% of Behavior is Driven By Emotion
  9. 9. 8 Emotional Vs. Logical Brain
  10. 10. Feel Say Do
  11. 11. Feel Say Do
  12. 12. Feel Say Do
  13. 13. BUT ACT ON HOW YOU FEEL YOU SAY WHAT YOU THINK
  14. 14. Neuromarketing Neuroscience: fMRI, EEG Biometrics: Facial coding, Eye tracking, GSR
  15. 15. EEG & Eye Tracking Marrying Eye Tracking + EEG uncovers never seen before insights
  16. 16. Functional MRI 80% accuracy in predicting behavior.
  17. 17. WHATS BENEATH THE SURFACE HOW CAN WE PREDICT BEHAVIOR? HOW CAN WE OPTIMIZE CONTENT?
  18. 18. M O B I L E A N D N E U R O M A R K E T I N G
  19. 19. How We Met 18
  20. 20. What Does Neuromarketing Mean to Mobile?
  21. 21. What We Did 20
  22. 22. P I Z Z A P I Z Z A
  23. 23. Three Findings For New Perspective
  24. 24. Every Inch Matters FINDINGS & RECOMMENDATIONS
  25. 25. Findings: Images & prices are areas of focus Recommendations: Prioritize your content P I Z Z A P I Z Z A
  26. 26. 26
  27. 27. Apps Inuence Brand Perception FINDINGS & RECOMMENDATIONS
  28. 28. Before
  29. 29. Apps Enhance Brand Afnity After
  30. 30. Findings: For better or worse, apps can change brand perception Recommendations: Do it, but do it right P I Z Z A P I Z Z A
  31. 31. Engage Them When It Counts FINDINGS & RECOMMENDATIONS
  32. 32. P I Z Z A P I Z Z A SOMETIMES THE MOUTH & THE BRAIN DISAGREE -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.0 0.6 OPEN APP FIND ITEM SELECT ITEM CHECKOUT ENTER INFO
  33. 33. Findings: The right usability design can even make them love checkout Recommendations: Reduce hurdles at checkout P I Z Z A P I Z Z A
  34. 34. 34
  35. 35. W R A P P I N G I T U P
  36. 36. Your Customers are More Than Data
  37. 37. Small Screens Need Prioritization of Content
  38. 38. Get it Right With Good Insights
  39. 39. Enhance Any Experience With The Right Design
  40. 40. Neuromarketing Insights Can Guide Usability
  41. 41. L U N C H T I M E ? D I A N A L U C A C I @ d i a n a l u c a c i d i a n a . l u c a c i @ t r u e i m p a c t . c o m S A L O M E S A L L E H Y @ s a l o m e s a l l e h y s a l o m e @ p l a s t i c m o b i l e . c o m
  42. 42. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  43. 43. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry