09:00 - Welcome and Introductions
10:00 - The Human Brain
This session will provide an overview of the structure and function of the brain, with an emphasis on identifying many of the neuro-myths seen in neuromarketing.
11:00 - Neuromarketing Examples
We will divide into groups to discuss examples of neuromarketing focusing on their strengths and weaknesses. This is an interactive session.
12:00 - A framework for Neuromarketing
We make a distinction between neuroscience that is used as marketing and neuroscience used for marketing. In the former, the neuroscience produces marketing materials designed to engage the consumer and enhance believability and memorability of the materials based on the seductive appeal of neuroscience. Neuroscience for marketing is research designed to provide a better understanding of consumer behaviour. The two types of neuromarketing have very different resource implications in terms of time and costs.
12:30 - Emotions, Decisions and Brand
Here we review the state-of-the-art in consumer neuroscience with a focus on understanding how emotional information influences decision making, with particular examples around pricing and brands. We introduce how parts of the brain's reward system can be measured and used to predict consumer behaviour with neuro-focus groups.
13:30 - Lunch Break
14:30 - Group Decision Making
People make different decisions when they are alone than when they are in groups. In this session, we will introduce a tool called the Hive that will allow us to demonstrate fundamental principles of group decision making using a highly interactive digital approach.
15:30 - Biometrics & the Sub-conscious
In addition to the purely neuroscience methods there are a range of tools for measuring physiological responses such as heart rate and galvanic skin response, eye tracking, and facial coding. In this session, we will introduce examples of how biometric measures like these can provide information about aspects of decision making that are often sub-conscious and thus difficult to investigate with traditional questionnaires and focus groups.
16:30 - Consumer Psychology: Nudges, Biases and Blindspots
Examples of cognitive biases in decision making (eg framing effects, peak-end effect, anchoring and adjustment illusions) and views of the self and others (e.g. naïve realism, above-average effect, fundamental attribution error). Psychology behind persuasion and marketing techniques. Evolutionary biases and moral cognition. Examples of how behaviour can be primed and manipulated.
17:30 - The Future is Bright
We conclude by reviewing warning signs of neuromarketing snake-oil and looking to the future and speculating on the key trends over the next 5-10 years, both in terms of the consumer neuroscience advances and the technological advances that will unlock new opportunities.