optimizing online content - with the brain in mind

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Optimizing online content With the brain in mind.

#TLE2014 The Live Event - London @KarstenLund

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THE BRAIN


100 BILLION NEURONS

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MORE POSSIBLE CONNECTIONS

THAN THERE ARE ATOMS IN THE UNIVERSE

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FROM EARLY INFANCY

THE BRAIN IS A BATTLEGROUND

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THE TEENAGE BRAIN IS VICTIM OF

SHEAR MASS MURDER

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WHAT YOU ARE “EXPERIENCING” NOW

IS UP TO 15 SECONDS AGO

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THE BRAIN


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

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

… But far from perfect


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The brain can instantly

recognize otherwise hidden patterns

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… recognize

faces that are not there

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And yet…

And yet… you most likely

missed the giant Godzilla

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“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

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“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

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“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.”

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

Martin Lindstrøm

Nucleus Accumbens

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

Martin Lindstrøm

Nucleus Accumbens

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Attention using Eyetracking

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“The Unexpected Visitor”

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… examine the painting freely

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… estimate the material circumstances of the family

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… assess the ages of the characters

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

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

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Attention

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There is Bottom Up

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There is Bottom Up

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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

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There is Bottom Up

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Or.. The stuff we bump into

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It’s Effortless

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It’s Unconscious

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It’s Always On

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There is Top Down

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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

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There is Top Down

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Or… The stuff we look for

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It’s effortfull

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It’s conscious

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It’s not always on

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It’s Either Or

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To be fair… there is also Neither

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

as neither top down nor bottom up.

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Example… Where is Waldo

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Example… “The unexpected visitor”

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The Slider – What to do?

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UNLESS – You do it right…

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PROSPECTIVE MEMORY

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When you think about the future

You experience it like a memory you already have had

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

NEUROVISION

NEUROVISION

Bottom Up

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Predicting how popular a video will be (84%)


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Ganni.com


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Ganni.com


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Ganni.com


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Ganni.com


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Ganni.com


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Ganni.com


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Create Better Tests & Hypothesis

Knowing what implications a (change of) design has

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Now that was attention…

What about emotion?

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•  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…

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

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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

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Tobii Glasses




CONTROL GROUP! TEST GROUP!

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Tobii Glasses




PRODUCT FIXATION MOTIVATION SCORE

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Brain responses predict purchase First second brain responses to products were

highly predictive of actual purchase

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THANK YOU FOR YOUR TIME!

optimizing online content - with the brain in mind

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