subconsciously

Transcription

subconsciously

Subconscious
Decisions at the Shelf
Andrew Polhmann
A.K Pradeep
1. Nielsen Global and LatAm Shopper Trends
2. The Case for Neuromarketing
3. Applying Neuroscience to Shopper Marketing
4. Getting to ROI
5. Neurological Best Practices
The Consumer
of The
Future
LatAm
The Latin America Consumer Trends
Low Income
consumer
Eco-Friendly and
Healthier products
Aging and
urbanization
Women on
the spot
LatAm still has a gap compared to the other
markets for income concentration
Gini Index = 0 means no income concentration
Gini Index = 1 total income concentration
Source: UNO – IBGE
• 20% of the LatAm* richest
people concentrate 57% of the
income
• 20% of the poorest represent
only 4% of the income
Source: CEPAL
*LatAm considering 9 countries: Brazil, DR, Chile, Argentina,
Honduras, Ecuador, Panama, Mexico and Costa Rica 2010
Low Income
consumer
Aging and
urbanization
World Population Aging
% above 60 years old
World Population above 60 years old
Source: World Population Ageing – 1950-2050
2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
1970
The age pyramid in LatAm in the future will
look more like the profile in developed
countries
2000
2020
80 +
70-74
60-64
50-54
40-44
30-34
20-24
10-14
0-4
0
5
10
15
Million people
Life Expectancy
Birth Rate
5,0
72
76
61
2,5
2,0
LatAm
1970
Population Review 2008
1970/ ECLAC
Source: ONU
2000
2020
Developed: 79
2000
2020
Developed: 1,7
20
25
30
Aging and
urbanization
Low Income
consumer
Eco-Friendly and
Healthier products
Eco-Friendly - Sustainability
Sustainable
Products
Competitive differential
:
Communicate,
communicate,
communicate!!!
Point of purchase and
packages!!!!
Source: Forum on Sustainable Retail and Consumption - FGV 2009
How consumers perceive Retailers
about Sustainability…
Perceive the retail as a great
influencer of behaviors,
Confidence in the retail as a promoter of sustainability, once
the daily interaction with their clients is very strong
Expect the retail to take
social environmental aspects into
account when selecting their product assortment
Believe the sustainable
practices in the retail must be
continual, not sporadic actions
See the communication of sustainable
initiatives in the
retail positively, as a means to disseminate the example
Source: Forum on Sustainable Retail
and Consumption FGV 2009 (Brazil)
Prize companies that pioneer the adoption of
sustainable practices
Low Income
consumer
Eco-Friendly and
Healthier products
Aging and
urbanization
Women on
the spot
The women’s participation in the countries
economy has been increasing
% Females in the Economically Active Population
% Householder
2000
2002
2008
2009
Source: ECLAC
And they are making an important
contribution to Household
74 income. Only
67 100% on
around 20% of woman depend
62
their husbands.
54
% Woman contributing to HH
income
% of the total household's income
generated by Women
79%
84%
43%
46%
1MEX
Source: Nielsen women Of Tomorrow Study 2011
2BRA
3EMER
5
4D
Women in Mex and Brazil expect to
increase their contribution to HH
income in the next 5 years
Positive perspective in Emerging countries and the opposite in Develop ones..
Expect increase in their contribution to HH income
in the next 5 yrs 74
67
br a
br a
br a
62
54
64%
63%
62%
br a
br a
53
55
53%
52%
63%
Expect no change in their contribution to HH
income in the next 5 yrs
1 MEX
2 BRA
3 EMER
4 DEV
5 USA
6 FRANCE
Source: Nielsen women Of Tomorrow Study 2011
The Case for
Neuromarketing
Subconscious processing and the consumer experience
Our brains process 11,000,000 bits of sensory information every second.
But our conscious minds can only handle about 40 bits per second.
That’s a selection ratio of 0.000004%.
What happens to the other 10,999,960 bits of information?
Consumer brains process them subconsciously.
Are you measuring
them?
Breakthroughs in neuroscience
“We have learned
more about the brain
in the past five years
than during all of
human history
combined.”
Eric Kandel, M.D.
Nobel Laureate in Medicine
NeuroFocus Advisory Board Member
Interview with Charlie Rose, 2009
View the Charlie Rose Brain Series at http://www.charlierose.com/view/collection/10702
Why Now?
Three trends converging
Accelerating
breakthroughs in
neuroscience
Increasing power
of computing
technology
Evolution of
traditional
research
Neuromarketing
Revolution
Technology evolution
BRAIN ACTIVITY MEASUREMENT
2000s
1990s
BIOMETRIC MEASUREMENT
Dense Array
fMRI
1970s - 80s
MEG
(Magnetoencephalography)
Pupil Dilation, Galvanic Skin
Response, Eye Tracking
Electrode Cap
Traditional approaches have
left marketers demanding
more from research
Marketers still complain …
“Half of my marketing budget is wasted, I
just don’t know which half.”
Product developers still lament …
“80% of new products fail at the shelf.”
Exponential growth in computing
technology
Breakthrough methodologies in
neuroscience are only possible due
to parallel advances in computing
capacity, software tools and
algorithms
• Dense array EEG
• Millisecond timing
analysis
• Millimeter source localization
• Advanced signal-processing and
pattern-recognition algorithms
IT’S A JUNGLE
IN THERE...
HOW DOES A
SHOPPER DECIDE?
Duke/Stanford Study
Subconscious impact on purchase behavior
Duke/Stanford Study:
Can nonconscious activation of a goal influence
buying selection behavior at a later point in time?
Tanya L. Chartrand et al., “Nonconscious Goals and Consumer Choice,”
Journal of Consumer Research 35, no. 2 (8, 2008): 189-201.
Duke/Stanford Study
Nonconscious goal activation
A
psychology
experiment
at Duke
University
“Scrambled
sentence”
task primes
prestige or
thrift goals
Distracter
task, then
choose
either a
premium or
value
brand of
socks
Does
priming
affect
choice of
socks?
Duke/Stanford Study
You notice that it is time to throw away your
cotton crew socks and buy new ones.
CONSIDER THESE TWO OPTIONS:
Nike at
$5.25 for 1 pair
Hanes at
$6.00 for 2 pairs
Duke/Stanford Study
Impact on Consumer Choice
PERCENTAGE CHOOSING THE HIGHER-PRICED NIKE SOCKS
100%
80%
60%
48,0%
40%
19,2%
20%
“… none of the
respondents correctly
guessed the general
purpose of the study or
believed that incidental
exposure to words might
have altered their choice.”
0%
Prestige prime
Thrift prime
Five “neuro-lessons” for marketing
1. Most processing in the human brain occurs
subconsciously –below the level of conscious awareness.
2. Most of this subconscious processing is emotional, not
logical.
3. Subconscious processes have a significant effect on
shoppers’ attitudes, decisions, and behaviors.
4. Subconscious processes do not control us, but conscious
deliberation in consumer decision-making is the
exception, not the rule.
5. Your consumers cannot tell you about these influences,
because they are not aware of them.
Applying Neuroscience
to Shopper Marketing
What we do
How we do it
What we measure
up to 64 sensors collect data
2,000 times every second
fully capture activity across
all brain regions
eye-tracking and
pupillometry pinpoint
hot zones
neuroscience
applied to marketing
high resolution
EEGmeasures
brain response
World’s First Wireless Full-Brain EEG
Measurement Headset: Mynd™
ATTENTION
measures sustained focus and
shifts in focus over time
three metrics measured
directly at the brain
EMOTION
measures intensity of emotional
engagement and automatic
motivational classification of stimuli
MEMORY
measures formation and
strengthening of connections
in long-term memory
PERSUASION/PURCHASE INTENT
indicates a likelihood of attitude or
behavior change
market performance
indicators
NOVELTY
indicates something is new
and worth remembering
AWARENESS
indicates something is
understandable and
comprehensible
Deep Subconscious Response
Exciting
Entertaining
Teamwork
EXPOSURE TO STIMULI
BASELINE BRAINWAVE
MEASUREMENT OF MESSAGE
ATTRIBUTES OR BRANDS
Exciting
Entertaining
Teamwork
P-300 RESONANCE
CONFIRMS MESSAGE OR
BRAND ASSOCIATION
Full spectrum of applications
BRAND
Testing brands
across seven
dimensions of
NeuroFocus’
Brand Essence
Framework.
PRODUCT
An individual’s
sensory
responses to a
product.
Evaluation of
new product
concept and
messaging to
refine
innovation
cycle.
PACKAGING
Package
design and
performance.
Analysis of
neurological
responses to
graphics,
design
elements, and
messages.
ADVERTISING
Consumers’
subconscious
responses to
advertising
and other
messaging,
from
development
to execution
and media
placement.
IN-STORE
In-store
displays,
merchandising,
and layouts.
Proprietary
tools:
o Mobile EEG
testing
o N-Matrix 3D
Virtual Reality™
testing
7 Dimensions of the Shopper Experience
INFORMATION
INTERACTION
COMMUNITY
SHOPPER
EXPERIENCE
ENTERTAINMENT
SELF WORTH
SIMPLICITY
EDUCATION
Three methodologies to measure
in-store marketing effectiveness
1. MOBILE AMBULATORY TESTING
Test every aspect of a natural shopping
experience, live and in real-time
2. VIDEO REALISTIC TESTING (VRT)
More control, faster turnaround time in study
process
3. 3D VIRTUAL REALITY (N-MATRIX 3D™)
Change features & products digitally, test
numerous features at lower cost than setting up
mock store environments
Mobile Ambulatory Testing
The most “natural” approach to in-store testing
• In-store testing enables brainwave
and eye-tracking measurements
in the retail setting
• Study every aspect of the retail
environment
– brands
– competitive products
– shelf and free-standing displays
– product demos
– promotions
– videos, signage
– aisle layout and navigation
Video Realistic Testing (VRT)
More control, faster turnaround time
• VRT neuro-testing is a powerful,
comprehensive, accurate, reliable,
flexible, and actionable research
methodology
• Maintains variables and prevents
“noise” from corrupting results; improves
ability to isolate impacts on behavior
• Provides flexibility and speed in the
study process (ability to change
products, displays, pricing, etc.)
• Realistic settings include other shoppers
(unlike virtual reality)
3D Virtual Reality (N-Matrix 3D™) testing
Best for combining control and natural shopping experience
• Fully immersive shopping
environments
• Ability to rapidly configure “skins” to
simulate any store design
• Hundreds of products fully rendered
in high-resolution 3D
• Realistic physics
• Ability to navigate, manually select,
and manipulate in virtual space
• Fully integrated with neurometrics
data collection and eye-tracking
Getting to ROI
Benefits of neurotesting
Which cover would you pick off the
news stand?
Neuro-selected magazine cover
exceeded performance expectations
• Second highest selling
issue of the year
• Especially unusual for
the normally quiet
month of August
Graham Lawton, New Scientist Deputy Editor:
“… neurologically speaking, there was a clear winner
which stood out noticeably from the other two possible
covers. “
• 12 per cent increase
over the same issue in
the previous year
• “we would certainly say
the experiment was a
big success."
Neurodesign to improve shelf
performance
BEFORE
AFTER
Brain insights drove new design
Clear bottle –
beer is visible
Silver foil used only
around edges
Lime flavor showcased
Harmonious choice of fonts
(two fonts vs. three) Uniform
image behind text
Name visible on back of bottle
Immediate marketplace traction
Lift from introduction of neuro-designed bottle
0,0
-0,1
-0,2
-0,3
-0,4
-0,5
-0,6
New bottle introduction
-0,7
Share Point change
Volume % change
Neuro-designed aisle makeover
Rounded end-caps and category-separation in aisle

7% increase in target product sales
3% increase in aisle sales

Marketplace Validation
Groundbreaking Study of In-Market Effectiveness and
Pre-Test Effectiveness
Correlation between the in-market effectiveness and
NeuroFocus Measures is 85%.
Neurological Best
Practices to use on
Tuesday!
Place images on the left,
text on the right

BEST
PRACTICES

Minimize visual clusters
BEST
PRACTICES

No visual anchors –
that’s why finding
Waldo is not easy

Use unique fonts and font treatments
But make sure they can be easily decoded or
the effect will backfire

Grabs
attention
but can you
read it?
 
BEST
PRACTICES
Lead with emotion
Emotion is a critical component of persuasion
BEST
PRACTICES
Motion, novelty, error, ambiguity
Four ways to attract attention
PRACTICES
ERROR
MOTION
1
AMBIGUITY
NOVELTY
3
2
BEST
4
Sustain attention with simple
puzzles and surprises
BEST
PRACTICES
Iconic signatures of your brand
BEST
PRACTICES
Use as many senses as possible
in presenting your product
BEST
PRACTICES
Embed the product
So the story can’t be remembered without it
BEST
PRACTICES
Emphasize your product’s links
to the natural world
BEST
PRACTICES
Making the environment help
drive purchases
BEST
PRACTICES
Avoid sharp edges
and interruptions in
aisle and display
designs. In nature,
sharp edges are
dangerous. They
prompt an avoidance
response in the brain.
Integrating sensory experiences
BEST
PRACTICES
Multi-sensory
experiences stimulate
many regions of the
brain and greatly
enhance the shopping
experience.
Look beyond the usual
visual elements to
consider the impact of
touch, taste, smell and
sound.
Neurological Best Practices
Leveraging gender differences
The Male Brain
Suspicions Confirmed
Men and women are different biologically, psychologically, and socially.
65
Compared to the female brain, the male
brain has…
A Medial Preoptic Area (MPOA) that is 2.5
times larger. This is the area for sexual
pursuit.
Sexual pursuit is top-of-mind for most men
A more active Temporal Parietal Junction
(TPJ), the “cognitive empathy” brain hub.
Men often respond to emotional issues with
logic.
66
brain has…
A larger Dorsal Premammillary Nucleus
(DPN), contains the circuitry for territorial
defense, fear, and aggression.
Men are programmed to detect and
defend against threats.
A larger amygdala, the center for
detecting threats, fear, and danger.
Men are primed to react fiercely to threats
and fears.
67
brain has…
A smaller Mirror Neuron System (MNS), the system for
empathy and feeling what another person feels.
A smaller Anterior Cingulate Cortex (ACC): the seat
for worry, self-consciousness, ruminating.
The male brain doesn’t “fret” as much or as often as
the female brain
11% fewer neurons in the language centers of the
brain
Men talk less and have slightly smaller vocabularies
than women.
68
brain has…
A smaller Prefrontal Cortex: the center
responsible for making judgments and
suppressing impulses.
Men are more reactive, impulsive than women
A smaller hippocampus, the center for memory
storage
Men don’t remember details of events as well as
women do.
A smaller corpus callosum, the nerve fibers that
connect the two brain hemispheres
Men don’t multi-task – or recover from strokes -as well as women do.
69
Focused Shopping
Men tend to hone in more quickly
than women on what they're
looking for. Men are not browsers.
Men shop for what they need "now."
Women can shop for something
and put it away for "later."
70
Brand choices
Men are
more likely
than
women to
prefer and
buy brand
name
products
71
Women Shop; Men Buy
Men are goaloriented shoppers.
They shop to “win”
or to complete a set
goal
72
Get in/Get Out: Men on a Mission
Men spend less
time browsing, and
ask fewer
questions when
they are in-store
than women do
73
Men are impulsive shoppers
Keep your message short and focused
BEST
PRACTICES
Men respond to messages showing
advancement and success
BEST
PRACTICES
Tagline: “become the king of bluff”
Men are attracted to spatial
imagery
BEST
PRACTICES
76
BEST
Sex sells
PRACTICES
Sexual imagery
may be effective,
so long as it’s
appropriate for
your product
77
Straight-talk messaging
BEST
PRACTICES
Get to the point
quickly, clearly,
and directly
Use active,
declarative
statements
78
THE MOMMY BRAIN
79
The Most Evolved Brain
on the Planet
Birth and caring for
infants “literally reshape
the brain [into] a more
complex organ that can
accommodate an
increasingly demanding
environment. “
Craig Kinsley,
neuroscientist and author
80
Mommies are Better Shoppers
Moms use more areas of their brains at once
New connections between the right and left
hemispheres allow Mommy’s brains to be more efficient
in relaying information, gathering, synthesizing, and
integrating new messages
New moms improve basic memory and learning skills,
key strengths for multi-taskers, particularly when it comes
to shopping like activities
Why? Anything that brings her back to her children
quickly is an evolutionary advantage
81
Enhanced Senses
BEST
PRACTICES
Consider scent marketing for products and
stores.
Be vigilant about the condition of
stores/displays. The Mommy Brain notices
everything.
Avoid sharp corners in the aisles. They
create an avoidance response, particularly
among women with young children.
Engage as many senses as possible when
marketing to mommies
82
Larger Mirror Neuron System (MNS)
BEST
PRACTICES
Show people she can identify with doing things
she’d like to do.
Show others actively and obviously enjoying
your product.
Show realistic depictions of Mom and her family.
83
Sense of Community
BEST
PRACTICES
Present messages of opportunities to connect
with others, especially her family. Be authentic.
Images and pictures that show family and
community are highly appealing to mothers.
Show that you value community too—especially
her community.
84
Women are attracted to images BEST
of women in groups
PRACTICES
especially when enjoying a shared activity


Women engage faster with faces
and respond to direct eye contact
BEST
PRACTICES


Women process language more BEST
fluently than men
PRACTICES
so respond more readily to text-based ads
Increased Vigilance
BEST
PRACTICES
Point out safety features in a positive light (don’t
use scare tactics).
Provide plenty of information to allow her to make
an informed decision.
Acknowledge her for her vigilance and show that
you’re vigilant, too.
88
Greater Efficiency
BEST
PRACTICES
Make navigating your store, your site,
and your message as efficient and
easy as possible.
Consider grouping items that are used
together.
Provide information clearly and
concisely.
Use language that she understands
immediately.
89
Multi-tasking
BEST
PRACTICES
Show Moms multi-tasking and
appreciate how well she does it.
Provide tools (shopping lists, apps) to
make her life easier.
Use details to explain your product or
service—she will be able to take these
in.
90
Altruism
BEST
PRACTICES
Let Mommies know that you support a
cause.
Give her an opportunity to contribute,
too.
Caring and nurturing is one of her
strongest values and she will be drawn
to these themes and messages.
91
Product Failure Intolerance
BEST
PRACTICES
Be vigilant about the condition of
stores/displays. The Mommy Brain
notices everything.
Avoid sharp corners in the aisles. They
create an avoidance response,
particularly among women with young
children.
If your product or service has an issue,
be honest and open about it.
92
The Brain Makes Behavior
The subconscious level
of the mind is where
initial product interest,
trial consideration,
purchase intent, repeat
purchase decisions,
brand image, and
brand loyalty are
formed.

subconsciously

Transcription

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