BRANDS AND THE BRAIN

Como o cérebro humano reage a

publicidade digital?

MEV BERTRAND

CONSULTORA E

NEUROCIENTISTA

NEURO-INSIGHT

Brands and the

brain

Exploring the subconscious

Consumer neuroscience

Consumer neuroscience n. A field

of market research that studies

consumers’ sensorimotor, cognitive

and affective responses to marketing

stimuli

Measuring brain response

SST – what it is

SST – What it is

SST – What it is

SST – What it is

SST – What it’s good for

Measuring fast changes in real time

Studies can be run in everyday

locations

Requires a single reading from each

respondent – avoid fatigue

Bear in mind: neuro doesn’t do everything!

Two areas where neuro really adds value

Understanding

emotional impact

Assessing the impact

of context

Emotion really does matter

Emotion and decision making

Our brains find it hard to talk about it

An example

An example

It’s especially hard for men!

But where emotion matters, neuro helps

Example – Diet Coke

Example – the more recent ad

Example – a success with men and women

That’s not to say emotion is everything

Memory is key too

An example – Cadbury’s Gorilla

20% uptick in

reported brand

favorability

An example – Cadbury’s Gorilla

An example – Evian’s viral campaign

An example – Viral or effective?

Assessing the impact of context

An example – cross-media effects

Social media reinforces engagement to TV

What it means for brands

An example- mobile social media platforms

What we measured

Long-term memory

encoding

What we measured

Long-term memory

encoding

What we measured

Engagement

What we measured

Long-term memory

encoding

What we measured

Emotional intensity

What we measured

Long-term memory

encoding

What we found…

Versus general web

browsing Memory

encoding levels are

56%higher

Content on Twitter is more impactful

Engagement

is+45%Emotional intensity is

+84%

Memory response to

active interactions is

14%higher than for passive

behaviours

0,97

0,86

0,50

0,60

0,70

0,80

0,90

1,00

Memory encoding composite

Memory encoding levels for active versus passive

interactions (all coded activity)

Active interactions

Interaction is key

What it means for brands

Context needs to be targeted

and consonant in order to drive

engagement

This is something that Twitter

can delivery uniquely well

Content has the ability to

drive engagement and,

particularly, emotional

intensity

This is what brands themselves

need to deliver

What it means for brands

.

Live events context

.

What we did

100

130

0

100

200

Inde

x

Emotional intensity – live groups versus non-live groups

– All activity

Non-live groups Live groups

Across all social media

activity, emotional intensity

is

30%higher when people view in

a live (versus non-live)

context

The impact of mobile is stronger in a live context

And for live video, this

figure rises to

65% versus the same content

viewed later in a non-live

context

100

165

0

50

100

150

200

Inde

x

Emotional response to the same content tweeted live and later

Video originally seen live, retweeted in non-live groupsLive video viewed in context

Response to live video is exceptionally strong

But day after videos are more memorable

0,63

0,830,78

1,04

0,69

1,11

0,00

0,20

0,40

0,60

0,80

1,00

1,20

Memory Average Memory Peak

TWITTER VIDEO ACTIVITYTwitter Videos Related to Live Events in Live

and Non-Live Circumstances

Live Event Videos

Highlight videos seen after

the game and the glossier,

produced “next day”

videos both elicited higher

levels of memory

encoding response than

the live videos.

What it means for brands

What it means for brands

Five golden rules

1. Take advantage of

relevant context

2. Drive a strong emotional

response

3. Prompt interaction

4. Focus on enhancing the

viewing experience

5. Harness the power of live

videos

Thank you

Mèv Bertrand

Neuro-Insight (UK) Limited

mbertrand@neuro-insight.co.uk