NeuromarketingMarketing Insights

Interactive ExpeditionJuly 11, 2012Kirby Gilliamkgilliam@lunaweb.net

Outline

1. Your brain and consuming2. Neuroscience 1013. Neuromarketing

a) Methods/Technologyb) Examplesc) Application to small businesses

4. Neuromarketing resources

Your brain runs on glucose.

Conscious vs Subconscious

Marketing

Traditional: “Which color do you like best?”

Neuromarketing: Put subject into fMRI and then ask “Which color do you like best?”

Neuroscience 101Frontal Lobe•Personality•Emotions•Judgment•Planning•Problem solving•Reward center

Parietal Lobe•Interprets signals from vision, hearing, motor, sensory and memory•spatial and visual perception

Temporal Lobe•Memory•Hearing•Sequencing•organization

Occipital Lobe•Interprets vision, color, light and movement

“activation”

Methods/Technology

• Biometrics• Eye Tracking• EEG• fMRI

biometrics• heart rate• respiration• Galvanic Skin Response

eyetracking

Electromagnetoencephalography AKA EEG

functional Magnetic Resonance Imaging AKA fMRI

Increased blood flow

Neuromarketing Examples

• Sands Research Kings Court 2012

• Coke vs Pepsi

Does Neuromarketing REALLY work?

Comparing Ad Campaigns A, B, C

Imaging predicted how the GENERAL population behaved as well!

Application to small businesses.

• Cost????

Quick Tips• Find studies already done online. • Target the reptilian brain:– The reptilian brain• is self centered• emotional• likes contrast• likes visual stimuli• likes tangible stimuli• remembers beginning and end

Online Content

• Make the first few lines shorter by adding an image

• Recommendation: 100 characters per line (optimal length for reading speed)

Neuromarketing is traditional marketing with technology.

• stores have targeted the reptilian brain to create a positive buying environment even before neuroscience technology was available.– Color– Shapes– Organization– Smell– Music

Neuromarketing Resources

Ethics Discussion

• Do you think neuromarketing is unethical?

Thanks for interacting!

Kirby Gilliamkgilliam@lunaweb.net

Bibliography• Images

– Titlehttp://www.google.com/imgres?um=1&hl=en&sa=N&biw=1600&bih=775&tbm=isch&tbnid=-BzF-lwduWTZnM:&imgrefurl=http://www.pazarlamadunyasi.com/Default.aspx%3Ftabid%3D5408%26ItemId%3D719&docid=nu-ylOBXFIDZrM&imgurl=http://www.pazarlamadunyasi.com/Portals/0/Ekim/neuromarketing.jpg&w=400&h=341&ei=ZDDiT5bgCMGo2wX1gJ21Cw&zoom=1&iact=rc&dur=310&sig=115191573235425074582&page=1&tbnh=128&tbnw=140&start=0&ndsp=34&ved=1t:429,r:8,s:0,i:112&tx=70&ty=82– Slide 3:

http://www.google.com/imgres?um=1&hl=en&biw=1600&bih=775&tbm=isch&tbnid=jLXyJ4OQ0wovCM:&imgrefurl=http://holydonuts.blogspot.com/2010/10/finally-proof-that-donuts-are-miracle.html&docid=sR_ZcaQ3vGBxOM&imgurl=http://cache.gawker.com/assets/images/lifehacker/2010/10/donut-brain.jpg&w=500&h=375&ei=fDPiT5TaNcaE2wWzic27Cw&zoom=1&iact=hc&vpx=893&vpy=149&dur=62&hovh=194&hovw=259&tx=147&ty=103&sig=115191573235425074582&page=1&tbnh=134&tbnw=181&start=0&ndsp=32&ved=1t:429,r:4,s:0,i:84

– Slide 4 www.wepagesthatsuck.com– slide5

http://www.google.com/imgres?um=1&hl=en&sa=N&biw=1381&bih=780&tbm=isch&tbnid=Px5ehwTlOnFeDM:&imgrefurl=http://tranquilitymindcoach.com/subconscious-vs-conscious-mind/&docid=A-ZqrzsOUIcDwM&imgurl=http://tranquilitymindcoach.com/wp-content/uploads/2011/09/tom1.jpg&w=243&h=300&ei=SHHjT_ycD4mi8QShu-iGCA&zoom=1&iact=hc&vpx=284&vpy=185&dur=2772&hovh=240&hovw=194&tx=147&ty=96&sig=115191573235425074582&page=1&tbnh=129&tbnw=100&start=0&ndsp=30&ved=1t:429,r:1,s:0,i:80

– http://www.google.com/imgres?um=1&hl=en&sa=N&biw=1381&bih=780&tbm=isch&tbnid=YlhI4m3ldJ4ywM:&imgrefurl=http://www.transcendlimits.com/power-subconscious-mind.html&docid=VVNrC2ptxJmRrM&imgurl=http://www.transcendlimits.com/image-files/subconscious-mind.jpg&w=500&h=375&ei=SHHjT_ycD4mi8QShu-iGCA&zoom=1&iact=hc&vpx=876&vpy=207&dur=987&hovh=194&hovw=259&tx=150&ty=108&sig=115191573235425074582&page=1&tbnh=120&tbnw=160&start=0&ndsp=30&ved=1t:429,r:5,s:0,i:92

– Slide 6, 7http://neuro.mediasauce.com/– Slide 9

http://www.google.com/imgres?um=1&hl=en&sa=N&biw=1197&bih=642&tbm=isch&tbnid=ZiES0RgISbwkRM:&imgrefurl=http://www.mayoclinic.com/health/medical/IM03440&docid=TPUUCRIrduQ9MM&imgurl=http://www.mayoclinic.com/images/image_popup/bn7_lobes.jpg&w=400&h=400&ei=hpf9T7PdC9LQqwH-qbmMCQ&zoom=1&iact=rc&dur=336&sig=103459387994404128462&page=4&tbnh=127&tbnw=127&start=68&ndsp=23&ved=1t:429,r:14,s:68,i:338&tx=63&ty=95

– Slide 10http://www.google.com/imgres?um=1&hl=en&biw=1197&bih=630&tbm=isch&tbnid=nfWE3MbXJ9_5IM:&imgrefurl=http://soiwasjust.blogspot.com/2010/12/brain-under-construction.html&docid=SxoTLA-Ja7M9DM&imgurl=http://4.bp.blogspot.com/_9PKjb_tLJ7A/TQ7KPitV-8I/AAAAAAAABvE/ECg3n0n5_Qo/s1600/ADHD-Brain-Under-Construction.jpg&w=424&h=283&ei=M5j9T6a_F8HlrQHT-K2LCQ&zoom=1&iact=rc&dur=274&sig=103459387994404128462&page=1&tbnh=117&tbnw=177&start=0&ndsp=20&ved=1t:429,r:4,s:0,i:87&tx=101&ty=67

– Slide 11 http://en.wikipedia.org/wiki/File:Gsr.svg– Slide 12

http://www.google.com/imgres?q=eye+tracking&start=121&um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&channel=fflb&biw=1253&bih=542&addh=36&tbm=isch&tbnid=KjgrMfUq7dsY-M:&imgrefurl=http://news.cnet.com/2300-11389_3-6240184.html&docid=V9jN36E2eFVCZM&imgurl=http://i.i.com.com/cnwk.1d/i/ne/p/2008/japantech1_550x384.jpg&w=550&h=384&ei=FvT6T-DYKJOK8QTn1bjRBg&zoom=1&iact=hc&vpx=895&vpy=91&dur=2698&hovh=188&hovw=269&tx=152&ty=145&sig=116511068856481520782&page=9&tbnh=159&tbnw=197&ndsp=17&ved=1t:429,r:5,s:121,i:119

– Slide 13http://www.google.com/imgres?q=eye+tracking&um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&channel=fflb&biw=1253&bih=542&tbm=isch&tbnid=g6UjDxbCK4Sc7M:&imgrefurl=http://evocinsights.com/blog/methodology-spotlight-the-benefits-of-adding-eye-tracking-to-usability-labs/&docid=MrHS9TmehgVe3M&imgurl=http://www.evocinsights.com/img/eVOC_Eye_Tracking_Data.jpg&w=655&h=290&ei=wvP6T4P1O4ak8QTH-pjwBg&zoom=1&iact=hc&vpx=217&vpy=156&dur=5922&hovh=149&hovw=338&tx=184&ty=47&sig=116511068856481520782&page=6&tbnh=107&tbnw=242&start=75&ndsp=16&ved=1t:429,r:12,s:75,i: 385

– Slide 14 http://www.google.com/imgres?q=eeg&um=1&hl=en&client=firefox-a&hs=B9u&rls=org.mozilla:en-US:official&channel=fflb&biw=1253&bih=542&tbm=isch&tbnid=Uz454dnnykl4cM:&imgrefurl=http://neurodevelopmentcenter.com/index.php%3Fid%3D39&docid=9YL3dPRDq3JcxM&imgurl=http://neurodevelopmentcenter.com/uploads/pics/eeg_traces_01.gif&w=495&h=356&ei=TOX6T9nUO4uO8wT87PnFBg&zoom=1&iact=hc&vpx=402&vpy=196&dur=129&hovh=190&hovw=265&tx=140&ty=118&sig=116511068856481520782&page=1&tbnh=152&tbnw=207&start =0&ndsp=12&ved=1t:429,r:2,s:0,i:144•Nuerofocus.com

– Slide 15http://www.google.com/imgres?hl=en&sa=X&biw=1197&bih=630&tbm=isch&prmd=imvns&tbnid=N9mAB92cdHIfMM:&imgrefurl=http://neuro.mediasauce.com/&docid=DP1dciyrmBDkNM&imgurl=http://neuro.mediasauce.com/images/fmri_machine.png&w=435&h=324&ei=Bpz9T4CLFsHYqAHB08CLCQ&zoom=1&iact=rc&dur=211&sig=103459387994404128462&page=1&tbnh=120&tbnw=160&start=0&ndsp=18&ved=1t:429,r:14,s:0,i:133&tx=89&ty=30

– Slide 16http://www.google.com/imgres?imgurl=http://psychcentral.com/lib/img/fmri_scan.jpg&imgrefurl=http://psychcentral.com/lib/2007/what-is-functional-magnetic-resonance-imaging-fmri/&h=200&w=164&sz=12&tbnid=4ErNiY7ufh_cMM:&tbnh=90&tbnw=74&zoom=1&usg=__XBH6c-Z7tDX1ZD8XKuBFRvRh8A4=&docid=NC0Mp5AbtQ4cnM&hl=en&sa=X&ei=M5z9T9umOMyQqwHtipW6Ag&ved=0CFgQ9QEwAg&dur=191

– Slide 17Video: http://www.sandsresearch.com/2012KingsCourt.asp

– Slide 18, 19, 20Anti smoking campaign study http://www.neurosciencemarketing.com/blog/articles/neuromarketing-ad-success.htm

• Info– Slide 3

http://www.fi.edu/learn/brain/carbs.html#brainpower– Slide 5

Lipton, Bruce with Steve Bhaerman, Spontaneous Evolution, Hay House, Carlsbad California, 2009.pgs.31-34Szegedy-Mazak, Marianne, "Mysteries of the Mind: Your unconscious is making your everyday decisions," U.S.News & World Report, February 28, 2005 (accessed in Burce Lipton's book October 2011)

– Slide 8 Video on http://neuro.mediasauce.com/

– Slide 13http://psychcentral.com/lib/2007/what-is-functional-magnetic-resonance-imaging-fmri/– Slide 17

Coke vs pepsi http://en.wikipedia.org/wiki/Neuromarketing– Slide 21

http://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html– Slide 22http://neuro.mediasauce.com/– Slide 23

http://socialtriggers.com/best-font-website/– Slide 24

http://socialtriggers.com/perfect-content-width/