september 3 - kantar millward brown jams % 57 easy for system 1 to choose easy for system 2 to...
TRANSCRIPT
What Neuroscience Teaches us about Marketing Communications September 3rd 2015
Our Brains and Marketing Communication Implications for Marketeers
3
Validation Explanation
Importance of our key metrics in Link
Branding
Enjoyment
Involvement
Persuasion
Association
Branding
Enjoyment
Involvement
Persuasion
Association
Three quarters of these
ads will gain share
Half of these
ads will lose share
Today
5
1.Attention
2.Emotions
3.Retrieval
4.Decisions
The dress that broke the internet
2% Bodyweight
20% Oxygen
25% Glucose
Our brains are greedy
Base: 898 ads
Messages disappear
Message 1
Message 3
Message 2
1 message
%
3 message
%
2 message
%
Communication of key messages from ads with…
42 20 15
8
19 7
Attention is selective
Share of Time Share of Attention
Carbon ball
dropped
into glass
Web pages are partially viewed
Print ads are selectively viewed as well
Attention
12
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
13
1.Attention
2.Emotions
3.Retrieval
4.Decisions
Low engagement Including casual observation,
day to day events
High engagement Including deliberation,
‘important’ events
Watching TV ads
Learning by repetition
Wedding or car crash
Watching and sharing a viral ad
Memory reflects engagement
HIGH
MEMORABILITY
LOW
MEMORABILITY
Automatic
Who is the odd one out?
Feeding
Fleeing
Fighting and....
Fornicating!
The story really
moved me
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
Emotions are not irrational, they help us make sensible decisions
I view emotion as delivering
cognitive information
You remember things which are…
Emotional
Relevant
Different
Recent
Frequent
CREATIVE
MEDIA
Emotions
25
4. Our attention is powerfully directed by our
emotions
5. The things that go into our memories have
consistent characteristics
26
1.Attention
2.Emotions
3.Retrieval
4.Decisions
Semantic
Memories
Episodic
Memories
We store processed and unprocessed stuff
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....
Advertising does
not effect me
Brands are stored as representations
EXPERIENCE
KNOWLEDGE
EMOTION
Cool
Awesome
Swedish Cheap
Creative
Efficient
Functional
32
CONSCIOUS PRIMED SUBCONSCIOUS
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!
So how do people recognize
your brand?
In an ad?
In the store?
What cues are important?
Retrieval
53
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
54
1.Attention
2.Emotions
3.Retrieval
4.Decisions
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”
– Easy
– Automatic
– Fast
– Effortful
– Logical
– Slow
SYSTEM 2 SYSTEM 1
The Jam Experiment
56
0
10
20
30
40
50
60
Stop Buy
24 Jams
6 Jams
%
57
Easy for System 1
to choose Easy for System 2
to justify
Strong brands have strong ‘instant meaning’
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
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
Implications for Communications Research Practical Solutions
#MBNeuroscience
Our Solutions within the Creative Development Process
61
MESSAGE IDEA EXECUTION
LINKNOW
Our Combined Qualitative And Quantitative Approach To Creative Development Research
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
At the Heart of our Quantitative Creative Development Research
is our Link Pre-test research solution
63
ENGAGEMENT BRAND
ASSOCIATIONS
MOTIVATION
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
+50% ad efficiency
our World-Class Predictive Tool to Optimise Return on Investment
Our Recent Developments In Link Have Been 3 Dimensional
64
Faster Options A range of ‘levels’ of solutions
Across Channels Developments in Digital,
Outdoor, etc
Smarter Analysis Enhanced neuroscience
techniques & metrics
Harnessing the power of Neuroscience in our Creative Development Research
65
Alongside our established explicit Link metrics, we also use:
Integrated into our core Link Research Solution
Neuroscience
Facial Coding
Implicit Measurements
Intuitive Association
Our Neuroscience Metrics: Why Use Facial Coding?
66
Expression aggregation and
analysis
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
Facial Coding is an effective way to access a Pre-conscious Emotional Response
67
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
NEUTRAL
SADNESS ANGER
SURPRISE FEAR DISGUST
HAPPINESS
Delivered via interactive dashboard -
now with added enhancements, additional summary metrics & norms
How facial coding works?
Try it out yourself!
What is Intuitive Association?
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!
“Does the ad trigger intended ideas without significant thought by the viewer?”
Sexy
Comforting
Stylish
Reassuring
Powerful
• 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
How does the task work, and what do we get from it?
69
• 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.
These are the ideas most easily communicated by the ad
These ideas are not reinforced by the ad
We report how many people said yes to each word, and how many of those said yes quickly
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 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
Case study: understanding the intuitive associations of these two ads helped to show which was more likely to be successful in the real world
70
Explicit associations – % overall endorsement
0
10
20
30
40
50
60
70
80
90
100PLEASURE
ENJOYMENT
FUN
TOGETHER
INSPIRING
ENHANCEEMOTIONAL
PHYSICAL
CLOSENESS
COMFORT
USUAL
0
5
10
15
20
25
30
35
40
45PLEASURE
ENJOYMENT
FUN
TOGETHER
INSPIRING
ENHANCEEMOTIONAL
PHYSICAL
CLOSENESS
COMFORT
USUAL
Implicit associations – % intuitive strengths
Two creative ideas were developed to communicate an FMCG brand’s message. Explicit take-out 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
Our recent developments in Link have been 3 dimensional
71
Faster Options A range of ‘levels’ of solutions
Across Channels Developments in Digital,
Outdoor, etc
Smarter Analysis Enhanced neuroscience
techniques, metrics
Our solutions can be applied across all channels
72
CAMPAIGNS
TV
OUTDOOR
DIGITAL
RADIO
Our recent developments in Link have been 3 dimensional
73
Faster Options A range of ‘levels’ of solutions
Across Channels Developments in Digital,
Outdoor, etc
Smarter Analysis Enhanced neuroscience
techniques, metrics
Our different Link offering, what is Relevant to You?
74
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
Link LinkExpress LinkNow
Executional Optimisation Executional Evaluation Executional Check
DURATION
Our new Link Solutions are faster…and more economical
75
10% discount for those attending seminar available for 3 months from today!
Toplines within 48 hours
Toplines within a week €17,000 – €19,000
€10,000 – €12,000
25 hours
Link with facial coding (150 sample x 20 mins)
LinkExpress (150 sample x 10 mins)
LinkNow (100 sample x 8 mins)
€5,000 – €8,000
INVESTMENT SOLUTION
76
Research needs to be tailored
depending on your specific
requirements;
it’s important to use the right
solutions to maximize potential.
CHOOSING THE RIGHT SOLUTION
IT NEEDS TO BE RELEVANT
What Neuroscience Teaches us about Marketing Communications Q & A