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Electroencephalography in Market Research

Electroencephalography in Market Research. By Lauren Gorey. What is Neuromarketing ??. Electroencephalography (EEG) Primarily used for to measure brain activity medical purposes, now used in market research Measurement of brain activity when visually stimulated

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Electroencephalography in Market Research

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  1. Electroencephalography in Market Research By Lauren Gorey

  2. What is Neuromarketing?? • Electroencephalography (EEG) • Primarily used for to measure brain activity medical purposes, now used in market research • Measurement of brain activity when visually stimulated • Interprets consumer data by recording subconscious response • Only 2% of your brain energy is spent on your conscious activity

  3. How is it measured? • Around 40 electrosensors on head, face, and fingers • Combined with eye-tracking methods • Focuses on emotions, memory, and attention

  4. One of the first neuromarketing companies • Does it prompt purchasing intent?? • VISA Olympics Campaign effectiveness • Three media platforms • Tested 24 people, 12 men and 12 women • 25-54 years old • http://www.neurofocus.com/pdfs/NeuroFocusVISAOlympicStudy_ARF2010.pdf

  5. Visa Olympics Results • Found that Facebook was the most effective. • Women paid more attention to all three platforms • Television was more effective on men than women [1] Source: http://www.neurofocus.com/pdfs/NeuroFocusVISAOlympicStudy_ARF2010.pdf

  6. Companies who use Neuromarketing AXE Body Wash • Changed bottle to a more curvy shape • Changed the label to make it stand out more • Sales have increased about 5%

  7. Companies who use Neuromarketing Campbell Soup • Conducted a two year study with 1500 participants • Much controversy about altering their iconic logo • Decided to keep three original labels • http://www.fastcompany.com/1558477/campbells-soup-neuromarketing-redux-theres-chunks-real-science-recipe

  8. Companies who use Neuromarketing Frito-Lay • Wanted to target more women • Found shiny bags triggered an area of the brain which linked the emotion of guilt • Changed their bags from shiny to matte finish

  9. Neuromarketing in the Future • Brainwashing?? • Consumers believe researchers are exploiting people by creating addictions/cravings • Regulations? • Lack of scientific journals • Cost of Neuromarketing has significantly decreased • Increasing clientele • Googe, Hyundai, Walt Disney, Microsoft, Chevron, Yahoo, PepsiCo

  10. References • http://www.neurofocus.com/pdfs/NeuroFocusVISAOlympicStudy_ARF2010.pdf • http://www.fastcompany.com/1558477/campbells-soup-neuromarketing-redux-theres-chunks-real-science-recipe • http://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html • http://www.neurofocus.com/Advertise.htm • http://online.wsj.com/article/SB10001424052702303644004577520760230459438.html • http://popsop.ru/wp-content/uploads/sunchips_fritolay_pepsico.jpg • http://neurogadget.com/wp-content/uploads/2011/03/mynd1.jpg

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