Professor Arnaud Petre, Managing Director, BRAIN IMPACT &
Chairman, Neuromarketing Association - Belgium, looks at how neuroscience can help marketing at the IgnitionOne Automotive Summit, June 2014
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Neuro-design with a fMRI brain scanner, let's neuromarketing!
1. 11
Neuromarketing & Neuro-Design?
How to study the consumer’s emotional and decisional brain
PR. ARNAUD PETRE
NEUROMARKETING ASSOCIATION – CHAIRMAN (.BE)
MANAGING DIRECTOR BRAIN IMPACT
3. 10%
What I declare
“maybe what I think”
____________
90%
Non-conscious
World
“what and how
my deep brain
decide
I can’t tell about ”
NEUROMARKETING – MAIN PARADIGM
4. « WHAT I SAY »
Declarative Preferences
Slow Decision System
Weakly or un-correlated with Buyings
and Doings
mainly meta-cognition, confabulation and the « No Button »
« WHAT I AM »
Neuro-profile depends on thickness of
some deep brain areas
Correlates with Big5 Personality Test
Unconsciously Modulates people decision
e.g. big accumbens people are less influenced by
prestigious brand name
My Vision – 3 interacting World
« WHAT MY BRAIN
WANTS ME TO DO »
100% unconscious
Fast Decision System
Sex and Survival
“even to choose a jam jar!”
your proposals have to trigger there!
Frontal Cortex
Limbic brain
Accumbens
99%
1%
6. 1992
First human brain functional MRI
Blind test
preference
area more
activated by
Pepsi)
you’ll
choose Pepsi (
VMPFC
activation)
Cued test
No more preference
in the brain but
memory area is more
activated by Coca,
your Coke choice is
memory based and
not taste based !
D. Kahnemann
Nobel Price /
Economy 2002
8. 8
Neuro-tools
(invention - applied to marketing from)
Functional MRI (1992 - 2008)
Machine : 2,5 -10mln€
EEG-ERP (1875 - 1961)
Machine: 500€ -10 000€
Neuro - Tools?
and a lot of others neuro “looks like”
Others Behavioral stuff
Eye Tracking (1950 - 1960)
Facial Coding (1970-1979)
Galvanic Skin Response (1900-
1965)
ElectroMyoGraphy (1792-1961)
Cognitive Science
o IAT (1984-1998)
o Implicit Priming (1984-1998)
Management « Neuro Looks like »
o FRAP (e.g. SalesBrain)
Dry HeadSet EEG
< 100$ EEG
1-2 channels
f MRI
9. 9
FAQ EEG vs fMRI
EEG (from 12k€-50k€ /mission)
12 to 48 for dry headset measurements
points each +/-16msec (scalp only)
Could be Mobile, Mass Research feasible,
available nearly everywhere
Should not be too expensive (price is often
over-estimated )
NO UNCONSCIOUS EMOTIONAL OR
DECISIONAL MEASUREMENTS
Needs a lot of participants (30-50)
and a lot of repetitions
fMRI (from 25k€-100k€ /mission)
Until 1Mln measurement points in the whole
brain (each 100ms to 2 sec)
Full Access Deep Limbic and Decisional
Brain (Accumbens, Caudate N, Putamen,
Globus pal., Amygdala, Hippocampal, Insula…)
Not Mobile, Expensive,
Scare Resource & Few Specialists
NO MASSIFICATION ( no full representative
sample)
10. 10
Mirror + Eyestracker
3T fMRI Screen within the MRI
MRI Head Set, Joystick, Mouse.
What / Where / Why but How ?
11. 11
From Brain Activation to Functions
EEG (from 12k€-50k€ /mission):
Great for Visual & Attention
Vision
Attention
Global Engagement
Conscious Emotions
Pain / Surprise
fMRI (from 25k€-100k€ /mission)
Vision/ Perception/ Sensation
Cognition / Emotion / Decision
Buying and Behavioral
Intention…
Unconscious/Conscious
Emotions
Empathy
Trust
Vision/ Attention
Sex Appeal
Memory
Complexity / error detection
Reading or Music processing
Music
Taste Appeal / Smell Appeal
Danger
Disgust
Cost-Benefit (e.g. Price/Quality)
Negative and Conscious Thoughts
Branding Powerness
…
12. 12
EEG for
EEG
Fast snapshot of Visual/awareness impact
Local adaptation of existing commercials
EEG + Eyestracker
PoP/PoS
Print Advertising
fine-tuning of commercial / pack
fMRI for
fMRI
Brand & Product & Price Complex Interactions
Ad and commercials Testing and Com (re)positioning,
Product or Pack Design / Product taste or smell / Product R&D
fMRI+ Eyestracker
Shopper experience / Customer pathway
Pack or Product Design (+3DVR)
Shelf / PoP/PoS Design from scratch (+3DVR)
Web Site and Digital Apps Usability
12
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ESOMAR - BEST OF ANY TOOL AVAILABLE
“ fMRI offers the most in-depth &
extensive cognitive/emotional
assessment available ”
ESOMAR /36 questions to help commission
neuroscience/2011
17. 17
Cars and fMRI (Erk 2002)
|17
Estetic value prediction:
Given by Obrito-frontal cortex
(sport>berline>small)
Sport car activates more Reward Circuitry
and gives an higher Self Image
(Striatum-sex and decision related)
Small CarSports Berline
18. 18
|18
Luxury cars (Schaefer & Rotte, 2007)
Luxury goods activate more the reward and pleasure center (striatum)
Porsche deactivate DLPFC, you can’t « think » it’s turns you sex-motional
(activation of the pleasure, you love it!)
Opel brand deactivates the pleasure center and switch you on a rational
way
you will dislike it
Same car with or
Putamen (striatum)
is activated by luxury
value of a brand
20. 2020
Caudate Nuclei
best predictor of ‘Well Known’ sucessfull association with a brand
The emotional value of the ’Star’ is then given
to the brand (via MOFC activation)
MOFC (conscious
positive emotion )
(computes
cost / benefit)
22. 22
Guys, Do You prefer …
1 2
Sharp or Curved Design – 50% / 50% but …
Amygdala (fear area of the brain) is more activated
for sharp design (sharp= more injury risk)
- Small amigdala people are less sensible to anxiety and
will choose sharp one (i can manage risk i’m a good
mate attractive for sexual partner)
- Big amigdala people are more anxious and will
choose curved design
1
2
23. 23
5°Les Interfaces Digitales, les Apps et Sites web convertir
un max et augmenter l’ergonomie des applis
Comprendre pour Optimiser...DIGITAL WORLD fMRI+EyesTracker
24. 24
Which Popup* ?
Clic Intention
(eyes track reveal it is
to close Popup window!
0
10
20
30
40
50
60
70
80
90
100
Attention Memory
Overload
Visual
Impact
Positive
Emotion
Conscious
& Negative
Thoughts
Reading Errors
detection
Category benchmarks
*illustration
25. 25
Demo? We look forward to welcome you in our fMRI facilities and office in Brussels / Washington / Maastricht / Barcelona / Bangkok
For Any question
arnaud@brainimpact.eu
www.neuromarketing-association.com
26. 26
A FLOP STORY “Ik Bob Mee”
26This test is a fast snapshot based on 4 people (2Fr+2NL)
fMRI session/ confidence level p<0,001 / december 2013/Maastricht @brain impact
31. 31
What is the scientific background of the team ?
Neuro-blabla specialist or PhD in Neurosciences?
Good fMRI analyst /designer have at least PhD level in neurosciences and sc.
publications
Good EEG/ERP Analyst should at least have a Master degree (neuro-
psychology, Ir…)and some sc publications
Ethical accreditation (from State or University)
or at least compliance with NMSBA code of ethics?
fMRI : Insurance / clinical screening ?
What is the Neuro-tools & software specifications
EEG 8, 16, 32, 64 channels, dry or classical headset?
< 16 channels (electrodes) = toys…..
fMRI 1,5T/ 3Teslas/ 7Teslas or 9,4Teslas ,
Screen system (HD, LD?), embedded eyes tracker
What you should care when ordering
Neuro Marketing Research
32. 32
What you should care when ordering
Neuro Marketing Research
Number of mission a year and # clients using this specific Neuro-
tool (even for big agencies)
If #EEG or #fMRI < #other tools they probably don’t control properly the
technic and will invite you to do GSR/ eyestracking …
Repetition and Number of Participants
EEG min 30 people X 20 repetitions od each tested material
fMRI min 20 people X 5 repetitions (for Event/RFX design)
Results
Speak about “ Limbic' brain” or really measure and trigger it?
How many human functions (brain curves),
How are those brain curves computed
Network view (ok) / or buy button view (not ok)
Data normalization between subject and mission ? (we all have different
brains)
Statistic confidence level (EEG>95%, fMRI >99,999%)
How many split data are included (sexe, age…),
price for additional one ?
33. 33
Timing
EEG : 2-3 weeks
fMRI: 3-5 weeks
fMRI with university lab: 15-50 weeks
E.g. Price for 1 mission (e.g. 3 TVcopy or 5 Pack/design or 10 Webpages)
EEG (16-32channels, 30people, 3-6 curves)
Local specialist : 10-15k€
Big Five Market Research Agencies : 30-70k€
fMRI (3Teslas MRI, 20 people, 16 curves)
Local specialist : 25k€,
Local Agency with abroad fMRI facilities in Asia, Europe, USA, Brazil : 35k€
Global (10 countries) Neuromarketing Agency : 50k€-100k€
What you should care when ordering
Neuro Marketing Research
34. 34
Neuromarketing Who’s who
EUROPE
1to1lab
Milan, Italy
Technology: EEG, eye tracking
AAT Research Ltd
Mosta, Malta
Technology: EEG, GSR, eye tracking, virtual reality tracking
BRAIN IMPACT
Brussels, Belgium
Technology: fMRI, EEG, eye tracking, IAT priming test, 3D virtual reality
BrainSigns
Rome, Italy
Technology: EEG
BrainTrends
Rome, Italy
Technology: EEG, thermography, fMRI, eye tracking, 3D virtual reality
Bscomunicacio marketing online y neuromarketing
Barcelona, Spain
BuyerBrain
Bucharest, Romania
Technology: EEG, GSR, IAT
BVA
France
Technology: eye tracking
DervalResearch
Amsterdam, The Netherlands
Technology: biometrics
Brand Names: Hormonal Quotient®, Sensory Lab®,
Exakti Intelligence
Helsinki, Finland
Technology: EEG
Eye Square
Berlin, Germany
Technology: EEG, eye tracking, GSR
Foviance
London, UK
Technology: EEG, eye tracking
Goli Neuromarketing
Malaga, Spain
Technology: EEG, eye tracking, galvanic skin response
Gruppe Nymphenburg Consult AG
Munich, Germany
Technology: EEG, eye tracking, biometrics
Brand names: Limbic®, Limbic® Map, Limbic® Types, Limbic®
Human Mind and Brain
Poland
Technology: EEG, eye tracking, GSR
Incore
Berlin, Germany
Technology: EEG, eye-tracking, IAT
INSIDEBRAIN
Madrid, Spain
Technology: fMRI, EEG, ET, biometrics, face reading
ISA – Institute of Sensory Analysis
Warsaw, Poland
Technology: fMRI, EEG, eye tracking, olfactometer, GSR, EMG
Haystack
Brussels, Belgium
Technology: eeg
Minder
Ankara, Turkey
Technology: EEG, eye tracking
Mindlab International
Brighton, UK
Technology: EEG, eye tracking, biometrics
Mindware Lab
Moscow, Russia
Technology: EEG, eye tracking, biometrics
Mountainview Learning
London, UK
Technology: fMRI, EEG, EMG, MEG, GSR
NEURENSICS
Amsterdam, The Netherlands
Technology: fMRI
Brand names: 3D Brain Rating™, 3D Mind Mapping™
Neuro-Insight
Austria, Germany, Switzerland, UK
Technology: SST
NeuroBiomarketing
Italy
Technology: EEG, EMG, eye-tracking, ECG, GSR
NEUROCONSULT
Wien, Austria
Technology: fMRI
Neurons Inc.
Copenhagen, Denmark
Technology: mobile EEG, stationary EEG, eye tracking, GSR, facial coding,
(eye2D2)
Brand names: Neuromarketing Omnibus™, NeuroGaming™, eye2D2™
NeuroRelay
Romania
NeuroSense
London, UK
Technology: fMRI, EEG, biometric measures, psychophysics
Nielsen NeuroFocus Europe
London, UK
Technology: EEG, eye-tracking, GSR
nViso SA
Lausanne, Switzerland
Technology: 3D facial imaging
Brand name: nvPlayer™
Realeyes Data Services
London, UK
Technology: eye tracking, facial coding
SalesBrain
Milano, Italy
Techonolgy: PainProbe (voice layering analysis)
Brand names: NeuroMap™, PAINProbes™
Sensum
Belfast, Ireland
Techonolgy: GSR
SimpleUsability
Leeds, UK
Technology: EEG, eye tracking
Synergon Consulting
Bucharest, Romania
Technology: biometrics,
Brand names: BrainPerform™, ConsumerBrain™, Synetiq
Budapest, Hungary
Technology: EEG
The Neuromarketing Labs
Stuttgart, Germany
Technology:, EEG, eye tracking, biometrics, IAT
ThinkNeuro
Istanbul, Turkey
Technology: EEG, eye tracking
Walnut Group
London, UK
Technology: EEG, eye tracking, GSR
35. 35
AMERICA
Affectiva
USA: Waltham, MA and Santa Clara, CA
Technology: biometrics, facial expression recognition
Brand names: Affdex™ , Q Sensor™
Braintech
Sao Paulo, Brazil
Technology: EEG
Brainsights
Canada
Technology: EEG
Buyology
New York, NY, USA
Technology: biometrics, latency response
Brand names: MindLink™, MindMeasure™,, MediaMindMeasure™
CSS/dataintelligence
Ormond Beach, Florida, USA
Technology: eye tracking
DervalResearch
Chicago, Illinois, USA
Technology: biometrics
Brand Names: Hormonal Quotient®, Sensory Lab, Endocrinography™
Disney Media & Advertising Lab
Austin, Texas, USA
Technology: biometrics (GSR, HR), facial coding, eye tracking, IAT
Brand Names: BioDial™
Emoxional (Sensory Logic)
Bogota, Columbia (provides services for Latin American Countries)
Technology: facial analysis, eye tracking, EEG, biometrics
Explorer Group
Ontario, Canada
Technology: EEG, eye tracking
Eyeonmedia
Santiago, Chile
Technology: eye tracking
FGV Neuromarketing Laboratory
São Paulo, Brazil
FKF Applied Research
Washington, DC, USA
Technology: fMRI
Forebrain
Rio de Janeiro, Brazil
Technology: EEG, eye-tracking, facial EMG
Gallup & Robinson
Pennington, NJ, USA
Technology: Facial EMG
HCD Research
Flemington, NJ, USA
Technology: eye tracking, biometrics
Innerscope Research
Boston MA, USA
Technology: biometrics, eye tracking
Ipdois Neurobusiness
Sao Sebastiao, Brazil
Technology: EEG, eye tracking, facial reading
Lucid Systems
San Francisco, CA, USA
Merchant Mechanics
Hanover, New Hampshire, USA
Technology: fMRI, EMG, EEG, biometrics, facial coding
eye tracking, videographic observation
Brand names: RealThought®, Retail Forensics®
Mindketing
Ciudad de Mexico, Mexico
Technology: EEG, eye tracking
Mindmetriks
Bogota, Columbia
MindResearch
Santiago, Chile
Technology: EEG, GSR, eye tracking, facial coding
Mindsign Neuromarketing
San Diego, CA, USA
Technology: fMRI
MSW Research
Lake Success, NY, USA
Technology: EMG, EEG
Neuromatters
New York, USA
Technology: EMG, EEG
Neurosketch
Bogota, Coumbia
Technology: EMG, EEG
Nielsen NeuroFocus
Berkeley, CA, USA (also available in New York, Dallas, Cincinnati, Atlanta)
Technology: EEG, eye-tracking, biometrics
Neuro-Insight
USA
Technology: SST
Neurobusiness Intelligence
Sao Paulo, Brazil
Neurolab Brasil
Recife, Brazil
NeuroMarketing
Mexico City, Mexic
Technology: EEG
NeuroSpire Inc.
Durham, NC, USA
Technology: EEG, eye-tracking
Olson Zaltman Associates
Pittsburgh, PA, USA
Technology: metaphor analysis, IAT, biometrics
One to One Insight
Charlestown, MA, USA
Techonolgy: EEG, eye tracking
SalesBrain
San Francisco, CA, USA
Techonolgy: PainProbe (voice layering analysis)
Brand name: NeuroMap™, PAINProbes™
Sands Research
El Paso, TX, USA (works on a global basis)
Technology: EEG with eye tracking, biometrics
(GSR and heart rate), fMRI
Brand Names: Neuro-Engagement Score (NES™),
Emotional Valance Score (EVS™)
Sensory Logic
Minneapolis, MN, USA
Technology: facial coding
Sentia Labs
Montevideo, Uruguay
Technology: EEG, eye tracking
True Impact Marketing
Mississauga, ON, Canada
Technology: fMRI, EEG, eye-tracking
Who’s who