„Half the money I spend on advertising is wasted;

the trouble is I don't know which half.“

John Wanamaker,

Marketing Pioneer

1920s

Interviews, focus groups, questionnairesetc.

„The trouble with market research is

that people don’t think how they feel,

they don’t say what they think

and they don’t do what they say.”

David Ogilvy, Werbeguru

1960s

I FEEL, therefore I

am.

António Damásio,

Neuro scientist

2000s

2004: THE Pepsi /

Coca Cola Test

50% 50%vs.

Brand Preference (1)

Quelle: Neuron, Read Montague, Vol. 44, 379–387, October 14, 2004

Blind test

75% 25%vs.

Brand preference (2)

Quelle: Neuron, Read Montague, Vol. 44, 379–387, October 14, 2004

Quelle: Neuron, Read Montague, Vol. 44, 379–387, October 14, 2004

NEUROMARKETING & CONSUMER BEHAVIOUR

• Neuro Science• Advertising KNOW HOW

• Algorithms• Research design

Prof. Dr. Victor Lamme

Martin C. de Munnik

• Neuro science• PRICING KNOW HOW• Algorithms

• Research DESIGN

Dr. Kai Müller

• Infrastructure • Test persons

• Marketing KNOW How• Interpretation

Mag. Erwin

Hemetsberger, MBA

Prof. Dr. Alexander Maier, PhD, Assistant Professor of Psychology, Vanderbilt University Expert in Brain Data Analysis

Prof. Dr. Dino Levy, PhD, Assistant Professor of Neuromarketing and Neuroeconomics, Tel-Aviv University Expert inNeuroeconomics and fMRI

Prof. Dr. Victor Lamme, MD, Professor of Cognitive Neuroscience, Amsterdam University Expert in Neuromarketing, Neuroeconomics, fMRI and EEG

Prof. Dr. Steven Scholte, PhD, Associate Professor of Cognitive Neuroscience, Amsterdam University Expert in Neuroeconomics and fMRI

Prof. Dr. Konrad Zerr, PhD, Professor of Marketing Research, Pforzheim University Expert in Marktet research

Prof. Dr. Christoph Braun, PhD, Professor of Behavioral Neurobiology, University of

Tuebingen Expert in MEG

Prof. Dr. Hubert Preissl, PhD, Assistant Professor, University Clinics Tuebingen Expert in MEG and fMRI

Prof. Dr. Uwe Ilg, PhD, Professor of Neuroscience, University of Tuebingen Expert in Brain Data Analysis and Eye Tracking

Prof. Dr. Stefan Hencke, D.Eng., Professor of Marketing, Trier University of Applied Sciences Expert in Marketing and Communications Strategy

Und dann gibt ES DA noch …

+ + =

Mean values

Test results

Standard deviation

85% EFFIE -Forecast

80

90

100

110

120

Involvement

Familiarity

Value

Trust

Expectation

Lust

Desire

Attention

Novelity

Fear

Anger Disgust

Danger

Effies (most effective advertisement), Goldene Lion (most entertaining

advertisement) Lead Lion (most annoying advertisement)

+ + =

Hir

nak

tivi

tät

Optimum

Preis [€]

Quality doubts!

Shock –Price rigging!

1,90 €

Weakreaction

Strongreaction

0,10 €

2,40 €

9,90 €

Brain reaction at 2.40 €

2,40 €

€ 0.05 € 0.95 € 4.65Price

Pe

rce

nt

Latte Macchiato -Experiment

Questionnaire

54% buyer readiness at € 0,95

31% buyer readiness at € 0,95

EEG

0%

50%

€ 0.05 € 0.95 € 4.65Price

Pe

rce

nt

Actual consumer behaviour

27% buyer readynessat € 0,95

Latte Macchiato -Experiment

0%

50%

Our clients

50%65%

85%

50%

35%

15%

Predictability

No marketresearch

50%65%

85%

50%

35%

15%

Predictability

Classic marketresearch

50%65%

85%

50%

35%

15%

Predictability

NEWmarket research

www.excentric.at