dinsdag 24 september 13 · “coke seemed just slightly more bubbly than pepsi” logo no logo the...
TRANSCRIPT
dinsdag 24 september 13
A NEW DAWN IN RETAIL MARKETINGNEUROMARKETING INSIGHTS FOR FOOD AND RETAIL
Martin C. de Munnik
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1,5 KG25%100BILLION100TRILLION
500MILLION
DECISIONSDAILY
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CONCIOUS
SUBCONCIOUS
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OUR SUBCONSCIOUS CONTROLS OUR DECISIONS IN AN AUTOMATIC AND
EMOTIONAL PROCESS
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80% OF NEW PRODUCTS FAIL $ 200 BILLION BURNED$ 30 BILLION RESEARCHED
100 YEAR OF MODERN MARKETING
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STUDY THE ACTIVE BRAIN
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THE MARKETING BRAIN
NUCLEUS ACCUMBENSReward system
MEDIAL PREFRONTAL CORTEXProcessing emotions
MIRROR NEURON SYSTEMEmpathy
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THE BUYING BRAIN
Pain
Obtain
Knutson et al, 2007
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Galesse et al, 2001
EMPATHY - TRUST - COPY
THE MIRROR NEURON SYSTEM
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€ 90,- € 135,- € 280,- € 45,-€ 110,-
THE MEDIAL PREFRONTAL CORTEX
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Plasmann et al, 2009
STRONG BRANDSCONTROLING
EVOKED SETMANIPULATE
POWER BRANDSREWARD
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a truly Neurobased campaign
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NEUROMARKETING RESEARCH
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(McClure et al. 2005)
“Pepsi was sweeter and more carbonated”
“Coke seemed just slightly more bubbly than Pepsi”
LOGO
NO LOGO
THE PEPSI PARADOX
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STUDY CAMPAIGN EFFECTS
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Falk et al, 2012
SELFREPORT FMRI RESULTS
MRI THE BETTER PREDICTOR OF EFFECTIVENESS
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PREDICTINGCONSUMER BEHAVIOR
Falk et al, 2009
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MRI CAN PREDICT BEHAVIOR OF LARGE POPULATIONS WITH
A LIMITED NUMBER OF SUBJECTS
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Martin C. de MunnikProf. Dr Victor Lamme
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REGISTER BRAIN PATERNS
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READ EMOTIONS
DANGERDISGUST
FEAR ANGER
DESIRELUST
EXPECTATIONTRUST
VALUE INVOLVEMENTFAMILIARITY
ATTENTION NOVELTY
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ACTION
THE BRAIN ASSIGNS VALUE TO STIMULUS
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ACTION
MEASURING EMOTIONS; PREDICT BEHAVIOR
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VALUE CREATIVITY
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0,0#
2,0#
4,0#
6,0#
8,0#
10,0#
12,0#
14,0#
16,0#
18,0#
Sexy# Slim# Sterk#
Sexy#
Slim#
Sterk#
TRADITIONAL RESEARCH
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NEUROMARKETING RESEARCH
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ACTUAL SALES
+10%
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UNIQUEINSIGHTS
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REPUTATION & RELATION & RETENTION
ACTIVATE REWARD CENTRE
CREATE NEURAL HARDWIRE
ACTIVATE MIRROR SYSTEM
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GainPain
Obtain
ONLY EMOTIONS ACTIVATE REWARD
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PainGain
Obtain
PRICE IS A PERCEPTION
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Obtain
Gain
Pain
THE NEED TO WANT
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ON THE FLOOR
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LESS IS MORE
Krant 3
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EYE CONTACT
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20% LESS FINES
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explor ing the consumer bra in
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Copyrights: 2013 Neurensics
THANK YOU FOR YOUR T IME AND ATTENTION
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