NeuroMarketing

The new way of satisfying audience

Nazgol Motalebzadeh

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Overview

• What is neuromarketing?
• The brain
• Neuroscience
• Neuromarketing
• Techniques
• Businesses and Neuromarketing

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What is NeuroMarketing ?

/Consumer neuroscience

Studies the brain to predict and potentially even manipulate consumer behavior and decision making.

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Why Disney’s success is soaring year after year?

How Apple addict consumers?

Why riding BMW is so satisfying?

How Netflix hook the audience?

How EBAY stays at the edge of the market?

The Brain

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The Brain | The facts about the brain

• The brainstem
• Connects brain with spinal cord
• The cerebellum
• Regulating movement,
• Motor learning, and
• Maintaining
• The cerebrum
• Conscious thought,
• Decision-making,
• Memory and learning processes,
• Communication,
• Perception of external and internal stimuli

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The human brain makes up, alongside the spinal cord, the central nervous system. Three main parts:

The Brain | The facts about the brain

Energy spent “doing nothing,” is actually put toward assembling a “map” of accumulating information and experiences that we can fall back on when making decisions in our day-to-day lives.

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2%

The weight of Total body mass

25%

The energy required by total body /day

Ongoing thoughts

Bodily processes

Upkeep of brain cells’ health

- Nerve cells

- Non-neural cells

- Blood vessels

- Water content

60% fat

The Brain | The facts about the brain

• We use all of our brains all time, even when we’re asleep — different patterns and intensity of activity, depending on what we’re doing and what state of wakefulness or sleep we’re in.
• “Even when you’re engaged in a task and some neurons are engaged in that task, the rest of your brain is occupied doing other things, the solution to a problem can emerge after haven’t been thinking about it for a while, or after a night’s sleep

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The Brain | The facts about the brain

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Web related to memory

The Brain | The facts about the brain

How brain works

• Brain is the most powerful electromagnetic engine. It uses electricity and neurotransmitters.
• Electricity (the flow of charged ions) soar through 100 billion biological wires (neurons) in brain. Neurons communicate with each other through electrical signals that create synchronized electrical pulses (brain waves):
• Delta Brain Waves (1 to 4 cycles per second): Very slow brain waves, occurring mostly during sleep
• Theta brain waves (5 to 7 cycles per second): Slow brain waves, occurring during daydreaming, relaxation, and twilight states
• Alpha brain waves (8 to 12 cycles per second): Brain waves occurring during relaxed states
• Beta brain waves (13 to 24 cycles per second): Fast brain waves occurring during concentration or mental work states

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The Brain | The facts about the brain

Not true!

While it is true that each of our hemispheres has slightly different roles, individuals do not actually have a “dominant” brain side that governs their personality and abilities.

Instead, research has revealed that people use both of the brain hemispheres pretty much in equal measure.

However, the left hemisphere of the brain is more concerned with the use of language, while the right hemisphere is applied more to complexities of nonverbal communication.

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Are you right-brained or left-brained?

The Brain | The facts about the brain

Brain aging

The frontal lobe and the hippocampus — two key brain regions in regulating cognitive processes, including memory formation and recall, start shrinking and begin to gradually lose neurons when we hit 60 or 70.

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However, the hippocampus (learning and memory) is a crucial part in the adult brain in terms of generating new cells (Neurogenesis). In middle age, all the brain neurons be replaced with ones produced during adulthood.

700 new neurons/ day An average adult produces in the hippocampus

The Brain | The facts about the brain

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The Brain | consciousness

A great mystery of the human brain is linked with consciousness and our perception of reality. This intriguing process is based on a sort of “controlled hallucination,” which our brains generate to make sense of the world.

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“Perception — figuring out what’s there — has to be a process of informed guesswork in which the brain combines these sensory signals with its prior expectations of beliefs about the way the world is to form the best guess of what caused those signals.”

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Neuroscience

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Neuroscience | What the brain has to say

Also known as Neural Science, is the study of how the nervous system develops, its structure, and what it does.

Neuroscientists focus on the brain and its impact on behavior and cognitive functions.

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$21.6bn

Market value of emotion-detection tech 2019

$56bn

Expected market value 2024

Emotions: human responses to environmental objects or events that affect different aspects of human life.

• Attention
• Memorization
• Achieving goals
• Awareness of priority
• Knowledge motivation
• Communication with others
• Learning development
• Mood status
• Effort motivation

Neuroscience | What the brain has to say

• Neuroscience liaises closely with other disciplines, such as mathematics, linguistics, engineering, computer science, chemistry, philosophy, psychology, and medicine.

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• Two main approaches to analyze and classify emotions:
• The constructionist: Defines several dimensions to create an effective framework for studying and classifying emotions.
• Locationist approaches: Conversely, this one assumes that there is a specific brain structure and pattern for each emotion.

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Neuroscience | 17 Fields of study

1. Affective neuroscience – how neurons behave in relation to emotions.

2. Behavioral neuroscience – the biological bases of behavior.

3. Cellular neuroscience – the study of neurons

4. Clinical neuroscience – disorders of the nervous system

5. Cognitive neuroscience – the study of higher cognitive functions that exist in humans, and their underlying neural bases. It can take two broad directions; behavioral/experimental or computational/modeling.

6. Computational neuroscience – using computers to simulate and model brain functions, and applying techniques from mathematics, physics and other computational fields to study brain function.

7. Cultural neuroscience – looks at how beliefs, practices and cultural values are shaped by and shape the brain, minds and genes over different periods.

8. Developmental neuroscience – looks at how the nervous system develops on a cellular basis;

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9. Molecular neuroscience – the role of individual molecules in the nervous system.

10. Neuroengineering – using engineering techniques to better understand, replace, repair, or improve neural systems.

11. Neuroimaging – diagnose disease and assess the health of the brain. also in the study of the brain, how it works, and how different activities affect it.

12. Neuroinformatics – integrates data across all areas of neuroscience,

13. Neurolinguistics – what neural mechanisms in the brain control the acquisition, comprehension and utterance of language.

14. Neurophysiology– the relationship of the brain and its functions, and the sum of the body’s parts and how they interrelate.

15. Paleo neurology – the study of the brain using fossils.

16. Social neuroscience – how biological systems implement social processes and behavior.

17. Systems neuroscience – follows the pathways of data flow within the CNS (central nervous system)

Neuromarketing

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NeuroMarketing | In practice

Neuromarketing loosely refers to the measurement of physiological and neural signals to gain insight into customers’:

• Motivations
• Preferences
• Decisions

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Why is it important?

• identify non-conscious responses;
• develop unique strategies;
• resonate with needs and desires;
• Improve advertising;
• Logos, phrases can trigger;
• Improve experience;
• gain competitive advantage;

NeuroMarketing | Changing minds

How the neuroscience can influence consumer behavior?

• Better segmentation: which portions of a population are most open to their advertising and branding efforts. It may be more fruitful to segment consumers by brain differences
• Sleep nudging: we are susceptible to influence during windows in our sleep. (Smoker and the smell).
• Hormone manipulation: Brain activity is influenced by neuromodulators—brain hormones and neurotransmitters (chemical messengers) that allow brain cells to communicate with one another. (testosterone)
• Temporary neural inhibition: Transcranial magnetic stimulation (TMS) machines use magnetic fields temporarily “knocking out” certain areas in much the way a brain injury does. (frightening insects)

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NeuroMarketing | vs. traditional approaches

Traditional approaches weaknesses:

• Respondents aren’t always forthcoming about their memories, feelings, and preferences.
• People have flawed recall;
• They lie when they’re trying to please or are embarrassed;
• Their perceptions can be influenced by how a question is asked.

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Neuromarketing can overcome these shortfalls, but:

• Expensive
• May alerting competitors to innovations
• Be performed only late in the development process

VS.

NeuroMarketing | Techniques

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Neuroscientific methods

Magnetoencephalogram (MEG)

Neuronal activity within the brain (CNS)

Other techniques

Neuronal activity of the peripheral nervous system (NPS)

Electroencephalogram (EEG)

Steady State Topography (SST)

Functional magnetic resonance imaging (fMRI)

Positron emission tomography (PET)

Electrocardiogram (ECG)

Galvanometer (GSR)

Facial electromyography (FEMG)

Facial Coding (FC)

Eye Tracking (ET)

Implicit Response Test (IRT)

Indoor positioning systems

Frequently employed techniques

Seldomly employed techniques

CNS

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NeuroMarketing | Methods-CNS-EEG

EEG shows the activity and the coordination of the cortex – the outermost layer of the brain which responsible for higher functions like thinking, deciding, and acting. It detects slight changes in the electrical currents of brain waves with high temporal resolution. It can measure

• Affective valence (if a stimulus is perceived as more positive or negative)
• The probability of memorization
• The degree of attention, and engagement (personal relevance)

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NeuroMarketing | Methods-CNS-EEG

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Detecting emotion involves multiple steps:

1. Recording brain’s electrical activity in 19 sites on head.
2. Removing artifacts from EEG signals
3. Extracting temporal or spectral features from the EEG signal’s time or frequency domain
4. Converting tracings to numbers and compared to the EEG of individuals with no known brain based difficulties
5. Targeting that area of the brain for changing with neurofeedback

NeuroMarketing | Methods-CNS-qEEG

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Quantitative Electroencephalography (qEEG) processes the recorded EEG activity. This multi-channel EEG data is processed with various algorithms. Then statistically analyzed, comparing values with “normative” database reference values.

Healthy

Very high Theta in Dementia patient

• Brain mapping
• Identifying cognitive and psychiatric problems
• How brain wave patterns can be improved
• Predicting medication response
• Creating a personalized treatment plan memory, focus and attention, depression, anxiety, overall performance
• Tracking treatment progress

NeuroMarketing | Methods-CNS-qEEG

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NeuroMarketing | Methods-CNS-MEG

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MEG is a functional neuroimaging technique for mapping brain activity by recording magnetic fields produced by electrical currents occurring naturally in the brain, using very sensitive magnetometers.

100-300 Sensors

NeuroMarketing | Methods-CNS-MEG

Applications of MEG include basic research into:

• Primary use is the measurement of time courses of activity (<10 milliseconds) while fMRI (precision of several hundred millisecond)
• Perceptual and cognitive brain processes. For creating functional maps of human cortex during more complex cognitive tasks, MEG is most often combined with fMRI. Neuronal (MEG) and hemodynamic fMRI data do not necessarily agree, in spite of the tight relationship between local field potentials (LFP) and blood oxygenation level-dependent (BOLD) signals
• Localizing regions affected by pathology before surgical removal
• Neurofeedback
• Better localize responses in the brain. The responses in the brain before, during, and after the introduction of such stimuli/movement can then be mapped with greater spatial resolution than was previously possible with EEG.
• Understand relationships between brain function and behavior
• Correlate standard psychological responses, such as the emotional dependence of language comprehension
• Investigate alpha rhythms in various targeted brain regions
• Neural interactions between different brain regions
• Changes in neural oscillations across different stages of consciousness, such as in sleep

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NeuroMarketing | Methods-CNS-MEG

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NeuroMarketing | Methods-CNS-MEG

MEG complements other brain activity measurement techniques

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Vs. PET

Non-invasiveness, use of no ionizing radiation

Vs. fMRI

high temporal resolution

Vs. EEG

• Less distorted than electric fields by the skull and scalp, better spatial resolution
• activity can be localized with more accuracy.
• detects intracellular volume currents
• Reference-free
• Good temporal resolution, detect slight changes
• Installation costs are much higher
• Is not portable

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NeuroMarketing | Methods-CNS-SST

SST measures the variation in Steady-State Visually Evoked Potentials (SSVEP) measured in the EEG activity of the subject when exposed to visual marketing stimuli.

MEG and SST have necessary temporal resolution to monitor brain reaction to TV ads. (fMRI does not record fast enough so is better for more static stimuli)

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Records 13 times per second from 64 electrodes in cap.

NeuroMarketing | Methods-CNS-fMRI

fMRI uses MRI technology to measure cognitive activity by monitoring blood flow to certain areas of the brain. The blood flow increases in areas where neurons are active.

• Enables learning about the function of a normal, diseased, or injured brain.
• Tests what tissues do rather than how they look
• Assess the risks of brain surgery by identifying the regions of the brain involved in critical functions, such as speaking, movement, sensing, or planning.
• Determine the effects of injuries and diseases tumors, stroke, head and brain injuries, or neurodegenerative diseases, such as Alzheimer’s.

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NeuroMarketing | Methods-CNS-fMRI

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NeuroMarketing | Methods-CNS-PET

PET is an invasive technique that measures the metabolic activity of the human body. It detects and analyzes the tridimensional distribution of an ultra-short life radiopharmaceutical injected intravenously in the body. Changes in chemical composition can be detected, as well as in the flow of fluid in small and deep structures of the brain.

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Only 6 high resolution PET is available

NeuroMarketing | Methods-CNS-PET

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NPS

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NeuroMarketing | Methods-NPS-ECG

ECG measures and registers the electrical activity of the heart by placing sensors on the skin.

• Collects information, in real time, on the emotional state of participants exposed to publicity stimuli
• Low-cost
• Not very intrusive
• Participants are comfortable

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NeuroMarketing | Methods-NPS-GSR

Galvanometer is a technology that evaluates the galvanic response or skin perspiration. Emotional activation can be measured produced in a time interval that oscillates between a calmness state and an excitation state (emotional activation)

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NeuroMarketing | Methods-NPS-fEMG

fEMG measures and registers the voluntary and involuntary movements of facial muscles to comprehend the emotions correlated with certain facial expressions. That is to say, fEMG uses facial sensors to register the electrical response produced by muscle contractions and therefore is an intrusive and unecological method.

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NeuroMarketing | Methods-NPS-FC

FC measures and registers the voluntary and involuntary movements of facial muscles, but does not employ sensors. This is an

• indirect measurement technology, and cannot measure the electrical response
• Recording the facial micro expressions associated with specific emotional and cognitive states by webcam
• inexpensive and portable technology
• Less intrusive but also less precise

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Other Techniques

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NeuroMarketing | Other techniques- eye tracking

Gaze

• Figure out colors, fonts, ads, designs that succeed to grab attention
• Objects that evoke confusion
• Customers’ recognition speed in brand recognition
• Not helpful for evaluating emotions

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Pupillometry

• Assess the level of engagement
• Cheap and easy to execute

NeuroMarketing | Other techniques- eye tracking

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Eye-tracker glasses

Eye-trackers in virtual reality glasses

Eye-tracking through webcams

Stationary eye-tracker

NeuroMarketing | Other techniques-IRT

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IRT provides nonconscious information on the implicit attitudes of people when exposed to, for example, two brands or two characters that are compared. It measure the reaction time: the time elapsed for the participants to classify concepts.

Carried online

Execute several tests simultaneously

Enlarge sample group

The only requirements:

• The internet connection
• A device (computer, tablet or smartphone)
• 10 minutes of concentration

NeuroMarketing | Other techniques-IRT

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Implicit Association Tests (IAT)

Semantic Priming

Visual Priming

NeuroMarketing | Other techniques-indoor positioning systems

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Indoor studies the participant has the freedom to move, such as in a store or market.

• Beacons (Indoor-GPS based on beacons)

Devices are installed in walls, capable of detecting the Bluetooth of mobile phones. Devices present low precision ~2 meters so focus on detecting the presence of people, not on identifying their exact location. sends an offer from the store to the phone.

NeuroMarketing | Other techniques-indoor positioning systems

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• Video (Camera location)

Use the recordings to analyze the zones most visited by users. Computer-based vision algorithms are employed.

NeuroMarketing | Other techniques-indoor positioning systems

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• InTrack (Indoor-GPS based on UWB)

the only commercially available Indoor-GPS device. This is based on a radiofrequency technology, called Ultra Wide Band, consisting of receivers that are located on the walls, covering the entire environment.

Advantages:

• High precision enables the location of participants, individually, <30 cm.
• combined with other neuromarketing techniques, enables registration of emotions throughout the entire route.

And More …

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NeuroMarketing | More methods-morphology

Researching how women’s brains compared with men’s:

• More developed communication center, so women could process ads with more complexity.
• Larger memory and emotional center, the hippocampus, so women would look for characters they could empathize with.
• Larger decision-making processes center - anterior cingulate cortex - to feelings of guilt.

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NeuroMarketing | More methods-sensory marketing

Implementing a marketing campaign that appeals to the audience’s five senses.

“embodied cognition”—the idea that without our conscious awareness, our bodily sensations help determine the decisions we make.

• people hold a warm beverage are more likely than people who had held a cold one to think that a stranger was friendly.
• The solid noise of a door shutting, and the distinctive new-car smell.
• BMW mics and amps the engine sounds through the car speakers, even when the audio system is turned off. The idea is to enhance the car’s sporty and power feel.

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NeuroMarketing | More methods-sensory marketing

Humans have “primal” brain & “rational” brain

1. Personal: primal reacts to me. I need to survive. This stimulus doesn't have patience, empathy, or concern for its well being. It scans for threats before it attends to pleasure.
2. Contrastable: primal is sensitive to “before” and “after.” these contrasts allow the brain to make quick, risk-free decisions. Otherwise, the brain has to slow down and process.weight loss programs, risky versus safe, have/have not, slow/fast
3. Tangible: primal is looking for something familiar and friendly that can be recognized quickly. Simple messages and value propositions are so important.
4. Memorable: primal remembers very little, so putting the most important content at beginning and repeating it at the end is essential to goes from primal up into “memory-storage,”/rational brain. Primal loves stories makes it easier to remember.
5. Visual: picture of parents holding their kids
6. Emotional: picture of parents holding their kids what gives you that “Aww,” feeling.

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NeuroMarketing | More methods -Reciprocity

Reciprocity concerns the act of returning a good deed with another good deed, in order to repay and reward people who do good deeds. This principle is based on the assumption that human beings respond to the way they are treated and tend to treat others “in the same currency”.

free trial to get something in return - service subscription.

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Businesses and Neuromarketing

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Businesses | Coca Cola

67 participants. their brain activity was measured via fMRI, the researchers observed which parts of the brain were activated when the different drinks were consumed.

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Activation of the amygdala

Businesses | Coca Cola

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50%

50%

When the participants didn’t know which drink they were consuming

Businesses | Coca Cola

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Pleasure center-ventromedial prefrontal cortex lit up- responsive to the food find gratifying, such as sugary fizzy drinks.

Businesses | Coca Cola

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>

the areas of emotions and memories lit up.

Coke is a cultural symbol

When the participants knew which drink they were consuming:

Businesses | Apple

Apple satisfy all of the six major consumer value shifts:

1. Experiences
2. Customization/personalization
3. Affordable luxury
4. Continuous streams of new products/services
5. Instantaneously
6. Community lifestyles, and technology embedded in every aspect of our lives

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Businesses | Apple

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1. Apple creates pre-launch excitement for its products.

How?

• The sleek, modern product box is designed to neurologically connect with consumers.

• through both its products and retail stores, Apple further strengthens mind-share and connectivity by a whole series of fun learning experiences at the store’s Genius Bar with young, tech-savvy associates.

Businesses | Apple

1. Neurological connectivity when a brand creates a strong psychological and emotional response that operates on a subconscious level for the consumer. It triggers activity in the reward network of the brain (striatum) followed by releasing dopamine.which leads to feelings of self-satisfaction and well-being visit to the home of friend. Uncontrolled excessive reward and pleasure-seeking may lead to powerful addiction disorders as seen in drug addiction, alcoholism, gambling and even Wall Street trading.

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Why people are addicted to Apple?

• Being an early-adopter can make people feel extremely special in their social circle. Especially for some specific companies like Apple, Tesla, and Google.

2. Consumers have same neural patterns as the religiously fervent do when beholding a spiritual leader or icon. It activate the same parts of the brain as religious images trigger in a person of faith.

Businesses | Facebook

While sometimes consumers may not want to be honest with a company that has irritated them in the past, they are not always deliberately withholding the truth. People may not realize they are having unconscious reactions to stimuli.

Facebook studied how its ad system influenced perceptions and emotions that the test subject may not have known about.

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Businesses | Microsoft

Microsoft is using EEG data to demonstrate how engaged gamers are when they use an Xbox. It put EEG caps on gamers and showed them ads on the videogame system. Ads that excite several parts of the brain are supposed to make viewers more likely to go out and buy the product advertised.

Microsoft's goal: Get advertisers to buy 30-second spots on Xbox games.

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Businesses | Netflix

Sense of comfort

One of the main worries that customers have is the fear to forget to cancel the service if they do not really use it. This feeling takes the name of risk aversion (to prefer a sure outcome over a gamble with a higher or equal expected value).

Netflix overcome this subconscious behavioral pattern by sending a reminder 3 days before after free trial ended.

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Businesses | Netflix

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Free trial

to achieve a sense of comfort is the use of “FREE” on sale page. It takes away the initial responsibility of potential clients know you and your services without committing. Netflix uses the word free 3 times in a space with a small text. Based on reciprocity hypothesis, this strategy induce people to value the service more and want to pay the subscription.

Colors to take action

Netflix uses the green (feeling of comfort and calm) in the process bar and the red (love and passion/determination and decision) in the call to action for the free trial.

Businesses | Netflix

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Businesses | Hyundai

Hyundai uses EEG testing to understand what they want and what kind do they prefer that leads them to purchase. Tested some early prototypes. It uses the data for designing the exterior of automobiles, that increased sales.

Hyundai asked 30 subjects, 15 men and 15 women, to look at different parts of their vehicle models.

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Businesses | PayPal

PayPal (owned by Ebay) has seen that the USP (Unique Selling Proposition) are able to trigger the brain, so they made ads that focus on it, boost the number of customers.

One of the most valuable findings was the aspect of focusing on convenience and speed, which scored high on the brain response rather than hitting elements like security and safety.

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Businesses | Cheetos

Cheetos released an ad that showed a woman putting orange snacks with white clothing in the dryer. The EEG tests showed that people actually liked the ad, whereas a focus group study states the opposite. This shows that people can lie but their subconscious mind cannot.

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Businesses | Cheetos

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Businesses | Yahoo

Yahoo hooked up 60 people to biometric equipment that measured their heart rate, skin conductance, respiration, kinesthetic differences and eye movements. The goal was to "understand which targeting techniques are most impactful," by measuring "consumers' non-conscious reactions to online ads"

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It found that "people spend 25% more time fixating on ads, related to the potential for a stronger emotional and cognitive response”

When Yahoo was set to launch their new branding campaign to attract more users to the search engine, they created an ad of people around the world dancing. They ran this upbeat 60 second TV ad testing using EEG, Before ever airing the ad online or on TV, they had confidence in this creative as the ad scored well in neuro tests, ranking high in areas of emotion and memory.

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Businesses | Campbell’s

Brain activity is measurable when consumers react to variables such as touch, images, and colors present on the packaging.

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Campbell’s redesign the labels on their soup packaging. They made it more appealing to consumers based on their neural responses to particular elements.

Businesses | Campbell’s

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Before

After

Businesses | Campbell’s

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An experiential event (Combining science and art) that invites customers to find out what kind of shopper they really are. The e-commerce platform has launched the Inspiration Zone where customers are set up with an EEG headset. For 20 minutes, shoppers’ reactions to art are measured to create a custom shopping list. While the brand stated the experience was more than a PR stunt, it will not be using the data for any future marketing or advertising campaigns.

Businesses | Frito-Lay

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+0.25 Turkish lira on Frito-Lay chips packs

Businesses | Disney

• All Disney characters are built ad hoc, with a history passed behind well-defined. Although sometimes the characters are not relevant to the outcome of the film, It is not only about story and final, but excellent characters with which the public can identify.
• The balance between images and narrative.
• 8 rooms for research, all furnished, also a theater with 12 seats. The premises, equipped with numerous cameras.

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Businesses | Disney

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Disney constantly builds trust with its users. This creates a positive expectation. Viewers are confident (so trust) that their experience will be enjoyable.

Inside Out: joy, sadness, anger, fear and disgust. creator of facial coding was consultant. The success of the film is due to focused on the story and character, verbal and non-verbal language and emotions. The characters seem real because they have emotions and consequently human reactions.these are the values that create empathy with the public.

Businesses | Film-making industry

• “Neurocinema,” is the method of using neurofeedback to help vet and refine film elements. Neuromarketing companies brain-test movie trailers for the major studios. The test data helps the studios and distributors better market the movie.
• Certain types of films (e.g. horror, action, sci-fi) produced high activation scores in the amygdala disgust, anger, lust, and fear.
• More neurons are actively engaged in processing a 3D movie than 2D.
• Often animation can be more engaging for the brain.

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Businesses | Film-making industry

• Film “personalization” Netflix and Facebook

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Businesses | Baby diaper

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Baby is looking straight out of the page. Most people give the image of the baby more attention than the headline and copy.

Businesses | Baby diaper

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When baby "look" at the headline and copy, viewers started to give the copy more attention. That's because people will look at the same thing the models are looking at.

Businesses | Frito-Lay

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For women, salty foods are chosen just 14% of the time, sweet snacks 25% and, healthier items like fruits and vegetables 61%.

Women carry a variety of guilt feelings around, the new bags were designed to prevent triggering guilt reactions. Before launching, Frito-Lay did EEG and Biometric tests, saving them millions. The company quickly pivoted to a matte packaging, typing and imaging that were viewed as positive in the testing.

Businesses | HP

HP in their advertisement for phone photo printers (Sprocket) used a very emotional topic.

The neuromarketing research shows that people reacted empathetically after watching the advertisement as it triggered Oxytocin (Biometric - heart rate) (empathy) audience realize the brand cares about them.

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The advertising featured a father trying to get the attention of his teenage daughter, to little avail or so he thinks. By the end of the commercial, he discovers that the photos he has been printing out of them throughout the years are displayed in her room and he is overwhelmed.

Businesses | HP

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Businesses | M&M

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In the same study of 2018 Super Bowl ads mentioned above, Immersion Neuroscience discovered that M&Ms' “Human” was the second most immersive ad on their list.

As you can probably predict, “Human” generated the most emotional engagement when the truck plows the actor into the basket of produce. But a few seconds after this shocking and hilarious climax, Neuroscience suggested M&Ms could've shaved off the last 10 seconds of this ad -- and saved >$1.5 million.

Businesses | M&M

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Businesses | IRT-Implicit Association Test

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Which soccer team is perceived most positively?

• Select images and/or words that capture the concepts you want to compare
• A number of words associated with the positive/negative categories are proposed, although they can be changed to address other complementary categories

• Brand comparison
• Comparison of new brand image
• Claims comparison

Businesses | IRT-IAT

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Businesses | IRT-IAT

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Businesses | IRT-Semantic priming

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What professional careers are most associated with each gender?

• Choose an image that captures the concepts to compare. Images should be as analogous as possible
• Pick between up to 8 attributes that are interesting for this comparison

• Comparison distinctive assets
• Comparison packs
• Print advertising comparison

Businesses | IRT-Semantic priming

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Businesses | IRT-Semantic priming

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Businesses | IRT-Semantic priming

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After “engineering”, Man ranked faster. High association between Man and engineering

After “nursing”, Woman ranked faster. High association between Woman and nursing

Businesses | IRT-Visual Priming Test

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• Choose an image that captures the concepts to compare. Images should be analogous as possible
• Pick up to 8 attributes that are interesting for this comparison

Which sport player is most associated with each brand?

• Promotion comparison
• Comparison of design guides
• Product categories comparison

Businesses | IRT-VPT

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Businesses | IRT-VPT

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Businesses | IRT-VPT

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• After Pau Gasol appeared, Adidas ranked faster
• There is more association between Pau Gasol and Adidas than him and Nike

Businesses | Visa

Visa has started incorporating a sensory branding experience at the end of their users’ transactions. That’s because they’ve found that sound plays a part in how consumers make purchases.

Once a Visa cardholder uses their card and their transaction is officially complete, consumers hear a unique sound — one the company worked long and hard to perfect. When customers hear this sound, they know their purchase was finalized successfully and securely. This type of sensory branding provides comfort and consistency for Visa cardholders. The Visa Checkout sound fosters a feeling of trust and safety that consumers associate with the brand.

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Businesses | Singapore airline

• Scent and sight. The airline has a one-of-a-kind, refreshing, and subtle scent (rose, lavender, and citrus) worn by all flight attendants that's also sprayed onto their towels and throughout other elements throughout services. This specific smell is one you’ll only experience while flying with the airline.
• The airline requires all flight attendants to wear “The Singapore Girl” uniform, in the color and pattern that matches their earned designation. These sensory branding examples are uniquely Singapore Airlines.

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Businesses | Starbucks

The smell of fresh coffee in all Starbucks stores is known to be strong — that’s because every store is required to grind their unique coffee beans. Starbucks ensures the aroma is potent in its stores so that it elicits a sensory reaction from customers.

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They go for the memorable, soothing, and consistent aroma their coffee beans provide for customers in stores across the globe to help boost customer loyalty and improve sales.

Businesses | BMW

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BMW mics and amps the engine sounds through the car speakers, even when the audio system is turned off. The idea is to enhance the car’s sporty and power feel.

Businesses | Tiffany

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Own a color

Businesses | Coca Cola

105

Own a symbol

Businesses | Coca Cola

106

Businesses | McDonald

107

Own a symbol

Businesses | Cadbury

108

Own a color

Businesses | T Mobile

109

Own a color

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References| Before businesses

• https://hbr.org/2019/01/neuromarketing-what-you-need-to-know#:~:text=%E2%80%9CNeuromarketing%E2%80%9D%20loosely%20refers%20to%20the,pricing%2C%20and%20other%20marketing%20areas.
• https://www.amenclinics.com/services/qeeg/
• https://www.medicalnewstoday.com/articles/322081#6.-How-do-brains-change-with-age
• https://neuro.georgetown.edu/about-neuroscience/#:~:text=Neuroscience%2C%20also%20known%20as%20Neural,on%20behavior%20and%20cognitive%20functions.
• https://sendpulse.com/support/glossary/neuromarketing
• https://www.bitbrain.com/blog/neuromarketing-research-techniques-tools
• https://www.nature.com/articles/s41598-021-86345-5
• https://neurodevelopmentcenter.com/neurofeedback-2/qeeg/
• https://qeegsupport.com/what-is-qeeg-or-brain-mapping/
• https://en.wikipedia.org/wiki/Magnetoencephalography
• https://www.bitbrain.com/blog/neuromarketing-research-techniques-tools
• https://www.medicalnewstoday.com/articles/146309#faqs
• https://www.neurosciencemarketing.com/blog/articles/pet-vs-fmri.htm
• https://login.sendpulse.com/registration/social/services/emailservice/
• https://medium.com/@aminekh/the-psychology-of-iphone-a-neuromarketing-strategy-or-an-overdose-f76583ce6502
• http://eponymouspickle.blogspot.com/2009/02/morphological-neuromarketing.html
• https://thriveagency.com/news/sensory-marketing/#:~:text=Sensory%20marketing%2C%20also%20known%20as,%2C%20sound%2C%20smell%20and%20taste.
• https://hbr.org/2015/03/the-science-of-sensory-marketing
• https://www.microsoftpartnercommunity.com/t5/Digital-marketing-tactics-for/How-to-use-Neuromarketing-in-Digital/m-p/25353

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References| Businesses

• https://www.scienceabc.com/humans/what-is-neuromarketing-coke-better-than-pepsi-cola-wars.html#the-coke-vs-pepsi-study
• https://www.forbes.com/sites/robinlewis/2014/09/02/how-apple-neurologically-hooked-its-customers/?sh=23edf22bff00
• https://medium.com/@aminekh/the-psychology-of-iphone-a-neuromarketing-strategy-or-an-overdose-f76583ce6502
• https://www.neuralexperience.io/what-companies-use-neuromarketing/
• https://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html?sh=7705a1a617bb
• https://serendipity-marketing.com/en/digital-marketing-agency-3-neuromarketing-strategies-that-netflix-uses-to-be-on-the-top/
• https://www.neuralexperience.io/what-companies-use-neuromarketing/
• https://startuptalky.com/neuromarketing-future/#Examples_of_Brands_That_Used_Neuromarketing
• http://advertising.yahoo.com/blogs/advertising
• https://socialcowmedia.com/6-major-brands-that-used-neuromarketing-to-increase-sales/
• https://www.thedrum.com/news/2017/10/06/how-ebay-has-been-reading-shoppers-brains-understand-consumer-cravings
• https://www.neurensics.com/en/case-lays-how-neuropricing-increased-lays-profits?hsLang=en
• https://leo9studio.com/blog/neuromarketing-research-example/#:~:text=They%20are%20a%20neuromarketing%20firm,and%20viewer%20response%20to%20advertisements.
• https://www.linkedin.com/pulse/does-disneys-success-lay-neuromarketing-marco-baldocchi/
• https://www.brandingstrategyinsider.com/neuromarketing-and-the-oscars/
• https://blog.hubspot.com/marketing/neuromarketing
• https://socialcowmedia.com/6-major-brands-that-used-neuromarketing-to-increase-sales/
• https://leo9studio.com/blog/neuromarketing-research-example/#:~:text=They%20are%20a%20neuromarketing%20firm,and%20viewer%20response%20to%20advertisements.

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References| Businesses

• https://www.neuralexperience.io/what-companies-use-neuromarketing/
• https://blog.hubspot.com/marketing/neuromarketing
• https://www.youtube.com/watch?v=3nBT9gAx_pM
• https://www.bitbrain.com/irt#:~:text=Implicit%20Response%20Tests%20are%20scientific,with%20less%20budget%20and%20time.
• https://blog.hubspot.com/marketing/sensory-branding
• https://hbr.org/2015/03/the-science-of-sensory-marketing

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