Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com
For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material
‘Should we be neuroman;cs or neuroscep;cs?’
David Penn, Managing Director, Conquest
David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Should we be neuromantics or neurosceptics ? David Penn, Managing Director, Conquest
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
What I’m going to talk about
Why neuroscience is not the same as neuromarke,ng
Why we must not forget the science in neuroscience
Why there are so few case studies in public domain
Neuroman,c or neuroscep,c -‐ why the jury' s out
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Why the interest in neuroscience?
Neuroscience has revolutionised our
understanding of how the consumer makes
decisions
Increasing frustration with the limitations of
conventional MR techniques –
particularly for emotion
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Let’s get our terminology right
The scientific study of the
nervous system
The study of how our
thoughts and feelings are implemented into the brain
The use of neuroscientific technologies to measure response to marketing
stimuli
Neuroscience Cogni-ve Neuroscience
Neuromarke-ng Neurometrics
Neuromarketing is not synonymous with neuroscience
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
What does Cognitive Neuroscience tell us?
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
What has neuroscience ever done for us?
Neuroscience shows that conscious decisions seem to be based on emotional rather than rational cues, or triggered subconsciously:
- a large proportion of human motivations thus lie below the level of consciousness
- emotions cannot be measured adequately via self-report verbal indicators
Modern (cognitive) psychology tells us that some decisions are made intuitively, automatically and without any conscious control or effort.
Marketers seek new ways to explore preconscious, non-verbal stages of information processing even though we know little about the way the brain
processes marketing stimuli.
Client logo here
Our conscious mind is only the tip of the iceberg
Conscious, rational, verbal
Unconscious, emotional, non-verbal
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuroscience challenges our consumer model
We weigh up the benefits of the options on offer, choosing the best one.
We are not in control of, or even aware of, most of our reasoning, which is influenced by our emotional response.
We can explain our behaviour, our thinking and our emotions.
We have a vast and automatically operating unconscious mind, but we have no direct conscious access to it.
FROM… TO
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuroscience has changed our view of the consumer…
“ Whenever emotions conflict with thinking, emotion wins.
We are about as effective at stopping an emotion as stopping a sneeze. - Antonio Damasio
“ ”
Emotion leads to action, while reason leads to conclusions. - Donald Calne
”
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
And it makes us question conventional MR
What happens in our brain
How it makes us feel
How we explain it to ourselves
Emo-on Feelings Ra-onalisa-on
Conven-onal MR
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Conventional research measures the head but not the heart
Rational Response
?
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
The more we think and consider, the further we get from our emotions
The Key Problem of Conventional MR
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
“Emotion without cognitive appraisal is really just
arousal” Mast and Zaltman
The Key Problem in Understanding Emotion
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Which is where neuromarketing comes in. . .
Question: How can we understand emotion without asking people how
they feel?
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
We’ve been trying to look into the brain for centuries
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
And we discover that consumers do not always tell us the truth about why they buy brands
Now we can look into the brain via fMRI
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuromarketing techniques
Measures increased
oxygen levels in blood flows within brain
Captures minute
electrical signals
produced by brain
Eye-tracking Skin-response
fMRI EEG Biometrics
Primary Secondary
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuroscientists in US found that in a blind product test of Coke/Pepsi only those parts of the brain relating to sensory judgement were active.
Brain imaging (fMRI) showed that Coke branding activated areas of the brain associated with emotional judgement, whilst knowledge of Pepsi had no corresponding effect.
But when respondents were told what they were drinking, preference switched in Coke’s favour, and parts of the brain associated with emotional response became active.
The Birth of Neuromarketing
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Why isn’t fMRI used more widely?
Poor temporal resolution – Can take 5 secs for added blood supply to reach activated/ affected part of the brain
Claustrophobic and stressful respondent experience
BUT. . . Hugely expensive (non-portable) equipment
It’s the only neuromarketing technique with sufficiently high spatial resolution to locate activity in specific brain regions
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
What about Biometrics?
Eye tracking is supported by ‘strong eye hypothesis’ which says that a person cognitively processes info at the same time as their visual attention is fixed on that object.
Skin conductance can measure the degree of arousal created by a stimulus
Facial EMG measures voluntary and involuntary facial muscle movements which may reflect conscious or unconscious expression of emotion
Question: Can these techniques tell us the emotional valence (meaning) of the response?
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Issues with Biometrics
No full agreement about the impact of emotional valence on visual attention. Most evidence shows that both negative and positive stimuli capture attention.
Pupil dilation alone is not a good indicator of affective states
Skin conductance cannot determine the direction or valence of emotional reaction but merely measures degree of arousal
Can we determine emotional valence using other approaches?
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
EEG
EEG relies on a model put forward by Davidson (as early 1979) that the left Prefrontal Cortex (PFC) is involved in approach behaviour whereas right PFC is involved in withdrawl from aversive stimuli.
Thus greater Left PFC activity is associated with positive affect but greater right PFC implies processing of negative affect.
Evidence is compelling, but not completely conclusive because anger, which is an approach but a negatively valenced emotion, cannot be separated from happiness
Electroencephalography
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Emotions and reasoning sit side by side in our brains
Orbital PFC
Pre-Frontal cortex
Hippocampus
CONSCIOUS REASONING
Amygdala
Limbic System
EMOTION
Dorsolateral PFC
“One unwitting consequence of my work …is the view that the PFC is the primary region for emotion/motivation… (Yet) the prefrontal sector most directly associated with emotion is the
orbital PFC - which is the sector least likely to be recorded by EEG. “ Davidson 2004
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Why EEG must be treated with caution
The dorsolateral PFC is most associated with cognitive control but is the region that is most directly reflected in EEG recordings.
Thus the parts of the PFC that contribute most to electrical signals represent only a small part of this circuitry.
Emotion and motivation are instantiated in complex circuitry involving various bits of PFC, the amygdala and hippocampus.
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
New approaches to MR
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
APPROACH SOURCE RATIONALE APPLICATION
Facial Coding Social Psychology (Ekman)
Facial expressions link to emo;on and are universal
1.Decoding of facial expressions 2. Proxies of facial expressions
Implicit Associa;on Tests
Social Psychology We are influenced/biased by stuff in our implicit memory that were not consciously aware of
Measures of speed of associa;on – o_en with primed s;muli
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
We had emotions before we had language
“ ”
By engaging the language of visual imagery, we enable a richer description of our inner feelings.
- Gerald Zaltman
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
APPROACH SOURCE RATIONALE APPLICATION
Metaphor Analysis Cogni;ve Linguis;cs Metaphors are (universal) thought constructs which underpin language and which link directly to emo;ons
Quan;ta;vely -‐ via visualised metaphoric scales.
Qualita;vely -‐ via deconstruc;on of images
“Output” Analysis Semir Zeki “Spendours and Miseries of the Brain”
Language/art/literature are brain outputs and can be deconstructed to understand underlying brain concepts
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Understanding the Social Brain…
Mirror Neurons provide a neurological basis for sharing emotions
“…a remarkable neural event: the formation between two brains of a functional link - with the output of one becoming input to drive the other…” Goleman (2006)
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuromantics or Neurosceptics?
The sorts of validation exercises …which have been an essential part of the adoption of survey based techniques.. have not been done for neuroscience based methods. Survey based work has a proven link to behaviour. It may not tell the whole story, but to abandon it in favour of neuroscience would mean abandoning methods that have demonstrable meaning and insight.
Graham Page, Millward Brown
Only (EEG )can provide direct measurement of neurological activity in the brain, registered at the true speed of thought.
AK Pradeep, Neurofocus
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuromantics or Neurosceptics?
Marketers are not interested in science or complexity…they want simplicity – an easy to understand, single number solution…There is a temptation to over-simplify and over-claim.
Max Sutherland, psychologist and marketing consultant
I compare advertisers to Christopher Columbus gripping a simple map of the earth he believed to be flat. Thanks to (neuromarketing) we’re now able to see an almost Aristotelian shift in thinking; companies are beginning to realise that the world, in fact, is round.
Martin Lindstrom, Buy.OLOGY
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuromarketing – the Jury is Out!
Verbal responses about emotion are unreliable
Respondents post-rationalise
Too much goes goes on unconsciously to rely on conscious response
We cannot see into our own brains
Neuromarketing tells us what we can’t know through other means
For
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Neuromarketing – the Jury is Out!
Difficult to locate specific emotions in the brain – except, perhaps, via fMRI
Most neuromarketing techniques give either a partial (EEG) or secondary/ time-lagged reading like bio-metrics
We can observe a brain response (arousal) but that doesn’t tell us about its valence or how it feels
We know little about the way the brain processes marketing stimuli
Against
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
“In neuromarketing there is no M = MC squared equation" Richard Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive US Company
The science is good enough for experimentation rather than commercial application
This field has become commercialised too soon, with too many vested interests claiming that their technique is the answer plus too little sharing of knowledge and genuine academic investigation
DISCUSS!
Final Thoughts
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Thank you
David Penn
Conquest
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Q & A
Ray Poynter The Future Place
David Penn Conquest
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
Contact
David Penn Managing Director
*: (:
[email protected] +44 208 834 0900
www.conquestuk.com www.metaphorixuk.com
Speaker David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011
A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com
For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material
‘Should we be neuroman;cs or neuroscep;cs?’
David Penn, Managing Director, Conquest
David Penn, Conquest, UK NewMR Neuroscience, Biometrics and MR – April 15 2011