Why the National Trust trusts neuroscience. How science, marketing and insights lead to better informed business decisions

Transcription

1 Why the National Trust trusts neuroscience How science, marketing and insights lead to better informed business decisions

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3 Our mission has not changed since 1895 I think we want four things: places to sit in, places to play in, places to stroll in, places to spend a day in.

4 National Trust in numbers We look after 254,000 hectares of land of outstanding natural beauty 1,100km of coastline 6 World Heritage Sites Over 350 historic houses 160 gardens and parks 76 nature reserves 149 museums 83,000 collections 400 factories and mines (including two gold mines) 60 pubs We have c. 5 million members 21 million pay-for-entry visits a year An estimated 200 million visits to our outdoor places a year 60,000 volunteers 10,000 staff 1,800 agricultural tenancies 3.6 million magazine readers - the highest circulating magazine in the UK

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6 Above all else, a brand s main aim should be to emotionally connect with people.

7 National Trusts knows that emotion is at the heart of its cause so understand the real engagement was key.

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9 Brain imaging fmri EEG Biometrics Skin conductance Eye-tracking Heart rate Facial recognition Implicit testing

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11 3 different techniques, 3 different projects Potter Rawnsley Octavia Reaction Time EEG GSR ET fmri + Qualitative stage pre & post for exploring and evaluating the emotional why

12 Research for learning

13 Understanding the visitor s journey, the emotional mood that fits with the right message: a framework to develop messaging strategy and its role.

14 First we wanted to understand brand values and associations

15 increasing emotional conviction National Trust... Protects Historic Buildings Protects The Natural Environment 73% 70% 97% 97% Family-Friendly Great Days Out Places For Memorable Experiences Passionate Volunteers For People Like Me Good Value For Money Worth Donating To Is A Conservation Charity 61% 60% 53% 43% 37% 36% 31% 20% 94% 97% 95% 92% 94% 78% 90% 93% Explicitlythere is little differentiation in what is associated with the National Trust brand Makes Me Feel I Can Make A Difference 12% 58% % Agreement Perceptions of National Trust as a brand. Base. National Trust members only post reaction time cleaning (n=1865)

16 increasing emotional conviction National Trust... Protects Historic Buildings Protects The Natural Environment 73% 70% 97% 97% Family-Friendly Great Days Out Places For Memorable Experiences Passionate Volunteers For People Like Me Good Value For Money Worth Donating To Is A Conservation Charity 61% 60% 53% 43% 37% 36% 31% 20% 94% 97% 95% 92% 94% 78% 90% 93% Implicitly the mission around protection has the most intuitive association with the brand Makes Me Feel I Can Make A Difference 12% 58% % Agree + Fast Reaction Time Perceptions of National Trust as a brand. Base. National Trust members only post reaction time cleaning (n=1865)

17 Then we looked at the visitor journey how they feel it and type of message that fit that mindset

18 Arrival Mood Energic Message Functional messages & NT signage

19 Visit Mood Relaxed and active mindset Message Functional to facilitate discovery and build a connection with the place

20 Exit Mood Contemplative, relaxed, fulfilled Message Emotional messaging to reinforce the emotional connection and when brand cause messaging fits

21 We are refreshing our high-level strategic thinking about interpretation and visitor flow

22 We then explored how visitors engage and interact with messages throughout the journey what captures their attention

23 Arrival: Entrance Prime Visit Leave alone Arrival: Reception Sell Exit Remind

24 Context is key Reach 90% Dwell Time 16.8 s Reach 78% Dwell Time 13.5s Reach 63% Dwell Time 1.6s Reach 60% Dwell Time 2.0s Declining effectiveness Location Knole

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27 Research for fuelling creativity

28 Understanding the impact of image & message in positioning National Trust membership: a best practice guide Relevance: EEG Activation: GSR Attention: Eye-tracking

29 What makes a good and memorable execution? Our brains like communication that is simple as this aids processing fluency. Processing fluency is the ease with which the information is processed. The easier something is to process the more impact it can have on people s judgements and the more likable it is. Executional elements like contrast, redundancy or symmetry can increase this processing fluency.

30 Lack of congruency with message and meaning has a significant effect on emotional relevance Sandy Shores Discovery Relevance Activation

31 For on site communications, congruency with the site is also key

32 Detailed Image Results provided principles of design Simplicity: processing fluency Authenticity of each element in the execution Importance of faces: rewarding People s line of sight will grab and guide attention Children and animal imagery drive positive emotional engagement Avoid too artistic imagery that can distract over the call to action Logo s position: right contrast and lightening

33 Where we recruit members is not ideal for emotional connection, so execution of materials is vital

34 Research for discovery

35 Understanding the emotional impact of places: meaningful brand content and a real reason to believe Qualitative Survey fmri

36 We used fmri to exploring the link between meaningful places and emotion, an area with little to know existing evidence.

37 The mpfc and Amygdala, key areas of emotional processing were found to respond more strongly to meaningful than other types of places and even more than meaningful objects!

38 There is a deep underlying connection between people and places, something that can be triggered by a mere image of the place itself.

39 Our survey and depth interviews then brought this neurological underpinning to life, demonstrating the strong physical and emotional connection between places and people.

40 We have long spoken of the concept of topophilia, we're now getting under the skin of it

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43 Using a blend of traditional research and neuroscience techniques, the Walnut Unlimited Team have quite literally put science into the art of our marketing. The National Trust looks after special places for ever, for everyone. Thanks to Walnut Unlimited we're learning how to reach out to people in ever more meaningful ways. Mitzi Jones Insight Lead, National Trust 43

44 Thank you Christina Finlay Director of Insight & supporter data Cristina de Balanzo, PhD The Main Nut