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
 Interprets consumer data by recording subconscious
response

Only 2% of your brain energy is spent on your conscious
activity
How is it measured?
 Around 40 electrosensors on head, face, and fingers
 Combined with eye-tracking methods
 Focuses on emotions, memory, and attention
 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/NeuroFocusVISAOly
mpicStudy_ARF2010.pdf
Visa Olympics Results
Results from “Ski Life to Brand Lift”
Male vs. Female
10 point scale
Television
Website
Facebook
Effectiveness
6.9
5.6
6.1
5.6
7.0
6.1
Attention
5.9
7.0
8.5
9.0
8.0
8.1
Emotion
7.5
6.0
6.4
5.7
8.1
6.4
Memory
6.4
5.4
5.2
5.0
4.5
5.6
Purchase Intent
6.9
5.7
6.0
5.5
6.1
6.4
Novelty
6.3
6.1
6.9
7.5
6.2
6.9
Awareness
6.9
6.6
7.4
7.8
7.8
7.0
 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
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%
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-realscience-recipe
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
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
References
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http://www.neurofocus.com/pdfs/NeuroFocusVISAOlympicSt
udy_ARF2010.pdf
http://www.fastcompany.com/1558477/campbells-soupneuromarketing-redux-theres-chunks-real-science-recipe
http://www.forbes.com/forbes/2009/1116/marketing-hyundaineurofocus-brain-waves-battle-for-the-brain.html
http://www.neurofocus.com/Advertise.htm
http://online.wsj.com/article/SB10001424052702303644004
577520760230459438.html
http://popsop.ru/wpcontent/uploads/sunchips_fritolay_pepsico.jpg
http://neurogadget.com/wpcontent/uploads/2011/03/mynd1.jpg