ייעוץ ומחקרי שוק מתקדמים בהתנהגות צרכנים. לא מספיק לשאול "מה הצרכן חושב" הרבה יותר חשוב להבין "איך הצרכן חושב"

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Presentation transcript:

ייעוץ ומחקרי שוק מתקדמים בהתנהגות צרכנים

לא מספיק לשאול "מה הצרכן חושב" הרבה יותר חשוב להבין "איך הצרכן חושב"

Unconscious Processes Conscious Processes Subconscious Processes איך הצרכן חושב ?

Advance Neuro-Imaging of Marketing Comunication

“Half the money I spend on advertising is wasted; the trouble is I don't know which half” John Wanamaker ( )

The response to communicated stimulus (how we encode the message) matters more than the stimulus itself because the response is what is left behind

Source BrainTarget Brain

NS SN ZH ZD TH Average Time course Z - normalization

TR=3000; Lag=3 sec; Threshold>1.5

Auditory cortex Superior temporal sulcus

Visibility Index Money

Memorability Effect Best vs Worst 15 Subjects

Average Time Course

Controls Best vs Worst – Balanced length RE, p <0.005 Best versus Worst

מדד זכירות (בולטות) מידת האקטיבציה הפיזיולוגית שמייצרת הפרסומת באזורי הזיכרון במוח בהשוואה לפרסומות הזכירות ביותר

Relevance Ad liking (A ad ) Affective response Cognitive response Purchase intention Self report measures

Best Worst RelevanceLikingCognitionEmotionIntention

Psychophysics Affect Predictor

מדד עוררות אמוציונאלית מידת האקטיבציה הפיזיולוגית שמייצרת הפרסומת באזורי הרגש במוח בהשוואה לפרסומות האמוציונאליות ביותר

Psychophysics & Memorability Effect Memory effect Affect effect

בניית מדד פסיכו - פיזיולוגי המקביל למדד ה " זכורות והאהובות " ( הבולטות והמרגשות ) המשמעות היישומית

ADvantage POST-TEST ™

תיאור שלבי המוצר

שלב ראשון – קבלת סרטים FMRI Spot 3 Spot 2 Spot 1

שלב שני – בדיקה וניתוח

מבנה המוצר בניית פרוטוקול ניסוי עריכת גירויים לבדיקה גיוס ותשלום לנבדקים עריכת שאלונים הרצת MRI בנית מודל מוח וקבלת קבצי VTC הרצת נתוני מוח בתוכנת BRAIN VOYAGER ניתוח תוצאות גיבוש המלצות קבלת הסרטים מצגת מסכמת

דוגמא

1. השוואת קמפיינים טלוויזיוניים סרט 1סרט 2 ציון זכירות ציון עוררות אמוציונאלית4.53.2

2. ניתוח עומק של סרטי הפרסומת זכירות זמן מדד פוטנציאל זכירות שיא אודיטורי – התגברות מוסיקה שיא ויזואלי – מפגש עם אבא

עוררות אמוציונאלית זמן מדד עוררות אמוציונאלית 2. ניתוח עומק של סרטי הפרסומת שיא אודיטורי – תחילת המוזיקה שיא אודיטורי – הפסק מוסיקה

ADvantage PRE-TEST ™