PREDICTING  CONSUMER  BEHAVIOR

Mar5n  de  Munnik  Founding  Partner  /  CCO

AMSTERDAM  -­‐  BERKELEY  -­‐  BUENOS  AIRES  -­‐  SAO  PAULO  -­‐  STUTTGART  

1.5  KG25%100  

BILLION

500  MILLION  

DECISIONSDAILY

OUR  SUBCONSCIOUS  CONTROLS  ALL OUR  DECISIONS  IN  AN  AUTOMATIC  

AND  EMOTIONAL  PROCESS

GROWING SCIENTIFIC EVIDENCE

STUDY  THE  ACTIVE  BRAIN

 THE  CONSUMER  BRAIN

NUCLEUS  ACCUMBENS  Reward  system    

MEDIAL  PREFRONTAL  CORTEX  Processing  emo5ons    

MIRROR  NEURON  SYSTEM  Empathy

CTHE  BUYING  PROCESS

Pain

Gain

Knutson et al, 2007

Galesse et al, 2001

EMPATHY - TRUST - COPY

THE  MIRROR  NEURON  SYSTEM

€ 90,- € 135,- € 280,- € 45,-€ 110,-

THE  MEDIAL  PREFRONTAL  CORTEX

Plasmann et al, 2009

STRONG BRANDSCONTROLLING

EVOKED SETMANIPULATE

POWER BRANDSREWARD

a truly Neurobased campaign

PREDICT  BUYING  BEHAVIOR

EMOTIONS  RELATED  TO  SALES

DANGER DISGUST

FEAR ANGER

DESIRE LUST

EXPECTATION TRUST

VALUE INVOLVEMENT FAMILIARITY

ATTENTION NOVELTYPREDICT                                                INTENTION

THE  BRAIN  PATTERN  OF  EFFECTIVENESS

EFFECTIVE

NOT EFFECTIVE

200 ADVERTISEMENTS

VALUE  CREATIVITY

PREDICTING  SALES

0,0#

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14,0#

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Sexy# Slim# Sterk#

Sexy#

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TRADITIONAL  RESEARCH

NEUROMARKETING  STUDY

ACTUAL  SALES

+10%

PREDICTING  AN  EFFIE

PACKAGING  DESIGN

NEURENSICS & HEINEKEN (2011)

NIEUW OUD

REVOLUTION  VERSUS  EVOLUTION

NIEUW OUD

EVOLUTION  VERSUS  REVOLUTION

UNIQUE  INSIGHTS

AFTER  1.000  NEUROMARKETING  SCANS

WE  SELL  CONSIDERATIONS

GainPain

Obtain

ACTIVATE REWARD CENTRE CREATE NEURAL HARDWIRE

ACTIVATE MIRROR SYSTEM

BUILDING  BETTER  BRANDS

REFERENCE GROUPS

"We  are  here  for  crea+ve  people."

Peer  groups  are  organically  formed,  constantly  changing,  emo+onal  mobs.

NEVER  GIVE  DISCOUNT

ALWAYS  SHOW  PEOPLE

20%  LESS  FINES

ING-IM 5

ING-IM 3

ALWAYS  USE  MUSIC

MAKE  IT  PERSONAL

ONLINE AND NEUROMARKETING

MEER  WETEN?

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STIMULUS

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