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INTRODUCTION

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•  Physical media – AKA direct mail – leaves a ‘deeper footprint’ in the brain.

•  Print shows a greater depth of emotion and connection than from interactions with advertising shown on a screen.

•  The 'real' experience that the physical media provides means it's better at becoming part of memory.

KEY TAKEAWAYS

Produce winning communications, time after time. Gain critical customer intelligence, otherwise unknown. Capture a larger share of wallet, through clear and relevant content.

WHY NEUROSCIENCE?

NEUROMARKETING

A PRIMER

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TRADITIONAL SURVEY METHODS

Subject to bias. Do not capture unconscious associations.

Conformity and product unfamiliarity can skew results. Cannot factor in pricing effects, etc.

KNOWING WHO & WHAT

UNDERSTANDING WHY

12"OLD PARADIGM

Think Do

“I think therefore I am.” Rene Descartes

OLD PARADIGM

13"NEW PARADIGM

Feel Do

Descartes Error by Antonio Damasio

NEW PARADIGM

95% OF ALL DECISIONS ARE BASED ON EMOTION

POWERHOUSE OF EMOTION

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Emotion is key input into

rationality.

BUT THEY ACT ON HOW THEY FEEL

PEOPLE MAY SAY WHAT THEY THINK

TECHNOLOGIES

NEUROMARKETING •  Neuroscience

–  EEG –  fMRI

•  Biometrics –  Eye Tracking –  Facial Coding –  Heart Rate –  Skin Response

Motion Novelty Dissonance

EMOTION TRIGGERS

Visual Awareness

You know what is likely to be seen or missed.

Software algorithm analyses image, and predicts areas of visual focus.

PREDICTIVE EYE TRACKING

Perceived value and quality Visual awareness

Emotional engagement Mental attention

Visual focus

EEG sensors collect brain activity. Eye-tracking measures visual focus.

ELECTROENCEPHALOGRAM (EEG) & EYE TRACKING

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Purchase Intent, Engagement, Salience, Familiarity, Confusion,

Jealousy

Activation in the n. acc, MPFC, amygdala, etc.

fMRI records blood oxygenation levels throughout the brain, in 3D.

FUNCTIONAL MAGNETIC RESONANCE IMAGING

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Baseline

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Stimuli

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Confirm

PREDICTING DECISIONS WITH fMRI

A! B! 1.  Participants in fMRI we asked to select button A or B.

2.  The emotional brain made the decision, up to 7 seconds before the conscious brain clued in. #Max Planck Institute (2011)

CASE STUDY & NEXT STEPS

Is there any difference between physical and virtual media?

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The printed communication, #surpassed the digital.

FINDINGS

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Tangible materials are more likely to: •  Become

embedded in memory

•  Promote positive brand association

Deeper footprint in the brain. Integration of visual and spatial information in the parietal lobe. More emotional processing. Important for memory and brand associations. Greater internalization. Responses connected with internal feelings, in the MPFC and cingulate. Millward Brown, 2009

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Millward Brown: Case Study Understanding Direct Mail with Neuroscience

©2009 Millward Brown

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Right retrosplenial cortex Bilateral cerebellum

Medial FPC Posterior cingulate into para cingulate

Research Insights

The work conducted on this project, to study the brain’s

reaction to different forms of media, went to a level not seen

before in market research. Some of our key findings were:

Tangible materials leave a deeper footprint in the brainNote: This is not just because the physical materials stimulate

both sight and touch; the subtraction of brain signals from

the scrambled materials accounts for this.

o� Material shown on cards generated more activity within

the area of the brain associated with the integration

of visual and spatial information (the left and right

parietal).

o� This suggests that physical material is more “real” to

the brain. It has a meaning, and a place. It is better

connected to memory because it engages with its spatial

memory networks.

Physical material involves more emotional processing, which is important for memory and brand associationso� More processing is taking place in the right retrosplenial

cortex when physical material is presented. This is

involved in the processing of emotionally powerful stimuli

and memory, which would suggest that the physical

presentation may be generating more emotionally vivid

memories.

o� Physical activity generates increased activity in the

cerebellum, which is associated with spatial and emotional

NB The red area in the images of the brain represents greater oxygenated blood flow (and

hence activation) stimulated by physical ads. The blue areas are regions activated more by

virtual ads. The “cross hairs” highlight the named brain region.

Left parietal

Right parietal

processing (as well as motor activity) and is likely to be

further evidence of enhanced emotional processing.

Physical materials produced more brain responsesconnected with internal feelings, suggesting greater “internalization” of the adso� The medial PFC and cingulate are the parts of the

brain associated with emotional engagement. They are

activated more by physical materials.

o� The brain’s “default network” appeared to remain more

active when viewing direct mail. Activity in this brain

network has been associated with a greater focus

on a person’s internal emotional response to outside

stimuli. This suggests that the individuals were relating

information to their own thoughts and feelings.

While in no way denigrating virtual media, which clearly has

specific benefits in terms of targeting and interactivity, the

study does reveal that there is something special about the

physical medium.

DETAILED FINDINGS

Millward Brown: Case Study Understanding Direct Mail with Neuroscience

©2009 Millward Brown

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Right retrosplenial cortex Bilateral cerebellum

Medial FPC Posterior cingulate into para cingulate

Research Insights

The work conducted on this project, to study the brain’s

reaction to different forms of media, went to a level not seen

before in market research. Some of our key findings were:

Tangible materials leave a deeper footprint in the brainNote: This is not just because the physical materials stimulate

both sight and touch; the subtraction of brain signals from

the scrambled materials accounts for this.

o� Material shown on cards generated more activity within

the area of the brain associated with the integration

of visual and spatial information (the left and right

parietal).

o� This suggests that physical material is more “real” to

the brain. It has a meaning, and a place. It is better

connected to memory because it engages with its spatial

memory networks.

Physical material involves more emotional processing, which is important for memory and brand associationso� More processing is taking place in the right retrosplenial

cortex when physical material is presented. This is

involved in the processing of emotionally powerful stimuli

and memory, which would suggest that the physical

presentation may be generating more emotionally vivid

memories.

o� Physical activity generates increased activity in the

cerebellum, which is associated with spatial and emotional

NB The red area in the images of the brain represents greater oxygenated blood flow (and

hence activation) stimulated by physical ads. The blue areas are regions activated more by

virtual ads. The “cross hairs” highlight the named brain region.

Left parietal

Right parietal

processing (as well as motor activity) and is likely to be

further evidence of enhanced emotional processing.

Physical materials produced more brain responsesconnected with internal feelings, suggesting greater “internalization” of the adso� The medial PFC and cingulate are the parts of the

brain associated with emotional engagement. They are

activated more by physical materials.

o� The brain’s “default network” appeared to remain more

active when viewing direct mail. Activity in this brain

network has been associated with a greater focus

on a person’s internal emotional response to outside

stimuli. This suggests that the individuals were relating

information to their own thoughts and feelings.

While in no way denigrating virtual media, which clearly has

specific benefits in terms of targeting and interactivity, the

study does reveal that there is something special about the

physical medium.

Millward Brown: Case Study Understanding Direct Mail with Neuroscience

©2009 Millward Brown

2

Right retrosplenial cortex Bilateral cerebellum

Medial FPC Posterior cingulate into para cingulate

Research Insights

The work conducted on this project, to study the brain’s

reaction to different forms of media, went to a level not seen

before in market research. Some of our key findings were:

Tangible materials leave a deeper footprint in the brainNote: This is not just because the physical materials stimulate

both sight and touch; the subtraction of brain signals from

the scrambled materials accounts for this.

o� Material shown on cards generated more activity within

the area of the brain associated with the integration

of visual and spatial information (the left and right

parietal).

o� This suggests that physical material is more “real” to

the brain. It has a meaning, and a place. It is better

connected to memory because it engages with its spatial

memory networks.

Physical material involves more emotional processing, which is important for memory and brand associationso� More processing is taking place in the right retrosplenial

cortex when physical material is presented. This is

involved in the processing of emotionally powerful stimuli

and memory, which would suggest that the physical

presentation may be generating more emotionally vivid

memories.

o� Physical activity generates increased activity in the

cerebellum, which is associated with spatial and emotional

NB The red area in the images of the brain represents greater oxygenated blood flow (and

hence activation) stimulated by physical ads. The blue areas are regions activated more by

virtual ads. The “cross hairs” highlight the named brain region.

Left parietal

Right parietal

processing (as well as motor activity) and is likely to be

further evidence of enhanced emotional processing.

Physical materials produced more brain responsesconnected with internal feelings, suggesting greater “internalization” of the adso� The medial PFC and cingulate are the parts of the

brain associated with emotional engagement. They are

activated more by physical materials.

o� The brain’s “default network” appeared to remain more

active when viewing direct mail. Activity in this brain

network has been associated with a greater focus

on a person’s internal emotional response to outside

stimuli. This suggests that the individuals were relating

information to their own thoughts and feelings.

While in no way denigrating virtual media, which clearly has

specific benefits in terms of targeting and interactivity, the

study does reveal that there is something special about the

physical medium.

CONCLUSIONS

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•  Deeper footprint in the brain. •  Assigns more meaning. •  Helps internalize message. •  Help people relate message to

their own thoughts/feelings.

NEXT STEPS: ADD TEXTURE

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NEXT STEPS: INTEGRATE WITH MOBILE

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NEXT STEPS: PERSONALIZE

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NEXT STEPS: CONVEY AN EMOTION

•  Engage more senses •  Trigger more brain activity •  Select right colour & imagery •  Gain brand recognition

•  Make it memorable •  Elicit positive emotional

engagement •  Generate desire to convert

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Diana Lucaci diana.lucaci@trueimpact.ca www.trueimpact.ca

THANK YOU

Q&A"

Time for your questions!"

Type your questions in the “Questions” section.

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