neuromarketing - how to detect consumers g-spot (kivilcim kayabali, salesbrain)

NeuromarketingHow to detect consumers G-spot

KIVILCIM KAYABALI

NeuromarketingThe science of human decision:• Neurometrics• BioMetrics• Psychometrics

© Copyright 2002-2010 SalesBrain

What do you want?

?Marketing


Facial coding

Voice analysis

Eye tracking

EEG

Skin conductance

MRI

What do you want?

MarketingNeuro


yes!STIMULUS

Applied NeuroMarketing


Your brain


Is there a Buy Button in The Brain

• “The reptilian always win!” C. Rapaille NeuroAntropologist

• “The amygdala (reptilian) has more influence on the cortex than the cortex has on the amygdala.” J. Ledoux Pr. Neuroscience NYU

• “Although system 2 (neocortex) believes itself to be where the action is, the automatic system 1 (reptilian brain) is the hero of the book... most people choices correspond to the predilection of system 1.” D. Kahneman 2002 Economy Nobel Prize


Reptilian Brain

• 500 M years old• Fast but limited• Present• on• Effortless• Unconscious• uncontrollable

New Brain

• 3-4 M years old• Slow but smart• past, Present, Future• On/off• effortful• Conscious• Controllable…

somewhat!


24 x 17 = ?

Spiral or Circles

the reptilian brain?

what stimulates


Six stimuli

To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain


Six stimuli

YOU



Six stimuli

Contrast


Six stimuli


Tangible


Parking

Mr. Clean


Tangible

Six stimuli


“The secret to a good movie is a hot opening, a hot close and…

…just don’t screw up in the middle.”

George LucasFilm Maker

Beginning & End


Six stimuli


Visual


Six stimuli


Emotional



Plutchik’sWheel of emotion

Emotional

DOES IT APPLY TO

OTHER areas of LIFE?

Visual


Leaks at Amsterdam

Shiphol airport urinals

…. reported a 80% decrease

in spillage!

Better Cleaning

Mary --Director of Food services in a school district-- feeds 2,000 kids a day….

…she can change the consumption of certain dishes by as much as 25% simply by changing the serving order.


Better Eating Beginning & End


Tall vs Wide :

• Kids poured/drank 74% less juice• Bartenders poured 27% less

Better Drinking Contrast

Chicago North Lake Shore

25 mph

Better Driving


Tangible

In San Marcos CA, energy users decreased their usage when they:

1. were informed of the average neighborhood consumption (-3.5%)

2. and even more if they received a smiley on their bill


Better Savings Emotional

To four stepsFROM 6 STIMULI


four steps


NeuromapTM


What if We all knew about the Reptilian!

TEacherSJudgesParentsSinglesdoctors

Film MakersMarketers

Better education Better JusticeBetter familiesBetter relationshipsBetter MedicineBetter entertainment It’s My job


NeuromarketingThe science of human decision:• Neurometrics• BioMetrics• Psychometrics


neuromarketing - how to detect consumers g-spot (kivilcim kayabali, salesbrain)

Technology

human decision

beginning

steps copyright2002

stimuli copyright2002

visual copyright2002

contrast copyright2002

emotional copyright2002

tangible copyright2002