Wim Hamaekers - Neuro Science: Car Clinics 3.0 – Winner Esomar Effectiveness Award 2014

Making better products & communication by peering into consumers brains!

@wim_haystack

#haystackint

Making better cars trough better research?

Understand which car(s) on overall level are

emotionally engaging for users.

Understand which specific elements of the tested

cars are emotionally engaging for users.

Explain users’ emotional engagement with specific

elements of tested cars in the context of verbal

feedback.

Objectives

A lake is covered with some water lilies. In 48 days the total lake is

covered with water lilies. Each day the amount of water lilies doubles in

number. How many days does it take to cover half of the lake?

47 days

UNCONSCIOUS

SYSTEM ONE

CONSCIOUS

SYSTEM TWO

80% 20%

THE DECISION THE CHECK

FAST

INTUITIVE

ASSOCIATIVE

METAPHORICAL

AUTOMATIC

IMPRESSIONISTIC

SLOW

DELIBERATE

EFFORTFUL

LAZY

LOGICAL

INDECISIVE

VERSUS

UNCONSCIOUS

SYSTEM ONE

CONSCIOUS

SYSTEM TWO

UN

CO

NS

CIO

US

CONSCIOUS

REGISTER INTERACT ASK

EEG GSR

EYE-TRACKING

REACTION TIME

OBSERVATIONS

IDI’S GROUPS

COMMUNITIES

ETHNOGRAPHY

QUALI INTERCEPTS

BLOGS

PRE-TASKS/MISSIONS

EXPERT PANELS

CAPI CAWI

CONSUMER PANELS

EXIT INTERVIEWS

INTERCEPTS

CONTEXTUALIZATION & FRAMING

EYE-TRACKING: what elements are looked at?

ATTRACTIVE GIRL,

BUT THE BRAND IS

HARDLY NOTICED

SIMPLE, BUT

EFFECTIVE BRAND

VISUALIZATION AT

PAY OFF

Neuro EEG and GSR: what do people feel?

Positive or negative emotional relevance

The extent to which the body is activated/aroused

TOYOTA CASE MIX quantitative & qualitative with neuro

ELECTROENCEPHALOGRAM (EEG)

EYE TRACKING (ET)

GALVANIC SKIN RESPONSE (GSR)

Approach Stage 1

CGI LABORATORY TEST

Motion Spectrum

FORD focus - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)ACTIVATIONR

ELEVANCE

HIG

H

LOW

Motion Spectrum

FORD focus

Motion SpectrumE.G. THE ALLOY WHEELS & THE RADIO/AIRCOVENTS SCORE VERY WELL

ACTIVATIONR

ELEVANCE

HIGH

LOW

Motion Spectrum

VW Jetta - RELEVANCE (EEG), ACTIVATION (GSR) & ATTENTION (ET)

-9-2

2

BE

HA

VIO

UR

AL

EEG

Overall evaluation of the cars exterior: Drivers & weaknesses

front view, ¾ front view the line of the car & side view

the front view

Alloy wheels

the Side, front & ¾ rear view

5,14 5,59 5,59VE

RB

AL

2.914 3.243 3.748

GSR

Overall evaluation of the cars interior: Drivers & weaknessesB

EH

AV

IOU

RA

L

EEG

VE

RB

AL

GSR

Speedo meter, drivers door in

special central console, gearshift

Steering wheel, radio, graining

Central console, gearshift,

handbrake, pass. door

Steering wheel, radio, graining

Gearshift, handbrake

All other elements

4,39 4,80 5,48 5,77 5,27 5,43

0 00 00

21

1,7 2,23,6 5,15,4 3,8

AFTER

EXPLORATION

FIRST

EXPOSUREAFTER

EXPLORATION

FIRST

EXPOSURE

AFTER

EXPLORATION

FIRST

EXPOSURE

Approach Stage 2

REAL PRODUCT EXPERIENCE

Polarizing consumers feedback on dashboard ornaments

Shiny

Soft ornaments

Hard ornaments

Good quality,

SolidPlastic, Cheap, not

safe

Nice, Modern,

GlossyNot save,

Reflects light

Nice feeling, Safe,

Protects when collisionNot easy to clean, Too

soft so not safe

Neuro-research results on ornaments

VW POLO

Soft

Hyundai

i20

Fiat Punto

Ornament

Citroen

DS3

Renault

ClioFord Fiesta Peugeot 208

14 0

-10

0

-4

0

23.077

14.769

20.256

4.103

16.044

9.451

3.516

EEG

GSR

KEY Learnings Toyota Case

I. Consumers have difficulties to verbally express liking. Objective

measurement is needed to get hold of the emotional engagement.

II. It’s not only the overall evaluation that matters, all the individual elements

have to be emotionally engaging for long term success....1+1=3!

III. Even small details in the car can evoke strong emotional reaction ultimately

effecting the overall liking of the car

Decisions Toyota

I. Neuro is now one of the tools in the official manual of Toyota

II. Looking from different angels at same business questions is the way

forward

III. Helps in optimizing the car development process

However

IV. Neuro is not the holy grail – combining is key!

V. Working with neuro needs experimental research designs

Using neuro for communication testing

POwer Love

Content Action

Attract and retain

attention?

Most powerful

elements?

Message clear?

Message credible?

Relevant?

Likability?

Identification &

aspiration?

Arouse sympathy for

the brand?

Convincing?

Encourage to use

the brand?

Call to action?

NEURO HELPS CONNECT!

THERE ARE THREE CANDIDATES

WHICH ONE TO SELECT FOR PRINT?

• Powerful in attracting the attention

• Good spontaneous brand recall and high brand connection

• Verbally ad is loved however on medium level

• The emotional reaction & relevance is very high for certain scenes

• The message is clear

• Not easy to point out the scene which is best to communicate message in print

• Verbally men are attracted to buy

• People get excited when exposed to the ad

WHAT HAPPENS WHEN WE TAKE AUDIO AWAY?

WHAT’S NEXT?

BUT

ALSO…

outdoor

print

PEOPLE MAKE CHOICES UNCONSCIOUSLY

Mix conventional methods with neuro science tools