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Consumer Neuroscience
fiction vs. fact
BrandNeuro@carolinewinnett#iiex
Our brains evolved for But today we use them for
Why do we need neuroscience?
A significant portion of our decision making is non-conscious. Understanding these processes is critical for
understanding human behavior.
$4.99 - $5.00is not the same as
$5.01 - $5.02
Loss aversion Temporal discounting
Visual illusions
Conceptual illusions
Tipping point
• Global brand adoption
• University training
• Neuroscience practices
Breaking news from the ARF:
Adding neurological measures to a “traditional” test of commercial creative can improve the predictive power of the test significantly.
Neuroscience
fMRI
EEG
Biometrics
GSR
Eye tracking
Facial coding
Behavioral economics
What are the methods?
Implicit Association Test
1-2-3
Facial coding
GSR
Eye tracking
Body motion
fMRI
EEG
Neuroscience
Test the brain directly
Behavioral economics
Apply neuroscience and psychology to consumer research
Biometrics
Test the peripheral nervous system
It’s mind reading
FICTION
Neuroscience can read your mind and will replace all survey research.
FACT
Neuroscience is a method to understand unconscious drivers and response. It is a critical component of market research.
It’s too complicated and expensive
FICTION
Neuroscience is too complex to assess for my research needs.
FACT
There are common-sense ways to evaluate providers. There are research methods to suit different budgets.
We’re not ready
FICTION
I’m not ready for neuroscience.
FACT
There is a provider and a methodology that can meet specific research goals.
The technologies are all here
FICTION
All the technologies have come to market.
FACT
The industry is still young. The field of neuroscience is itself young, so expect a long development period, with a fair degree of technology settling in about five years.
Future developments
Knowledge scaling
Music
Full brain, wireless EEG
fMRI temporal resolution and cost efficiencies
Neuropanels
Real-time environment control using neurological feedback
there are more
connections in the human brain than
there are stars in the entire Milky Way
galaxy
