Can neuromarketing help predict food purchase & preference?

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Randall Palmer
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1 Can neuromarketing help predict food purchase & preference?

2 Neuromarketing Rapidly expanding field of marketing research Applies the study of the brain (cognitive neuroscience) to marketing Captures consumers subconscious responses to brands, packaging, new products, concept ideas and marketing communications.

3 Academic publications Google hits divided by 100

4 Global research turnover 2012: US $39.1 billion ESOMAR figures presented.

5 80 % Of all new products fail within the first year of launch.

6 3 Things We Know About People People don t always tell the truth. People don t think how they feel. People don t do what they say.

7 Conscious (System 2) Subconscious (System 1)

8 Functional magnetic resonance FMRI Electroencephalography EEG NEUROMETRIC Measures neural signals from brain BIOMETRIC Measures physiological signals from body Biobelts: heart & breathing rate, skin sweat PSYCHOMETRIC Measures unconscious behavioural responses (System 1 reactions) Eye-tracking Facial emotion decoding Implicit reaction times WEB-BASED - SCALABLE COST EFFECTIVE NEUROMARKETING METHODS

10 Brain regions predict subsequent consumer choices using FMRI Tusche A et al. J. Neurosci. 2010;30: by Society for Neuroscience

11 Activity in Nucleus Accumbens predicts snack consumption unrelated to explicit ratings of wanting or liking Lawrence et al, Neuroimage. 2012

12 FMRI PREDICTS MOST EFFECTIVE DIET FOR YOU

13 First stage: scanning FMRI SCANNING BEFORE DIET REGIME DIET REGIME 6 MONTHS Group of 60 overweight individuals All individuals scanned while viewing and/or smelling foods All assigned to no carb diet and to diarise consumption

14 Second stage: identification 6 MONTHS LATER IDENTIFY LOSERS FROM NON-LOSERS GROUP 1: DIET WORKED IDENTIFY BRAIN PATTERNS LOSERS/NON-LOSERS TRAIN ALGORITHM TO ACCURATELY CLASSIFY THE 2 DISTINCT BRAIN PATTERNS GROUP 2: DIET FAILED

15 Third stage: application WHICH ONE ARE YOU? PROBABILITY DIET WILL WORK OR FAIL BASED ON YOUR BRAIN SCAN PRESCRIBE DIET MOST LIKELY TO SUCCEED GROUP 1: DIET WORKED GROUP 2: DIET FAILED

16 HOW DO WE KNOW IT S WORKED? Neurosense Implicit Research Technology

18 Key features of System 1 and System 2 System 1 Unconscious Emotion Very Fast Involuntary Associative Implicit responses System 2 Conscious Thinking Slow Controlled Rule following Explicit responses

A simplified cognitive timeline 0 100 200 300 400 500 600 700 800 900 1sec 1.1 1.

Often referenced as: Non-Conscious Non-articulated Pre-Cognitive Traditional research

19 A simplified cognitive timeline sec OBSERVATION REACTION EXPRESSION Neurological testing measures here NEURO-IMPLICIT Often referenced as: Non-Conscious Non-articulated Pre-Cognitive Traditional research measures here and beyond EXPLICIT Often referenced as: Conscious Articulated Post-Cognitive Expressed

System 1 stores information associatively Concepts that are most

Sociable food Hamburger Delicious Satisfying Pleasure Makes me

requiring them to respond within a very short time window, our

20 System 1 stores information associatively Concepts that are most closely related in your mind are stored more closely together (e.g. a brand and the specific feelings and perceptions it evokes). Sociable food Hamburger Delicious Satisfying Pleasure Makes me Safari feel good By triggering concepts in consumers minds and requiring them to respond within a very short time window, our tests can measure precisely the strength of association between a brand/image/graphical illustration and the emotions and related concepts it evokes.

21 TM BrainLink

22 The logic behind BrainLink TM The word tasty sometimes appears before a low-fat food Press E Low Fat Press I High Fat Press E Low Fat Press I High Fat TASTY Swiftly followed by the target Press E Low Fat Press I High Fat The prime appears first and sometimes before a high fat food

The logic behind BrainLink TM Press E Low Fat

associated with tasty then the time taken to

Press E Low Fat Press I High Fat TASTY Press

closely associated with cooked breakfast,

23 The logic behind BrainLink TM Press E Low Fat Press I High Fat If salad is strongly associated with tasty then the time taken to detect the low fat food image will be FAST Press E Low Fat Press I High Fat TASTY Press E Low Fat Press I High Fat If tasty is not closely associated with cooked breakfast, then the time taken to classify the high fat meal will be SLOWER

24 Before diet regime: implicit taste preferences Bars above the x axis show foods more strongly associated with positive taste preferences Bars below the x axis show foods more more strongly associated with negative taste preferences

After diet regime: implicit taste preferences 60 40 20 Bars above the x axis show foods more strongly associated with

25 After diet regime: implicit taste preferences Bars above the x axis show foods more strongly associated with positive taste preferences Bars below the x axis show foods more more strongly associated with negative taste preferences

26 Implicit tests can also test which elements of a pack are driving different emotions Miracle Whip Recognition Element 1 Element 2 Element 3 Element 4

27 Which specific brand attributes does each design component trigger? Premium Fresh 10 9 Light Affordable 8 7 Fluffy 6 5 Worth it 4 Spreadable For me 0 Delicious For the Family Natural Special Nutritious Element 1 Element 2 Element 3 Low calorie Different Healthy

28 Neuro-implicit measures today BRAND Extension BRAND Positions BRAND Comparison BRAND Tracking AD Effectiveness MEDIA Attributes AD Responses MEDIA Comparison PACKAGING Responses PACKAGING Attributes GENERAL Tracking CROSS- CULTURAL SENSORY LANGUAGE

29 Multisensory Research

30 Activity In Brain s Pleasure Centre Multisensory Integration Response Enhancement Response Suppression 0 Smell Alone Vision Alone Matching Smell + Visual Mis-Matching Smell + Visual Source: Calvert et al, 2004

Tasting what you see Vision can influence our sense of taste and smell Dubose et al, 1980 found that people judged a cherry flavoured drink as orange

31 Tasting what you see Vision can influence our sense of taste and smell Dubose et al, 1980 found that people judged a cherry flavoured drink as orange (coloured orange), lime (coloured green) When the colour was removed, only 37% could correctly identify it as cherry (down from 70% when it was coloured red.

32 SOUND TASTE BRAIN Pringles taste 15% fresher and crisper when the high frequency sounds were boosted in real time. The crispiness of the packaging enhances perception of crispness and freshness of potato chips

33 Sniff, sniff, maybe I should get the salad We want to be able to encourage healthier choices by pumping healthy fragrances into our outlets; but which scent will consumers accept most easily?

34 % In Reward Centers (OFC) Bias & The Use Of Scents + Image Only Scent #1 Only Scent #2 Only Scent #1 + Image Scent #2 + Image + Osterbauer & Calvert, Journal of Neuroscience 2008

35 New food development Design new foods that will more effectively stimulate the senses Develop new low-fat foods that taste just as good as the full fat version

36 Questions&Answers You can also send your questions after the event

38 Neuro-implicit take homes Scalable, fast and cost effective Highly flexible and can operate as plug and play Provides specific, actionable insight Complementary with other neurotools & qual/quant High degree of granularity Easy to use, easy to perform, years to develop

Applying Neuroscience and Psychology to Packaging

Applying Neuroscience and Psychology to Packaging Pauline Foster MSc. M.Phil. Foster and Brown Research Ltd. food matters live CONSCIOUS SUBCONSCIOUS OVERVIEW VS What do we know? Congruence and multi-sensory