optimizing online content - with the brain in mind

Optimizing online content With the brain in mind.

#TLE2014 The Live Event - London @KarstenLund

THE BRAIN

100 BILLION NEURONS

MORE POSSIBLE CONNECTIONS

THAN THERE ARE ATOMS IN THE UNIVERSE

FROM EARLY INFANCY

THE BRAIN IS A BATTLEGROUND

THE TEENAGE BRAIN IS VICTIM OF

SHEAR MASS MURDER

WHAT YOU ARE “EXPERIENCING” NOW

IS UP TO 15 SECONDS AGO

THE BRAIN

The brain is an evolutionary masterpiece – a biological prediction engine.

… But far from perfect

The brain can instantly

recognize otherwise hidden patterns

… recognize

faces that are not there

And yet…

And yet… you most likely

missed the giant Godzilla

“Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of

love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.”

Martin Lindstrøm

“Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.”

Martin Lindstrøm

“Using fMRI for my new book Brandwashed we discovered that (when iPhone users watch images of an iPhone) there’s a flurry of activation in the brain’s insula— which is connected to feelings of love and compassion – in short the subjects loved their iPhones; responding the same way they would respond to their boyfriend, girlfriend, niece, nephew, or family pet.”

Martin Lindstrøm

Russ Poldrack

http://zite.to/q3Jbz8

“Insular cortex may well be associated with feelings of love and compassion, but this hardly proves that we are in love with our iPhones. In Tal Yarkoni’s recent paper in Nature Methods, we found that the anterior insula was one of the most highly activated part of the brain, showing activation in nearly 1/3 of all imaging studies! So far as I can tell, this particular reverse inference was simply fabricated from whole cloth. I would have hoped that the NY Times would have learned its lesson from the last episode.”

““The warning signs on cigarette packages can actually make smokers urge more for a cigarette!!!””

Martin Lindstrøm

Nucleus Accumbens

““The warning signs on cigarette packages can actually make smokers urge more for a cigarette!!!””

Martin Lindstrøm

Nucleus Accumbens

Attention using Eyetracking

“The Unexpected Visitor”

… examine the painting freely

… estimate the material circumstances of the family

… assess the ages of the characters

… determine the activities of the family prior to the visitor’s arrival

… surmise how long the “unexpected visitor” had been away

Attention

There is Bottom Up

Bottom-up driven attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as

moving stimuli, and stimuli of high local luminance contrast

There is Bottom Up

Or.. The stuff we bump into

It’s Effortless

It’s Unconscious

It’s Always On

There is Top Down

Top-down attention mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’.

The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape

There is Top Down

Or… The stuff we look for

It’s effortfull

It’s conscious

It’s not always on

It’s Either Or

To be fair… there is also Neither

To be fair… there is also Neither Facial recognition, reading, symmetry etc. considered

as neither top down nor bottom up.

Example… Where is Waldo

Example… “The unexpected visitor”

The Slider – What to do?

UNLESS – You do it right…

PROSPECTIVE MEMORY

When you think about the future

You experience it like a memory you already have had

When optimizing content You need to know what people are likely to pay attention to

NEUROVISION

Bottom Up

NEUROVISION

Bottom Up

Predicting how popular a video will be (84%)

Ganni.com

Create Better Tests & Hypothesis

Knowing what implications a (change of) design has

Now that was attention…

What about emotion?

•  ATTENTION – what are consumers noticing and missing?

•  AROUSAL – what engages consumers?

•  MOTIVATION – what gains consumer interest, what generates desire?

•  COGNITIVE LOAD – information overload?

The Metrics…

In-Store Emotion & Attention Test … To see if exposure of an ad has any affect on choice

Tobii Glasses

Mounting of EEG and eye tracking equipment

Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad

GROUP 1 GROUP 2 GROUP 3

Tobii Glasses

CONTROL GROUP! TEST GROUP!

Tobii Glasses

PRODUCT FIXATION MOTIVATION SCORE

Brain responses predict purchase First second brain responses to products were

highly predictive of actual purchase

THANK YOU FOR YOUR TIME!

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