Mév Bertrand - Neuro-Insights

1. BRANDS AND THE BRAIN
Como o cérebro humano reage a
publicidade digital?
MEV BERTRAND
CONSULTORA E
NEUROCIENTISTA
NEURO-INSIGHT

2. Brands and the
brain

3. Exploring the subconscious

4. Consumer neuroscience
Consumer neuroscience  n. A field
of market research that studies
consumers’ sensorimotor, cognitive
and affective responses to marketing
stimuli

5. Measuring brain response

6. SST – what it is

7. SST – What it is

8. SST – What it is

9. SST – What it is

10. SST – What it’s good for
Measuring fast changes in real time
Studies can be run in everyday
locations
Requires a single reading from each
respondent – avoid fatigue

11. Bear in mind: neuro doesn’t do everything!

12. Two areas where neuro really adds value
Understanding
emotional impact
Assessing the impact
of context

13. Emotion really does matter

14. Emotion and decision making

15. Our brains find it hard to talk about it

16. An example

17. An example

18. It’s especially hard for men!

19. But where emotion matters, neuro helps

20. Example – Diet Coke

21. Example – the more recent ad

22. Example – a success with men and women

23. That’s not to say emotion is everything

24. Memory is key too

25. An example – Cadbury’s Gorilla
20% uptick in
reported brand
favorability

26. An example – Cadbury’s Gorilla

27. An example – Evian’s viral campaign

28. An example – Viral or effective?

29. Assessing the impact of context

30. An example – cross-media effects

31. Social media reinforces engagement to TV

32. What it means for brands

33. An example- mobile social media platforms

34. What we measured
Long-term memory
encoding

35. What we measured
Long-term memory
encoding

36. What we measured
Engagement

37. What we measured
Long-term memory
encoding

38. What we measured
Emotional intensity

39. What we measured
Long-term memory
encoding

40. What we found…

41. Versus general web
browsing Memory
encoding levels are
56%
higher
Content on Twitter is more impactful
Engagement
is+45%
Emotional intensity is
+84%

42. Memory response to
active interactions is
14%
higher than for passive
behaviours
0,97
0,86
0,50
0,60
0,70
0,80
0,90
1,00
Memory encoding composite
Memory encoding levels for
active versus passive
interactions (all coded activity)
Active interactions
Interaction is key

43. What it means for brands
Context needs to be targeted
and consonant in order to drive
engagement
This is something that Twitter
can delivery uniquely well
Content has the ability to
drive engagement and,
particularly, emotional
intensity
This is what brands themselves
need to deliver

44. What it means for brands

45. .
Live events context

46. .
What we did

47. 100
130
0
100
200
Index
Emotional intensity – live
groups versus non-live groups
– All activity
Non-live groups Live groups
Across all social media
activity, emotional intensity
is
30%
higher when people view in
a live (versus non-live)
context
The impact of mobile is stronger in a live context

48. And for live video, this
figure rises to
65%
versus the same content
viewed later in a non-live
context
100
165
0
50
100
150
200
Index
Emotional response to the same
content tweeted live and later
Video originally seen live, retweeted in non-live groups
Live video viewed in context
Response to live video is exceptionally strong

49. But day after videos are more memorable
0,63
0,830,78
1,04
0,69
1,11
0,00
0,20
0,40
0,60
0,80
1,00
1,20
Memory Average Memory Peak
TWITTER VIDEO ACTIVITY
Twitter Videos Related to Live Events in Live
and Non-Live Circumstances
Live Event Videos
Highlight videos seen after
the game and the glossier,
produced “next day”
videos both elicited higher
levels of memory
encoding response than
the live videos.

50. What it means for brands

51. What it means for brands

52. Five golden rules
1. Take advantage of
relevant context
2. Drive a strong emotional
response
3. Prompt interaction
4. Focus on enhancing the
viewing experience
5. Harness the power of live
videos

53. Thank you
Mèv Bertrand
Neuro-Insight (UK) Limited
mbertrand@neuro-insight.co.uk