"If It Feels Good Do It" : Using Neuromarketing to Go Beyond

Google Tech Talk
June 8, 2009

ABSTRACT

"If It Feels Good Do It" : Using Neuromarketing to Go Beyond Click-Through: the Emerging Understanding of the Links Between Biometric Measures and Consumer Response to Media, presented by André Marquis.

Advances in neuromarketing over the past decade have moved the industry to a point where it is finally a practical addition to the marketer and product designer's toolbox. Mr. Marquis will demonstrate how tracking the second-by-second engagement of consumers interacting with a variety of media using biometric measurements including eye tracking, heart rate, breathing,
GSR and movement allows companies to better understand how they cognitively process and emotionally react to visual information. He will present examples showing how advertisers, TV and Web companies have optimized their media to avoid confusion, break through the clutter and resonate with
consumers to maximize retention and avoid undesirable behaviors including fast forwarding and navigating away.

André Marquis is currently the Senior Vice President of Sales and Marketing at Innerscope Research which is dedicated to solving difficult market research questions by measuring and analyzing subconscious emotional responses to media. Andre has a long record of starting successful technology-based ventures with a particular focus on winning in markets where evidence-based decision making is critical, e.g. advertising, healthcare and pharmaceuticals.

Prior to Innerscope, Mr. Marquis was the founder CEO of Amplyx Pharmaceuticals, an early stage drug development company that creates improved small molecule drugs. He was also the CMO of Log Savvy which developed the first massively parallel system able to analyze the huge amount of data required to understand "Web 2.0" emergent social activity. He was the COO of Chorus, a group inside Eli Lilly that has dramatically increased the efficiency of the Pre-Clinical through Phase II drug development through outsourcing as well as the CTO and Senior Vice President of Marketing at iPIX. iPIX was the world's largest manager of Internet visual content and created the technology and infrastructure for eBay's Picture Service. Mr. Marquis was a founder and Vice President of Marketing at Emptor which became Accept.com, a Kleiner Perkins, Benchmark Capital backed ecommerce company that was acquired by amazon.com

Category:

Science & Technology

Tags:

• google
• tech
• talk
• neuromarketing

[lizolivit]

I'm SO relieved they're studying the human brain so they can market to it better...! What a relief.

[WBAMB83392]

Yes, the conscious though process can be cleverly circumvented. What good for society can possibly come from that? The animal reactions glorified here are a million years old and did not give rise to civilization. They're trying to destroy civilization and make money on the way down, essentially looting.

[pinito25]

Is it legal to manipulate Sheeple this way?

[artdeltoro]

Intelligence at the service of madness!!!!! Shame on you!

[rodecaban]

Being manipulated by the big companies to buy stuf we don't need, will not enhance our lives. The idea itself is already part of the manipulation. My reptile brains wants to eat McDonalds every day. But my body don't work hard enough to get rid of the fat, my bloodvessels get sticky, I get a heart-attack. In order to live a happy live, i have to resist McDonalds. Even if my animal brain says: GO, go go for it. These are the lessons of live. Like it or not. We are humans, not buying machines..!

[shtouloo]

fascinating. what about ethics though?

[slowmopoke]

soooo slow ya gotta dowload directly to the neo cortex...bah

[psycomedia]

43:45 YouTube Sumamry?

emotional engagement

[8nwidth]

I developed a system to asses the emotional engagement of Ad Campaign Managers to Neuro-Marketing Services!

[salesinfluence]

Enjoyed it!  Thank you.

[rubintax]

nice this is realy intrestin.