People obviously like to think they’re in control of their buying decisions. Yearlong research has shown this is not the case – at all! Both researchers and marketers are facing the challenge of discovering the driving force behind consumers and shoppers actions. And, ultimately, be able to activate the ‘buy button’ in consumers’ brains.
Thanks to neuroscience research conducted in the past twenty years, crucial insights have been acquired about the functioning of the human mind. Scientists are now sharing their knowledge with marketing specialists to help them understand how buying decisions are made.
In this workshop, powered by Rogil Research and in collaboration with Human Mind & Brain and NMSBA, you will learn about high-tech methods and techniques such as eye tracking, EEG (electroencephalogram) and GSR (galvanic skin response), to uncover your consumers’ subconscious reactions. We will guide you interactively through the complete spectrum of neuro-marketing disciplines, illustrated theoretically and practically with national and international case studies. The latter will not only cover the use of neuro-marketing tools to test visual stimuli but also other senses such as smell and taste, in order to understand their emotional impact.
Keynote speaker Rafael Ohme, a pioneering scientist and professor of psychology, is an expert in emotions and subconscious processes. He founded Human Mind & Brain Applied Research Center (HMB), a scientific company to develop new research methods based on brain waves analysis and reaction times. He is a member of major marketing, psychological and neuroscientific associations and publishes his findings in top scientific journals.