Live blogs by @LoveStats of @Conversition. This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.
Seven Dimensions For Shopper Marketing Success
Dr. A.K. Pradeep, Chief Executive Officer, NeuroFocus, Inc.
- MR is hip and cool [and he has dressed the part and is talking the part:) ]
- [Now we’re watching a wrap video about market research, by “cool” people in suits]
- We have learned more about the brain in the past five years than all of human history combined
- Dense array EEG, millisecond timing analysis, millimeter source location, signal processing and pattern recognition algorithms. [Wow. typed that without looking without one typo!]
- Is eyetracking a poor person solution? When you look at something, maybe it’s interesting, or because you’re confused. You can’t tell with just one tool.
- I may be looking at you so you think i am totally engrossed in you but really, i’m not. 🙂
- We are not creating neuroscience. We are taking the wo
rk of scientists and applying it to marketing.
- We measure attention, emotion, retention
- 100 million bits of information going to the brain and we process 40. yeah, 40.
- You don’t pay conscious attention as you navigate a store. Things you do to pull attention aren’t working.
- Why are you tired after shopping for three aisles? Your hungry computer brain has been very busy. Attention is very important.
- Emotion can be measured directly in the brain. Don’t ask consumers how they feel. The act of thinking about it, changes it. Don’t ask your spouse if they love you. 🙂
- Retention: One scene of an ad or movie reminds you of the entire ad or movie. There is no media spend for that replay of the ad. Reactivate the ad at the point of purchase.
- Purchase intent – motivation to buy. Novelty, brain loves newness. Your brain is constantly asking is this new, is this new, is this new [i do that in EVERY presentation 🙂 ] Awareness – did you get it?
- You can measure all of this without asking one single question.
- What does the brain say is a superior shopping experience?
- How easy and intuitive is it to get information? Do we overload brain? Any time attention goes down and memory goes up, the brain is telling you its intuitive.
- Interaction – can you interact with the product? Apple store lets you play with everyone. Other stores have everything under lock and key because I don’t trust you.
- I’m sure you talk about the homunculus every day [this guy is funny!] 60% is dedicated to palms and lips. do you let people use their palms? The cart you’re pushing doesn’t count.
- Coke in a bottle tastes better than a can. The shape, the ridges, the round glass, your brain is firing.
- Why is he asking questions? He doesn’t really care what we think. He is pushing for interaction.
- Entertainment – We need a break. Talk to their brain not just their wallet. Entertainment is emotional. It takes away from attention.
- Education – Give me one single fact, even just one per day. People will go to your restaurant wondering what your daily fact is. The brain loves this. It doesn’t have to be amazing. We like the stupid stories on the back of packages about how hard the founder worked and nobody helped him ever. When you know where something comes from, your brain thinks it is superior information. That’s a good fact.
- Simplicity – Don’t make me waste my energy. We can count to three. The brain loves three. Step 1,2,3. Take 7 down to 3. Maybe we just need three commandments instead of ten. 🙂 Simplicity is the rule of 3. The cereal aisle is the worst aisle. it all looks the same. they’re all seemingly different. It looks like someone walked through the aisle and threw up with all those colours. [this guy is HILARIOUS!]
- Self-worth or self-esteem – have i made my consumer feel better about themselves by picking my product? It doesn’t have to come from someone saying how smart or great you are. A puzzle that you solve can do it. How do I get shoppers in my aisle? Not balloons, not signs, put a mirror. 🙂 The mirror is a compliment. [ok, we’re all laughing now] This is brain food.
- Community – A part of us is still a teenager. Biologically, teenagers cannot reason as well but they do understand the language of emotion. “Do your homework and you’ll make me happy” makes more sense than “Do your homework and you’ll get a good job”. Your ability to reason is behind emotions. The brain finds safety in groups. Community is critical and comforting for the human brain. This is why facebook is powerful. A community in the store, at the aisle?
- It is not the promotions that make a better experience. It is superior when the consumer lingers in the store.
- No way? Way! The LoveStats Book!
- Like A Survey: You already know social media research by Conversition
- Leading Through Transformation, Anne Mulcahy
- Cross Media Marketing by InsightExpress and Disney
- Dude-ology by A&E
- Vendor Freebies: Vote for your favourite!
- Better way to Use Segmentation by YUM!, TNS, and Taco Bell
- Emotional Connection to Food by Scripps, Food Network
- Sesame Street Multi-Platform Study
- Emotion Mining by Thomas Snyder #TMRE #MRX (lovestats.wordpress.com)
- A Discussion with Coca-Cola by Diane Hessan and Stan Sthanunathan (Read!) #TMRE #MRX (lovestats.wordpress.com)
- Art of Choosing By Sheena Iyengar#TMRE #MRX (lovestats.wordpress.com)
- Anthropological use of Mobile Tech by Mimi Ito #TMRE #MRX (lovestats.wordpress.com)
- Beyond Ethnography by Paulette Kish #TMRE #MRX (lovestats.wordpress.com)