The Brains Behind Better Marketing: Using Neuroscience to diagnose and optimize marketing efforts, By Michael Smith, Nielsen Consumer Neuroscience
Live note taking at the November 10, 2016 webinar. Any errors are my own.
- Consumer neuroscience is relative new, over the last decade
- Think then feel, weighs pros and cons of product benefits and through rational optimization and then you think about some products being more valuable. This is completely backwards. Maybe we use emotions as a first gauge prior to coming to thinking decisions.
- This is not new, Kahneman wrote about system 1 and system 2 which are thinking fast and thinking slow. Fast is intuition, automatic, and emotional. Slow is emotional, deliberate, and logical. Hare and turtle.
- System 1 starts before system 2 is even on board.
- Traditional consumer insights are market data, POS, panel, explicit data, focus groups and questionnaires. We also need implicit, non-conscious, and physiological reactions to get a more complete view of the consumer.
- Tools include EEG, core biometrics, facial coding, eye tracking, self report
- EEG – 32 sensors collect data 500 times per second to capture activity across the brain, can measure response to marketing materials
- Biometrics – galvanic skin response/sweat, sensors on fingertips, heartrate
- Facial expressions to show surprise, confusion, joy, sadness, cameras also show where eyes are looking at an ad or commercial
- EEG trace has a lot of granularity, change it into a profile of activity over time, aggregate data over many people, can see high and low points, which scenes are high or low engaging [wish he’d talk about people not consumers]
- Can measure memory activation, attention processing, and emotional motivation
- Have 80 years of research on this so we know what is getting into memory, degree to which people are engaged in the communication, and intentional attention and processing
- Biometrics give us momentary engagement, degree of arousal from the ad, emotional highpoint, does it grow over time or finish on a strong point, do they tune out before your branding occurs
- Facial coding and expressed emotions, if there is no emotion the ad won’t be successful, impacts success of delivery, some ads are designed to create a specific emotion
- People are drawn to the center of a stimulus and they naturally attend to faces, people want to look at people, but you might want people to look at your 1-800 number or your logo
- Neuroscience tools are predictive of sales – neuro combined is the best, followed by EEG, biometrics, surveys, and lastly facial coding [of course, the best tool is always a combination of tools]
- Case study – public service advertising – Cheerleader PSA, ad to encourage dad’s to be involved in their kid’s lives – Woman is upset about a crazy man dancing outside her window but then you see he is cheering with his daughter
- People liked the ad, 79% top 2 box
- EEG and biometrics scored it high, lots of engagement, attention, engagement
- There are peaks and valleys at various parts of the 30 second ad, at the lady scowling, seeing the cute little girl
- Biometric trace shows a slow build, had a positive call to action
- Put EEG, biometrics and facial coding together on one chart, kind of neat, negative expressed emotion at the beginning but becomes very positive at the end
- Heatmap shows ‘attention vampires’ – people are looking at irrelevant things over the logo and phone number, it’s nice to look at the little girl but you need people to see your brand, maybe put the call in number to where people are looking and reduce the distractions when you show the important info
- Neuro measures the non-conscious, ensures emotional connections exist, provides granular diagnostics
- If you have norms, do you still need neuro? quant alone is only part of the answer
Live note taking at #AAPOR in Austin Texas. Any errors or bad jokes are my own.
Moderator: Jamres Newswanger, IBM
Using Drones for Household Enumeration and Estimation; Safaa R. Amer, RTI International Mark Bruhn, RTI International Karol Krotki, RTI International
- People have mixed feelings about drones, privacy
- When census data is available it’s already out of date
- Need special approval to fly drones around
- Galapagos province census, new methodology used tablet to collect info to reduce cost and increase timeliness
- Usually give people maps and they walk around filling out forms
- LandScan uses satellite imager plus other data
- Prepared standard and aerial maps for small grid cells, downloaded onto tablet
- Trained enumerators to collect data on the ground
- Maps show roof of building so they know where to go, what to expect, maps online might be old, show buildings no longer there or miss new buildings
- Can look at restricted access, e.g., on a hill, vegetation
- Can put comments on the map to identify buildings no longer existing
- What to do when a building lies on a grid line, what if the entrance was in a different grid than most of the house
- Side image tells you how high the building is, get much better resolution with drone
- Users had no experience with drones or GIS
- Had to figure out how to standardize data extraction
- Need local knowledge of common dwelling opposition to identify type of structure, local hotels looked like houses
- Drones gave better information about restricted access issues, like fence, road blocks
- Drones had many issue but less time required for drones, can reuse drones but you can’t use geolisting
- Can extend to conflict and fragile locations like slums, war zones, environmentally sensitive areas
Robots as Survey Administrators: Adapting Survey Administration Based on Paradata; Ning Gong, Temple University
Nina DePena Hoe, Temple University Carole Tucker, Temple University; Li Bai, Temple University; Heidi E. Grunwald, Temple University
- Enhance patience reported outcome for surveys of children under 7 or adults with cognitive disabilities
- Could a robot read and explain the questions, it is cool and cute, and could reduce stress
- Ambient light, noise level, movement of person are all paradata
- Robot is 20 inches high, likes toys or friends, it’s very cute, it can dance, play games, walk, stand up, to facial recognition, speech recognition, sees faces and tries to follow you
- Can read survey questions, collect responses, collect paradata, use item response theory, play games with participants
- Can identify movements of when person is nervous and play music or games to calm them down
- Engineers, social researchers, and public health researchers worked together on this; HIPPA compliance
Wearables: Passive Media Measurement Tool of the Future; Adam Gluck, Nielsen; Leah Christian, Nielsen
Jenna Levy, Nielsen; Victoria J. Hoverman, Nielsen Arianne Buckley, Nielsen Ekua Kendall, Nielsen
Erin Wittkowski, Nielsen
- Collect data about the wearer or the environment
- People need to want to wear the devices
- High awareness of wearable, 75% aware; 15% ownership. Computers were 15% ownership in 1991
- Some people use them to track all the chemicals that kids come near everyday
- Portable People Meter – clips to clothing, detects radio and audio codes or TV and radio; every single person in household must participate, 80% daily cooperation rate
- Did research on panelists, what do they like and dislike, what designs would you prefer, what did younger kids think about it
- Barriers to wearing clothing difficulties, some situations don’t lend to it, it’s a conspicuous dated design
- Dresses and skirts most difficult becuase no pockets or belts, not wearing a belt is a problem
- Can’t wear while swimming, some exercising, while getting ready in the morning, preparing for bed, changing clothes, taking a shower
- School is a major impediment, drawing attention to is is an impediment, teachers won’t want it, it looks like a pager, too many people comment on it and it’s annoying
- It’s too functional and not fashionable, needs to look like existing technology
- Tried many different designs, LCD write and most prefered by half of people, others like the watch, long clip, jawbone, or small clip style
- Colour is important, right now they’re all black and gray [I’M OUT. ]
- Screen is handy, helps you know which meter is whose
- Why don’t you just make it a fitness tracker since it looks like I’m wearing one
- Showing the the equipment should be the encouragement they need to participate
- [My SO NEVER wore a watch. But now never goes without the wrist fitbit]
QR Codes for Survey Access: Is It Worth It?; Laura Allen, The Gallup Organization Jenny Marlar, The Gallup Organization
- [curious where the QR codes she showed lead to 🙂 ]
- Static codes never change; Dynamice works off a redirect and can change
- Some people think using a QR code makes them cool
- Does require that you have a reader on your phone
- You’d need one QR code per person, costs a lot more to do 1000 codes
- Black and what paper letter with one dollar incentive, some people also got a weblink with their QR code
- No response rate differences
- Very few QR code completes, 4.2% of completes, no demographic differences
- No gender, race differences; QR code users had higher education and were younger
- [wonder what would happen if the URL was horrid and long, or short and easy to type]
- Showing only a QR code decreased the number of completes
- [I have a feeling QR codes are old news now, they were a fun toy when they first came out]
Comparing Youth’s Emotional Reactions to Traditional vs. Non-traditional Truth Advertising Using Biometric Measurements and Facial Coding; Jessica M. Rath, Truth Initiative; Morgane A. Bennett, Truth Initiative; Mary Dominguez, Truth Initiative; Elizabeth C. Hair, Truth Initiative; Donna Vallone, Truth Initiative; Naomi Nuta, Nielsen Consumer Neuroscience Michelle Lee, Nielsen Consumer Neuroscience Patti Wakeling, Nielsen Consumer Neuroscience Mark Loughney, Turner Broadcasting; Dana Shaddows, Turner Broadcasting
- Truth campaign is a mass media smoking prevention campaign launched in 2000 for teens
- Target audience is now 15 to 21, up from 12 years when it first started
- Left swipe is an idea of rejection or deleting something
- Ads on “Adult Swim” incorporating the left swip concept in to “Fun Arts”
- Ads where profile pictures with smoking were left swiped
- It trended higher than #Grammys
- Eye tracking showed what people paid attention to, how long attention was paid to each ad
- Added objective tests to subjective measures
- Knowing this helps with media buying efforts, can see which ad works best in which TV show
Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.
What’s Hot and What’s Not Hot: Ray Poynter, Director of Vision Critical University
- Ray’s book are for sale at the back of the conference. Find him and he will sign your book! (Yes, please!)
- What is still hot?
- Mobile is really big and that’s why Ray has written a book on it [buy it 🙂 ]
- Why is CATI so big – in this room, most people do NOT answer the landline in their home. Mobile used to cost more. Not sure if the person will be driving when you call a mobile phone. Hard to geographically target mobile phones like you could RDD.
- PEW research is top notch CATI probability surveys. It is the majority of what they do and they have just recently bumped the percentage of their calls that is mobile.
- Online surveys – 30% are attempted by people on mobile. Some people KNOW they are doing mobile and others don’t. May be 50% in just a couple of years. But only 15% of surveys are suitable for mobile devices. Most surveys are not optimized for mobile. Not thought about wording or question types. Not even checking the data to see if mobile vs laptop data are different.
- In 950 Tesco stores, they do surveys on tablets with geolocation, datestamp, etc.
- Heineken did a beer audit in Africa. Recruited interviewers, gave them a smartphone. Phone made SURE every location was geotagged. Photos of every location. Quality of data was far superior.
- Companies doing so are beginning to disappear because communities are more mainstream. Everyone has their own community.
- DIY is enormous in society. DIY travel, DIY bank machines, Uber, AirBNB, ZappiStore.
- DIY has spawned automation. If every idiot can write a survey, they will. So let’s make it safer.
- SurveyMOnkey is the biggest survey platform in the world.
- To be hot, it must be scalable and it must work – NPS doesn’t do this. 🙂
- DIY isn’t great with efficacy. There won’t be many neuroscience for dummies books in the near future.
- What is HOT right now
- In the moment – Ask the breakfast survey the very second you finish your breakfast. Survey about the hotel registration before they open their hotel room door.
- Location Based Research – Put a geofence around a starbucks so you know who walk in or out. This also attracts aggressive marketers, not just researchers. So the message on your phone could be a survey or a sales pitch – ShopKick. Do they turn on the microphone on your phone? Do they turn on your camera? Do they tell you they have done so?
- Microsurveys – RIWI, google consumer surveys. Usually 1 to 3 questions. Google is up to 10 questions. Won’t tackle your problems that have a high dollar value associated with them.
- Automation – Automate reports as well as research process. What do we add to this? What do we add to the trends? What canNOT be automated?
- Always choose the simplest tool – don’t need to take a picture of every window and find software to count those pictures. [sounds stupid but really think about it]
- What’s bubbling new and exciting
- Text analytics – sentiment analysis is getting better for all except twitter. much better for emails and letters to companies, comments on youtube, inbound call centers, which letters are genuine sales leads or complaints or bomb threats, reaction marketing.
- Web Messaging – Whatsapp, WeChat. People are doing less talking to everyone and more talking to individuals. In comparison, whatsapp grew WAY more quickly than facebook and twitter. This is massively scalable. Panel companies will go this way. [They already are!]
- ResearchBots – Processing time and moderators takes a lot of time. New things don’t work all the time and that’s why it’s bleeding edge. Not very scalable at this point
- NOT so hot –
- Facial coding – good with an extremely experienced trained person sitting in the same room. Via webcam isn’t quite so good. Fully automated is very clever but delivers almost nothing. Software can identify specific pictures but a human must still go and interpret all those pictures. Great for assessing people’s reactions to packages. Not a general purpose tool. Doesn’t suit most research problems.
- Webcam Qual – You don’t want to take video from home because you still have to brush your hair and change out of your pajamas. Webcam on the bus means everyone behind you on the bus sees the images too.
- Social media research – We thought it would destroy MR but it’s really a niche. Most research teams have scaled back on this. Maybe using tweets only. not used so much for insights but more for reactions to advertising campaigns. Social does answer questions not asked. Social usually doesn’t answer your specific research questions. Vendors often say “I agree it has under-delivered but my company is doing it right!”
- Social media 2.0 – integration with marketing, integration with survey research, integration with tracking, interrogative.
- BT Case Study – Net Easy – how easy is it to work with BT was a better measure than NPS. They looked online for people talking about ease or difficulty and responded with solutions. Achieved a 3.5million reduction in costs by doing this. 600 000 people who would have called a telephone were able to DIY from the website.
- What about passive data, gamification, biometrics, wearables, quantified self, Internet of Things, single source, neuroscience. There is too much stuff to register the quality of everything. You can’t learn it all.
- Gamification doesn’t solve a lot of problems but it HAS made us rethink what we’re doing it.
- Behavioural economics is really efficacious but it is incredibly specific.
- Passive data from phone recording everything you press and everywhere you go. Won’t see big movements here. It will be mostly qualitative.
- Big data is beginning to move but predictiveness is limited right now.
- Wearables – sharable is great but these people are not yet representative. Mostly qualitative and very targeted.
- Geotracking – very tiny right now, works well in qualitative. Can draw maps of where individual people went. Mapping ebola is a different story – limitations of cell phone towers in other countries makes it impossible to map journeys in small locations.
- Internet of things – only exists in minds and publishers right now.
- Single source – Means tying together many data sources, it’s a power battle, a methodology battle. WHO is the single source? The telcom? A research company? Privacy battles of combining data.
- Top 2 Things to think about.
- Mobile – traditional, in the moment, multimedia, passive
- Integrative and participative – 360 panels, databases, communities, social, mobile, qual, collaborative all together
- “We will always need faxes” “We will always need horse and buggies” ….. We will NOT always need surveys. Ray thinks no more surveys in 20 years – classic 20 or 30 minute surveys. Suspects only 33% of spend will be on surveys by 2019.
- We need to redesign our ethics – most of our ethics were established 60 years ago mostly by men, all of them white, and most of them dead
Welcome to my #Netgain6 MRIA live blogs. What happens at St. Andrews Conference Centre, gets blogged for all to read about. Each posting is published immediately after the speaker finishes. Any inaccuracies are my own. Any silly comments in [ ] are my own. Enjoy!
Indivar (Indy) Kushari, Senior Vice President, Ipsos, ASI, Toronto
- Why the lizard? Refers to our primitive brain because it is our primary brain where emotions take place. Everything we do depends on emotions.
- Emotion leads to actions, reason leads to conclusions – Donald B. Caine
- 95% of brain processing is below conscious awareness, we need to better understand what we can’t say, neuroscience helps you get to the unknown emotional reaction
- 4 types of neuro – facial coding (a person watches your face), fMRI (full monty of neuro, 360 degree view of brain, not the natural environment of how you watch TV, not cheap), EEG (electrodes all over your head), Biometrics (skin conductance, heart rate, breathing, motion)
- Focus is biometrics – respondent participation is high as is comfort, wear a belt around the chest area, do the research with 30 people for stable results
- Research done for ads, movie trailers and starts with number of control stimulus, e.g., funny videos, cute babies to calibrate each individual
- Monitor all the vital signs during the specific ad on minute by minute (second by second) basis
- Survey research on an iPad ad showed people liked the ad. People felt it was a unique ad. But the ad did not tell anything new. The WHYs were not answered.
- Biometric research showed engagement during each second of ad. People were less interested in faster, thinner, lighter and more interested in delightful, magical, leap forward. The emotional payoff to humans was the part that mattered. But, people were engaged at all times compared to norms.
- Biometrics have been correlated with set-top box commercial ratings and channel changing behaviour.
- It lets you see the emotional journey, where the highs and lows are, will it create buzz, and there is a high correlation with audience behaviour and online buzz
- Voiceovers are a very powerful tool for getting an audience emotionally engaged, tension and release pattern is effective as long as the dip is small
- Discovered the emotional benefit is what people respond to, not RAM or hard drive