What Neuroscience Teaches us about Marketing Communications

Transcription

1 What Neuroscience Teaches us about Marketing Communications September 3 rd 2015

2 Our Brains and Marketing Communication Implications for Marketeers

3 Validation Explanation 3

4 Importance of our key metrics in Link Three quarters of these ads will gain share Branding Enjoyment Involvement Persuasion Association Branding Enjoyment Involvement Persuasion Association Half of these ads will lose share

5 Today 1.Attention 2.Emotions 3.Retrieval 4.Decisions 5

6 The dress that broke the internet

7 Our brains are greedy 20% Oxygen 25% Glucose 2% Bodyweight

8 Messages disappear Communication of key messages from ads with 1 message % 2 message % 3 message % Message Message Message 3 8 Base: 898 ads

9 Attention is selective Share of Time Share of Attention Carbon ball dropped into glass

10 Web pages are partially viewed

11 Print ads are selectively viewed as well

12 Attention Our brains.. 1. Limit and focus our attention 2. Work on the principle of least mental effort 3. Focus on the things of most relevance to us 12

13 1.Attention 2.Emotions 3.Retrieval 4.Decisions 13

14 Memory reflects engagement High engagement Including deliberation, important events HIGH MEMORABILITY Wedding or car crash Learning by repetition Watching and sharing a viral ad Watching TV ads Low engagement Including casual observation, day to day events LOW MEMORABILITY

15 Automatic

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17 Who is the odd one out?

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19 Feeding Fleeing Fighting and... Fornicating!

20 The story really moved me

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22 Anger Angst Annoyance Anxiety Apathy Arousal Awe Boldness Boredom Contempt Contentment Curiosity Depression Desire Despair Disappointment Disgust Dread Ecstasy Embarrassment Envy Euphoria Excitement Fear Fearlessness Frustration Gratitude Grief Guilt Happiness Hatred Hope Horror Hostility Hysteria Indifference Interest Jealousy Joy Loathing Loneliness Love Lust Misery Panic Passion Pity Pleasure Pride Rage Regret Remorse Sadness Satisfaction Shame Shock Shyness Sorrow Suffering Surprise Terror Wonder Worry Feelings

23 Emotions are not irrational, they help us make sensible decisions I view emotion as delivering cognitive information

24 You remember things which are Emotional Relevant CREATIVE Different Recent Frequent MEDIA

25 Emotions 4. Our attention is powerfully directed by our emotions 5. The things that go into our memories have consistent characteristics 25

26 1.Attention 2.Emotions 3.Retrieval 4.Decisions 26

27 We store processed and unprocessed stuff Semantic Memories Episodic Memories

28 Music starts and grass and plants spring up from the surface of the 'water' before turning into a small island getting bigger and bigger... you can see both below and above the surface and begin to see trees and things growing on a landmass around the island... the island has one tree with a tire swing and then a giant deer with trees for antlers appears and dives into the water turning into a turtle that surfaces in front of an even bigger green elephant, the turtle seemed to be the Island with the single tree and then the green elephant blows what seem to be blue butterflies out of it's trunk as the music said something about butterflies and then the whole thing zooms out to see a juice bottle where the land mass becomes the lid of the bottle...

29 Advertising does not effect me

30 Brands are stored as representations EMOTION Awesome Cool EXPERIENCE Creative Efficient Functional Swedish Cheap KNOWLEDGE

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32 32 CONSCIOUS PRIMED SUBCONSCIOUS

33 Cats and Dogs You are going to see a series of photographs of cats and dogs but they will appear and disappear very quickly As fast as you can, after each one, shout out either Cat! or Dog! If you see something that you cannot identify as either a cat or a dog shout out Neither!

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49 So how do people recognize your brand? In an ad? In the store? What cues are important?

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53 Retrieval 6. We store processed and unprocessed stuff 7. We store memories in associated networks 8. Some things come to mind much more easily than others 9. The stimulus dictates what gets recalled 53

54 1.Attention 2.Emotions 3.Retrieval 4.Decisions 54

55 Most of what you think and do originates in your System 1, but System 2 takes over when things get difficult and it normally has the last word SYSTEM 1 Easy Automatic Fast SYSTEM 2 Effortful Logical Slow 55

56 The Jam Experiment % Stop Buy 24 Jams 6 Jams 56

57 Strong brands have strong instant meaning Easy for System 1 to choose Easy for System 2 to justify 57

58 The Observations 1. Our thinking capacity is very limited 2. Our brains work on the principle of least mental effort 3. This makes it tough to get noticed 4. Our attention is powerfully directed by our emotions 5. The things that go into our memories have consistent characteristics 6. We store processed and unprocessed stuff 7. We store memories in associated networks 8. Some things come to mind much more easily than others 9. The stimulus dictates what gets recalled 10. We make decisions using as little effort as possible

59 The Implications for Marketing Communication has to engage to be noticed and remembered. Our brains hate hard work make it easy to remember and retrieve Make it relevant Make the network of associations about your brand rich (but simple) Know what instant meaning of the brand you are trying to evoke Understand how your brand is recognized and make the visual and conceptual links between ad and brand as clear as possible

60 Implications for Communications Research Practical Solutions #MBNeuroscience

61 Our Solutions within the Creative Development Process MESSAGE IDEA EXECUTION LINKNOW Our Combined Qualitative And Quantitative Approach To Creative Development Research 61

62 Implications for Creative Development Research 62 A great ad pre-test needs to assess whether the ad will be noticed People can t tell you this because they are not consciously deciding what they notice A Pre-Test must assess the characteristics of noticeability. How relevant is the ad to the individual? Does it engage their emotions? Is it different? A great pre-test will tell you what associations will get into peoples memories Only the most salient associations will come to mind at the moment that matters the purchase decision A great pre-test will tell you whether these memories are accessible in connection with the brand The stimulus for purchase is the brand either its physical presence or summoning it up in the mind. The associations that are going to make most difference are the ones which come up easily when the brand is in the mind

63 At the Heart of our Quantitative Creative Development Research is our Link Pre-test research solution our World-Class Predictive Tool to Optimise Return on Investment POWERFUL RESOURCE Normative database of over 100,000 campaigns POWERFUL PROFILING Rich, insightful performance assessment POWERFUL IMPACT Proven track record in optimising ads Validated against future sales growth ENGAGEMENT BRAND ASSOCIATIONS MOTIVATION +50% ad efficiency 63

64 Our Recent Developments In Link Have Been 3 Dimensional Smarter Analysis Enhanced neuroscience techniques & metrics Across Channels Developments in Digital, Outdoor, etc Faster Options A range of levels of solutions 64

65 Harnessing the power of Neuroscience in our Creative Development Research Alongside our established explicit Link metrics, we also use: Neuroscience Implicit Measurements Facial Coding Intuitive Association Integrated into our core Link Research Solution 65

66 Our Neuroscience Metrics: Why Use Facial Coding? When people feel something they show it in their faces, even if they don t realise it Facial coding does three powerful things: 1) Identifies the emotional foundation behind an idea 2) Uncovers the observed reality of consumer reaction (not just what they say) 3) Efficiently optimises an ad prior to release 66 Expression aggregation and analysis

67 Facial Coding is an effective way to access a Pre-conscious Emotional Response How facial coding works? HAPPINESS SADNESS ANGER SURPRISE FEAR DISGUST NEUTRAL Delivered via interactive dashboard - now with added enhancements, additional summary metrics & norms 67 Try it out yourself! What facial coding adds? Alongside established Link metrics, facial coding will highlight the practical elements of the execution which relate to specific insights, such as level understanding, key message takeout, engagement and impact on persuasion, etc

68 What is Intuitive Association? It allow us to infer how easily, and therefore how intuitively, we associate different concepts with ads It lets us compare these strengths of associations across different attributes and ads or brands Does the ad trigger intended ideas without significant thought by the viewer? Reassuring Comforting Sexy Stylish Powerful 68 Both the brand and ideas activated by an ad need to be evoked with minimal effort (i.e. through system 1) in order to allow associations to build up in the mind between the brand and these concepts a successful ad must deliver instant meaning about the brand!

69 How does the task work, and what do we get from it? Viewers answer yes or no as to whether they associate each word with the ad shown, and we measure not just what they say but also how quickly they say it. The quicker they are able to respond, the less effort they have had to put in to answer that question, and the more intuitive (and therefore more likely to be activated in real life) the association will be. We report how many people said yes to each word, and how many of those said yes quickly These are the ideas most easily communicated by the ad These are the ideas that people need to think about more in order to get them (but they may not always do that!) These ideas are not reinforced by the ad These ideas are coming through more intuitively than their overall strength would suggest, so there may be the potential for them to be brought to the fore more 69

70 Case study: understanding the intuitive associations of these two ads helped to show which was more likely to be successful in the real world Two creative ideas were developed to communicate an FMCG brand s message. Explicit takeout from the two ads was very similar, but the IA task highlighted that while both ads communicated on strategy, one execution expressed the ideas in a much more easily accessible Explicit associations % overall endorsement Implicit associations % intuitive strengths COMFORT USUAL PLEASURE ENJOYMENT FUN COMFORT USUAL PLEASURE ENJOYMENT FUN CLOSENESS TOGETHER CLOSENESS TOGETHER PHYSICAL INSPIRING PHYSICAL INSPIRING EMOTIONAL ENHANCE EMOTIONAL ENHANCE 70

71 Our recent developments in Link have been 3 dimensional Smarter Analysis Enhanced neuroscience techniques, metrics Across Channels Developments in Digital, Outdoor, etc Faster Options A range of levels of solutions 71

72 Our solutions can be applied across all channels CAMPAIGNS RADIO TV DIGITAL PRINT OUTDOOR 72

73 Our recent developments in Link have been 3 dimensional Smarter Analysis Enhanced neuroscience techniques, metrics Across Channels Developments in Digital, Outdoor, etc Faster Options A range of levels of solutions 73

74 Our different Link offering, what is Relevant to You? Link LinkExpress LinkNow Executional Optimisation Executional Evaluation Executional Check When there s a need to know not only how an ad will perform in market, but how the creative can be optimised to maximise ROI Full evaluation Full diagnostics Integrates neuroscience Full management presentation Optimisation recommendations When there's a need to know how an ad will perform in market and indications of what is driving performance Fast Evaluative Identifies strengths and weaknesses When indications of ad performance are enough Fast Evaluative 74

75 Our new Link Solutions are faster and more economical SOLUTION DURATION INVESTMENT Link with facial coding (150 sample x 20 mins) Toplines within a week 17,000 19,000 LinkExpress (150 sample x 10 mins) Toplines within 48 hours 10,000 12,000 LinkNow (100 sample x 8 mins) 25 hours 5,000 8,000 10% discount for those attending seminar available for 3 months from today! 75

76 CHOOSING THE RIGHT SOLUTION Research needs to be tailored depending on your specific requirements; it s important to use the right solutions to maximize potential. IT NEEDS TO BE RELEVANT 76

77 What Neuroscience Teaches us about Marketing Communications Q & A