neuromarketing research practices...• early claims by neuromarketing firms were exaggerated. •...
TRANSCRIPT
RESEARCH POSTER PRESENTATION DESIGN © 2011
www.PosterPresentations.com
DEFINITION AND METHODS USED
NEUROMARKETING: HOPE OR HYPE?
RELATED PROJECTS IN OUR LAB
ACKNOWLEDGMENTS
Funding was provided by the Stead Technology Services Group, marketing department
research funds, a University of Iowa Instructional Improvement Award, and an ICRU Fellow
scholarship. Thank you to Carl Beranek, John Carter, Marcy Kreda, and Bre Tobin for
assistance with data collection and David Maddox for database design on this study.
Special thanks to support provided by DJ Nayakankuppam.
NEUROMARKETING RESEARCH PRACTICES
a b
REFERENCES
Understanding Neuromarketing. Dr. David Lewis. Mindlab International Ltd. Page 4.
http://www.neuromarketing-labs.com/elektroencephalographie_en.html
http://online.wsj.com/news/articles/SB10001424052748704804204575069562743700340
http://info.4imprint.com/wp-content/uploads/1P-07-0710-July-Blue-Paper-Neuromarketing.pdf
SELECTED NEUROMARKETING CLIENTS
Neuromarketing firms use neuroscience methods such as brain imaging (e.g., fMRI, EEG) and physiological measurements (e.g., eye tracking, heart rate, skin conductance) to address marketing issues such as:
• Advertising effectiveness
• Package design
• Television commercial optimization
• Evaluating shopper marketing
• Website optimization
• Improving experiences during games
Examples of Methods Used
Functional Magnetic Resonance Imaging (fMRI)
• Detects brain activity. Particularly good spatial resolution.
• Able to measure subjects’ unconscious processes.
Electroencephalography (EEG)
• Detects brain activity. Particularly good temporal resolution.
• Able to measure subjects’ unconscious processes.
• Portable devices have been built allowing shoppers to wear EEGs while in stores.
Eye Tracking
• Measures gaze direction and pupil dilation.
• Used to determine where consumers focus attention
when looking at stimuli.
Facial Expression Recognition
Measures facial emotion expressions.
Used to assess emotional responses to stimuli.
Can also estimate age and gender.
1Peter Roth & 2William Hedgcock1School of Management, University of Iowa
2Department of Marketing, University of IowaContact: [email protected]
Our lab is currently running studies to evaluate whether physiological measureslike heart rate, heart rate variability, eye tracking, pupil dilation, and facialemotion expressions can predict movie outcomes (based on reactions to movietrailers) and success of television commercials.
SELECTED NEUROMARKETING STUDIES DONE BY FIRMS
Hope
• Brain imaging and physiological methods have proven track records in academic
research.
• These methods can provide important information about emotions and cognition
that often cannot be assessed other ways.
• Unconscious processes, including emotions, can be important drivers of purchase
decisions.
• Likely provide relevant information that traditional techniques cannot provide.
Hype
• Early claims by neuromarketing firms were exaggerated.
• Unsure whether results from a small number of subjects in a lab will generalize to
the marketplace.
• Track record unproven as many of the techniques are very new and most
neuromarketing research has not been published in peer reviewed journals.
• Concerns about the ethics of using these techniques.
Campbell’s Soup and Innerscope
Methods Used: Skin conductance, heart rate, respiration, eye tracking, and pupil dilation.
Goals: Determine factors that lead to soup purchases and evaluate new label design.
Study Overview: Interviewed subjects at their homes. Then monitored physiological responses as consumer were shopping.
Conclusion: Consumers who spent more time looking at soup varieties bought more soup than the consumer who made a quick decision. Label design needed to trigger emotional responses in consumers. Led to label with steam rising from soup. Designed four different color coded labels so varieties would be more visually distinct.
20th Century Fox and Neuroco (now part of Nielsen)
Methods Used: EEG and eye tracking.
Goal: Tested response rate to advertisements inserted into a videogame. Determine which ads would be the most successful.
Study Overview: Subjects walked in a virtual city and were exposed to a variety of advertisements with different placements (e.g., sides of buses, billboards).
Conclusion: Saturation campaign leads to diminishing returns.
fMRI image from our lab.
Eye tracking from our lab.
Facial expression recognition.
SELECTED NEUROMARKETING FIRMS
We have three goals:
1. Expose undergraduate and graduate students to these techniques.
2. Determine whether these techniques provide useful information to predictmovie trailer and television commercial performance.
3. Determine relative strengths and weakness of various neuromarketing andtraditional market research techniques.
ECG recording (left) and eye tracking (right) in our lab while participants viewed movie trailers and commercials.