Event Meten is weten 2.0 - Presentatie Martin de Munnik
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Transcript of Event Meten is weten 2.0 - Presentatie Martin de Munnik
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#
2,0#
4,0#
6,0#
8,0#
10,0#
12,0#
14,0#
16,0#
18,0#
Sexy# Slim# Sterk#
Sexy#
Slim#
Sterk#
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?
24,95
STIMULUS
Copyrights: 2013 Neurensics
THANK YOU FOR YOUR TIME AND ATTENTION