APUNTES MINDLAB
DECISION ARCHITECTURE
- Do consumers make decisions unconsciously based on emotions, feelings and intuition?
System 1 – is the brain ́s automatic, intuitive and unconscious thinking mode (85%)
- Do consumers make decisions consciously based on facts, reason and logic ?
System 2 – is a slow, controlled, analytical method of thinking when reason dominates (15%)
NEUROSCIENCE
Neuroscience is the study of nervous system concerning biological basis of consciousness, perception, memory,
and learning. It links our observations about cognitive behavior with the actual physical processes that support
such behavior.
NEUROMARKETING
Neuromarketing is the application of neuroscience in marketing, primarily to measure emotions and motivations
through brain imaging, physiological reactions
and attitudinal measurements.
In the 1990s, it established itself as an essential tool for companies that want to address an audience effectively
by analyzing the biophysiological responses of consumers.
Neuromarketing is considered the science of consumer decisions, it help us to understand what influence our
decisions. It focuses on the non-declarative answer.
ALL ABOUT EMOTIONS
Physiological reactions are associated with specific cognitive and affective responses.
Measures physiological reactions when researchers believe consumers are unaware of their own reactions or
consumers will not provide honest responses.
Is concerned with the direct measurement of the brain´s conscious and unconscious responses or emotional
experiences to marketing stimuli.
CONSUMER´S BRAIN
In the mind of the consumer, three levels must be distinguished that are highly
interconnected:
1. Sociocultural factors
2. Psychological factors
3. Biophysiological factors (Neuroscience)
TRADITIONAL RESEARCH METODOLOGIES
- Qualitative: Neuromarketing (emotional & experiential metrics) // Neuro-
qualitative
- Quantitative: Digital metrics (Online behavior) // Neuro-quantitative
Neuromarketing technologies biggest advantage is that it can fill in the gaps left by
traditional marketing methods.
Neuromarketing primary applications:
- Advertising campaign
- Product design testing
- UX/ website /APP testing
- Logo and claim
- Second-by-second optimization of music
- videos, movie trailers and advertisements
- Branding and rebranding testing
- Point of sale
Most of the brands target their marketing strategies to system 1, the aim is to connect
emotionally with it.
- "The key to success is to connect with your target ́s mind"
Pepe Martinez Rodriguez (Neuroscience expert)
NEUROMARKETING DEVICES
There are few electronic observation devices that require participant involvement and are
concerned with biometric measurements:
• EEG
• Eye tracking monitor
• Galvanometer
• Pupilometer
• Facial electromyography
• Voice-pitch analyzer
• Response latency monitor
ElectroEncephaloGram (EEG)
EEG of dry or wet sensors; monitors electrical activity in the brain. It uses electrodes
placed on or under the scalp to record activity.
In this case, it uses 12 channels located in the pre-frontal, frontal, parietal and occipital
areas, optimized for the estimation of emotional and cognitive states.
The EEG gives us information from brain physiological activity waves and rhythms.
It records electrical activity data from the superficial layers of the cortex and calculates
the valence, negative or positive, of the subject while viewing a stimulus. In addition, it
allows us to measure valence or interest, attention, memorization and engagement.
- Valence or Interest:
It measures the degree of attraction or aversion experienced during the presence of a
stimulus or situation.
It ranges from a "positive/pleasant" extreme to a "negative/unpleasant" extreme.
Valence is expressed in percentages whether it is positive or negative.
100% refers to the maximum valence obtained by the calibration stimuli provided by the
SennsLab software.
- Attention:
This indicator measures the focus (always speaking in terms of neural processes) of a
participant when presented with a stimulus. That is, the use of cognitive resources for the
performance of a task or visualization of a stimulus.
Attention is expressed in percentages. The scale will go from 0 to 100%.
Values close to 0% indicate that the participant is very distracted, while a value close to
100% indicates that he is very attentive during the presentation of the stimulus.
- Memorization or cognitive workload:
This indicator measures the intensity of cognitive processes related to the creation of
future memories during the presentation of a stimulus. Capture the degree of storage,
encoding and retention in memory. Memorization or the process memorizing something
is expressed in percentages. The scale will go from 0% to 100%. If the index is close to
0%, the chances of the stimulus being remembered in the future are low. On the contrary,
a value close to 100% indicates a high possibility that the stimulus will be retained in the
memory of the participants.
- Engagement:
It is an indicator of the degree of involvement or connection between the participant and
the stimulus or task (valence + activation)
It is not simple attention since the participant can be totally attentive and that the
information presented is not of interest to him/her and therefore there is no such
connection or involvement. The level of immersion is measured.
Engagement is expressed in percentages. The range of values is between no linkage or
"connection" – values close to 0% – to a total involvement by the participant in the task
– values close to 100%.
Eye tracking monitor
It is a mechanical device used to observe eye movements.
Eye-tracking measures, for example, how the subject reads a print ad or views a
commercial or a web site, and how much time is spent looking at various parts of the
stimulus.
The monitor measures the viewer´s unconscious eye movements.
Pupilometer
A mechanical device that observes and records changes in the diameter of a subject ́s
pupils.
The method of research is based on the assumption that increased pupil size reflects
positive attitudes toward a stimulus.
Galvanometer (Skin conductance)
It is an instrument which measures Galvanic Skin Response (GSR), or changes in the
electrical resistance of the skin.
The participant is fitted with small electrodes that monitor electrical resistance and is
shown stimuli such as advertisements, packages and slogans.
The theory behind this device is that physiological changes increases the electrical
resistance of the skin, such as increased perspiration accompany emotional reactions such
excitement (positive or negative physiological arousal).
It also measures the heart rate and therefore relaxation or arousal levels.
- Ring Activation
Baseline level of physiological activation produced by a stimulus or situation. Values less
than 0 are associated with a state of relaxation or calm and values above 0 are associated
with a state of arousal.
Note that emotional activation may be due to a positive emotion or a negative emotion.
Activation is expressed in percentages.
100% refers to the maximum activation obtained by the calibration stimuli provided by
the SennsLab software and -100% to the maximum relaxation obtained by the calibration
stimuli.
- Ring Impact
The emotional impact measures the number and intensity of the punctual changes of the
emotional state produced by a stimulation, external event or the performance of a task.
Something that especially attracts attention, produces excitement or stress.
This metric is expressed in percentages, with 100% being the average obtained during the
calibration provided by the SennsLab software.
Facial electromyography / Facial coding
It is a facial coding monitor to measure subtle facial expressions.
One measures the corrugator muscle, which produces frowns and is an indicant of
negative emotion, the other measures the zygomatic muscle, which produces smiles and
is an indicant of positive emotion.
These muscles measures yield an overall positive and negative emotional activation score
that can be used to quantitatively rate and describe an advertisement's emotional
activation and engagement.
Voice-pitch analysis
It measures emotional reactions through changes in the participant ́s voice.
Changes in the relative vibration frequency of the human voice that accompany emotional
reaction are measured with audio-adapted computer equipment.
Devices measuring response latency
It is the amount of time a participant takes before answering a question.
It is used as measure of the relative preference for various alternatives.
Response time is thought to be directly related to uncertainty. Therefore, the longer a
participant takes to choose between two alternatives, the closer the alternatives are in
terms of preference.
If the participant makes a quick decision, one alternative is clearly preferred.
Metrics results
Emotional metrics:
• Emotional activation
• Emotional impact
• Valence (positive or negative)
Cognitive metrics
• Attention
• Engagement
• Memorization
Other metrics
• Visual attention
• Implicit association
ESIC University MindLab:
- Brain Physiological Activity: EEG
- Visual Attention: Eye- Tracking
- Skin conductance and heart rate: Galvanometer ring
Devices and biometrics
Market research process in short
Insight
Capacity to gain an accurate and deep understanding of someone or sth. Comes from
psychology and it means INTERNAL VISION.
- How does insight apply on Marketing?
Profund view of the customers, how they feel about the category and the brand. Includes
emotional and cognitive elements. The more universal and relevant insight is, the more
powerful it will be for mk strategy.
- How do we gain insights?
Follow market research process systematically.
Market research process
• Step 1: Problem definition and objectives settings
Researcher must constantly communicate with decision makers to detect their needs and
objections.
In this stage the research project should be open to all kind of suggestions by all interested
parties. Define and pin down research priorities can be one of the most challenging goals.
Objective should be: SMART
• Step 2: Development of an approach to the problem
Once the study objectives are clear (step 1), the next step is to theoretically support the
study, in other words to develop a theoretical framework.
This implies analyzing and exposing theories, theoretical approaches, research and
background in general. The relevant variables and their interrelationships may be
summarized.
• Step 3: Research design formulation
Its purpose is to design a study that will test the hypotheses of interest or research
objectives. The research design specifies the details and the practical aspects of
implementing that approach.
o quantitative and/or qualitative techniques.
- QUALITATIVE TECHNIQUES:
Qualitative techniques helps the marketer to understand the richness, depth and
complexity of consumers.
These techniques allow us to connect with preconscious and the unconscious.
Researchers seek richness of words, the chains of association in free discourse, and the
power of interpretation.
An unstructured or semi structured, based on small samples, intended to provide depth,
insight and understanding.
It is the main form of exploratory research. It aims to understand factors that influence
individuals and consumers. It is often used to: diagnose a situation, screening a group of
alternatives, generate new ideas.
Direct techniques:
1. Focus groups:
In a focus group, participants can portray their feelings and behavior, using their own
language and logic. The value of the techniques lies in the unexpected findings, that
emerge when participants can express what they really feel, especially as different sensory
experiences are explored.
The participants stimulate each other to bring in new ideas.
The discussion is usually conducted in a facility with a two - way mirror, it is audio/video
recorded, and then transcribed in text.
- Moderator approach:
✓ An advantage is that participants’ interactions may lead to a snowball of really valuable
ideas.
✓ A drawback is that the moderator cannot devote much time to explore each idea, so the
information is wider but less deep. The analysis of transcription is subjective and do not
allow extrapolations to the population.
✓ It serves also to prepare a quantitative survey (extracting vocabulary for the
questionnaire), to understand possible attitudes, to detect unsatisfied needs of consumers,
to evaluate new product concepts or generate ideas.
✓ It is generally exploratory, but sometimes it is conducted after a conclusive quantitative
research, to get intuitive interpretations for surprising results.
✓ Some firms conduct online focus groups (this is cheaper and can cover wide geographic
areas), but the interactions are weaker, and this may reduce the spontaneity and creativity.
- Moderator role:
✓ This technique is conducted by a moderator in a relaxed and informal manner with a
small group of participants.
✓ The moderator leads and develops the discussion.
✓ The best moderators of focus groups are those that create a spirit of spontaneity and a
passion for the issues under discussion.
✓ The moderator plays an important role, it must be a good observer, flexible and
permissive but keeping the control of the discussion encouraging participants when is
needed.
Type of respondents
1. Contradictory
2. The natural and constructive leader
3. The Know-all
4. Aggressive
5. Manipulator
6. Lazy
7. Timid
8. Narcissistic
9. Stubborn
2. In depth interview
An unstructured or semi structured, direct, personal interview in which a single
participant is probed by an experienced interviewer to uncover underlying motivations,
beliefs, attitudes and feelings on a topic.
This technique allow researchers to focus upon individuals with the qualities they deem
to be important to their research objectives. The technique is well suited to tackling
commercially and personally
sensitive issues.
The interviewer plays a crucial role, it must generate a relaxed environment, it must
motivate respondents to answer, showing empathy.
The interview can be unstructured, with free format (as a dialogue),
but typically it is semistructured, following a question guide, script or agenda.
The interview is recorded (text and image) It is transcribed in w ritten for further analysis.
The interview can include activities (games, board moods, projective
exercises) Typically, several interview s are conducted, and the transcriptions are
analyzed together, searching for interesting individual ideas, and for common patterns of
answers.
IDI_pros and cons
- Pros:
Depth of insight, detailed responses, no social pressure so it is convenient for sensitive or
embarrassing topics (e.g., avoidance of the law), meetings are easy to arrange (just two
people).
- Cons:
Lack of structure, length of interview, combined with high costs, and the analysis and
interpretation of data is difficult.
- QUANTITATIVE TECHNIQUES:
Quantitative techniques typically uses structured or semistructured questionnaires, which
obtain information form the conscious or preconscious mind. Sampling is used, the data
obtained refer to a defined segment of the population (society and the market).
Researchers seek the power of numbers to persuade, the security offered by the figures
and robust statistical analysis.
- Tracking
- Panels
- Surveys
• Step 4: Fieldwork or data collection
Researchers will identify secondary data and only then evaluate whether they require
further primary data. The proper selection and the finesse/discrimination of the data
collection is key.
The more robust and reliable the data collection the better.
Data based projects are a MUST = Data Driven Decision
Researchers will identify secondary data and only then evaluate whether they require
further primary data.
- Type of soruces:
• Step 5: Data preparation and analysis
Data preparation includes cleaning, editing, coding, transcription and verification of data.
It is critical to in ensuring the integrity and accuracy
of findings. The data are analyzed to derive information related to
the components of the marketing research problem and, thus, to provide input into the
management decision problem.
• Step 6: Report preparation and presentation
Includes evidence-based insights =actionable conclusions.
Research findings should be clearly communicated so they can be easily understood.
Recommendations based in research findings must be provided, so marketers are clear
about the action they should take.
Effective communication through visual and digital dashboards, which includes images
or infographics, to enhance clarity and impact.