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Exploring & Measuring Emotion: Neuropsychology &
Visual Thinking 2 October 2014
Neil Gains
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Divider slide Talking to the emotional brain
• Our brains think visually • Emotions are goal-directed
• Successful brands focus on goals
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Does market research use too many words?
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The age of the image
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System 1 and System 2
11 million bits per second 50 bits per second
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Verbal vs non-verbal?
INTIMACY
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The blink of an eye
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We think visually
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Divider slide The brain’s translation
toolkit
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Our first language
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What is emotion?
“Emo%ons are evolved mechanisms for mo%va%ng behaviour, helping us to seek what we need to survive by guiding us towards what we like and find pleasurable, while avoiding what may be harmful, damaging or painful. Emo%ons are a way to assess and interact with our ever-‐changing environment, taking into account our current needs and past experiences.”
[source: Emo,on: Pleasure and pain in the brain by Kringelbach & Phillips, page 123]
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Approach or avoid?
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At least 7 independent emotional systems
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Emotions guide us to the right behaviours
Self protection
Popular choice
Status
Exclusive choice [source: The Rational Animal by Kenrick & Griskevicius, 2013]
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Attention depends on goals
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Case study : back story
Back story Category codes
Emotional stories Validation Creative
workshop Experience
design
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Why is my advertising campaign not working?
• HK telco client launched first high profile ad campaign for years
• Targeting entrepreneurs, expats, business travel, geeks & others
• Initial indications that performance targets not being met
• “Why is my campaign not working?”
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What is the emotional message?
Freedom or destruction?
Independence or arrogance?
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Case study : consumer stories
Back story Category codes
Emotional stories Validation Creative
workshop Experience
design
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Visual Think Cards capture emotions
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Care & connection enable knowledge & creativity
Artist • Create opportunities
Guru • Stay ‘in the know’
Everyman • Stay connected
Caregiver • Secure network
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“She looks wild, tough, unconventional, but I prefer to work according to the rules” (business travel)
“Is this a hair or salon ad?” (entrepreneur)
“She is tough, not friendly and hard rto get close to. I wouldn’t want to be like her, she is not attractive.” (entrepreneur)
“I don’t get what it means by ‘creating doors to open’” (geek)
“I can relate to this, and I think the visual looks cool … It looks like a fashion ad, you can’t understand it without the text, and I’m not sure how to connect it with 1O1O.” (business travel)
“She is a cross of rough and polite, rebellious, individualistic. I don’t want to be like that. She is unique but isolated and cannot easily connect with others.” (geek)
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Case study : quantitative segmentation
Back story Category codes
Emotional stories Validation Creative
workshop Experience
design
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Target customers want understanding to help them create impact
0
20
40
60
80
100 WARRIOR (COURAGE)
ARTIST (CREATIVITY)
EXPLORER (DISCOVERY)
REBEL (DISRUPTION)
JOKER (FUN)
SEDUCER (INTIMACY)
EVERYMAN (BELONGING)
CAREGIVER (CARE)
IDEALIST (TRADITION)
RULER (CONTROL)
GURU (KNOWLEDGE)
CATALYST (CHANGE)
HK general Target segments
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What do customers want to feel? A blend of knowledge & change agent
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Divider slide Emotions speak in pictures
• Our brains think visually • Emotions are goal-directed
• Successful brands focus on goals
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Thank You www.tapestryworks.asia