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1. Introduction
2. Observation research
3. Research and the context for observation
4. Communication
5. Non-verbal communication
6. Brands and observation research
7. Brands on the internal network
8. Stimulation of neurons
9. Zaltman, 2004
10. Neuromarketing
11. Memory versus external stimuli
12. Social networks
13. External (social) network
14. What observation can achieve
15. Presentation structure
16. Data for decision-making
17. Research activity of sample of UK companies
18. Survey research applications (1)
19. Survey research applications (2)
20. Observation research applications
21. Advances in observation research
22. Cognitive neuroscience
23. Cognitive neuroscience and marketing
24. Questions cognitive neuroscience can help answer
25. Questions cognitive neuroscience cannot answer
26. Tapping directly into the consumer's brain
27. What is BOLD-fMRI?
28. fMRI setup
29. How does functional MRI work?
30. Functional magnetic resonance imaging
31. fMRI results
32. Why use fMRI and MEG?
33. Consumer motivation
34. Arousal
35. Categorising emotions
36. Key brain structures involved in emotion
37. Types of humour appeals
38. Recognition of emotional states in others
39. Specific activation of areas in the brain
40. Neuromarketing in practice
41. fMRI case studies
42. Montague's 'Pepsi challenge' case study
43. Case study 1: testing brand extensions
44. Case study 1: relevant brain structures
45. Results
46. Case study 2: product and packaging development
47. Colour modulates response to odours
48. BBC report on smell and consumption
49. Follow up: bottles and bouquets in the brain
50. Case study 3: testing validity of responses
51. Questions for the responders
52. Lying response in a single subject
53. Other areas where neuroimaging informs marketing
54. Industries using cognitive neuroscientific methods
55. Eye-tracking
56. Eye-tracking measurements
57. Eye-tracking parameters
58. Using eye-tracking
59. Web-site design, branding and eye-tracking
60. Advertising testing and eye-tracking
61. Packaging design and eye-tracking
62. Sponsorship, brand positioning and eye-tracking
63. Use of virtual reality software
64. Virtual reality
65. Input and output mechanisms of virtual reality
66. Combination of virtual reality and eye-tracking
67. Eye-tracking case studies
68. Web redesign
69. Brand positioning: "will anyone see my brand?"
70. Ethical considerations
71. Thank you
72. More information about the speaker

Topics Covered

• Comparing observation and non-observation research applications
• MRI & fMRI neurological observation
• Eye-tracking observation
• Neuroethics

Links

Series:

• Qualitative Market Research

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on May 22, 2008