About neuromarketing and working with the service

Neuromarketing is a set of methods for studying the behavior of buyers, using developments in the fields of marketing, cognitive psychology and Neurophysiology. Despite the fact that, this term appeared only at the beginning2000s and more related to the acquisition of any of a product, neuromarketing is based on the study of human reactions to external annoyers ... , which is described, for example, by Lewis David in the book Neuromarketing in action. How to get into the mind of the buyer. Interest in the study of sensations of a person (and sensations arise as a reaction of the nervous system to one or another irritant appeared much earlier, they were considered by philosophers, psychologists and researchers - representatives of various sciences [Lomtatidze, O.V., Ulitko, M.V., Lupandin, V.I. Psychophysics: a study guide].

The influence of external factors on the sensations of a person is studied within the framework of psychophysics (study of sensations); psychology of extreme conditions(study of threshold and critical sensations); social psychology (the study of sensations as a reflection of individual properties of objects objective world arising from their direct impact on receptors, the psychology of activity (the study of the motives of behavior, i.e. the influence of external and internal stimuli on further decision-making);psychology of emotions (study of processes associated with emotional experiences), etc. Despite the fact that psychology deals with issues human behavior, other sciences also do this within the framework of their own problems: economics and marketing, sociology, medicine, etc.

Required emphasize that psychophysics as a field of psychology that studies human sensation is the basis of experimental methods neuromarketing, receiving data using eye-tracking devices /oculography (study of eye movement) and EEG / MRI (study emotional reactions of a person: involvement, etc.). It is psychophysics provides a methodology that allows you to talk about the scientific approach in neuromarketing.

A brief look at the methods of psychophysics.

Among the many sciences devoted to the study of human behavior, for the purposes of This documentation will highlight three: psychology, sociology and marketing.

Psychology studies the patterns of emergence, development and the functioning of the psyche and mental activity of a person and groups of people.The following methods are used for this:

• laboratory and natural experiment;
  
• observation;
  
• product research activities;
  
• questionnaires and testing;
  
• biographical method;
  
• psychological modeling;
  
• physiological methods (GSR, ECG, etc.);
  
• comparative-genetic method

Man's behavior is influenced by a huge number of factors, both external and and internal, both past events and the expected future. Psychology at it seeks to create such a system of knowledge that will allow in some degrees to predict the behavior of a person, based on his properties nervous system, age characteristics, physiological inclinations, ability, flexibility of mental processes, the possibility of their development and many more. ...

If we talk about the directions of psychology, problematic topics which would be useful for interpreting the results of the study, you can highlight the following:

1. Psychology of activity is a section psychology, which deals with problems related to activity a person, in particular the problems of needs, motivations and motives,settings, etc. For an example, let's briefly consider the theory (theory is a doctrine, a system of scientific principles, ideas that generalize practical experience and reflect regularities of nature, society, thinking) of the motive of A.N. Leontiev.
According to this theory, human activity is based on needs (no matter what, there are many classifications of needs). A need is a feeling of discomfort or dissatisfaction (again, it doesn't matter if it's mentalor physiological), forcing to look for an object (see: Leontiev D.A., 1992),which will resolve an unpleasant state, i.e. a state tinged with negative an emotion (more on that below).
Completing the search for an object - objectifying needs - endows the object with the status of a motive or, in other words, forms a person has a goal to achieve, and directs the energy of a person, created by need, to master this subject. Speaking in simple in words: everything that a person will do will be connected only with this the subject and for its sake, if, of course, the subject is the most important goal in human life.
D.A. Leontiev believed that the development of needs occurs with the development of man, and indeed, the development of man(growing up), changing human culture and various technologies creates new needs that are objectified in technological or product solutions.
It is very important for a neuromarketer to understand the place of motive in the process of human activity.

1.2. Psychology of development, or age psychology, studies the development of a person from birth to death(Rean, A.A. Human psychology from birth to death. 2002), including motives of human behavior that change in the process of growing up and often intersect with the leading human activity. Human needs and leading activities go in parallel, because within the framework of the activity appear problems, which means that discomfort and needs appear, which are necessarily should be objectified, as we already know. Returning to the theory of D.A.Leontiev, at each stage of human development, the search for solutions is included,which stop at things that are motives.
Needs for the framework of activity is determined by the physiological development of the individual,age crises, social factors and roles that a person performs within the framework of the social environment.
Leading activity is an activity that comes to the fore at a certain period of life and can be presented in the form of a game, communication or work. However, this is not means that a person in a certain age period is engaged only play, communication or work. In each age period, a person there is a need to meet the needs of leading activities. For example, everyone has heard about the age of why-cheeks - 3-5 years, when the child asks a lot of questions, or about educational and professional leading activities 14—17 years when enthusiastic young guys start their first attempts make money, express yourself in creativity or sports, investing all your time and effort to become successful. It is the leading activity that includes many needs that need to be met. Each of these needs will be covered by specific available and positively evaluated subject. For the correct analysis of neuromarketing data obtained from with the help of the Service, it is important to understand that the object of desire of the target audience satisfies the needs of a person's leading activity or will suffice close to tools that meet the needs of the leading activity of a particular age.

2. Psychology of mental states is devoted to the issues of feelings and emotions that arise in the process of activities, facial expressions, pantomime, etc. D.A. Leontiev singled out three mental states: affect as a situational emotional experience,very short in time, emotion, like something longer, feeling like long-lasting emotional experience.

There is such data. However, it is worth noting that the data of real business projects with calculations and analysis of the impact of neuromarketing in the public domain, Unfortunately not. First, the creation of a successful plan that affects increasing sales of a product or service is a key point in any business and is a trade secret. Secondly, the cost of neuromarketing research is too high to share its own data with the broad around people. ...

In the public domain, however, there is evidence the effectiveness of neuromarketing. Let's divide them into scientific and popular science.

Scientific data is theoretical/theoretical and experimental data that are presented in dissertations or as publications in Scientific journals.

PhD dissertations:
1. Lapshina T.M. Psychophysiological diagnostics of human emotions according to EEG indicators. 2007.Psychophysiology.
The main thing in the work: T.M. Lapshina analyzed a great the number of scientific studies on the topic of emotions. The author proposed a methodologyStudying emotions using EEG and proving its effectiveness.

2. Viktorova N.M. Formation of motives of consumer behavior on modern Russian market of educational services. 2013. Economics.
The main thing in the work: N.M. Viktorova emphasized that evolution is taking place consumer motives from rational and irrational. Modern the consumer is based on an emotional choice that is successfully learned using neuromarketing research methods.

3. Written A.C. Scientific and applied potential of neuromarketing in the marketing system company research. 2021. Economics.
The main thing in the work: A.S.Written conducted a broad theoretical review of the literature on the problems neuromarketing, determined the place of neuromarketing methods in the system marketing tools and much more.

4. Vinnik A.E. Designing the concept of outdoor advertising based on neuromarketing technologies. 2021. Economics.
The main thing in the work: A.E. Vinnik developed and tested the methodology for creating the concept of advertising content Semantic mapping that takes into account many parameters and reliably predicts the reaction of the target audience.

5. Medvedeva OA Development of a methodology designing mass-produced shoes with customization elements. 2022. Technology of leather products.
The main thing in the work: O.A. Medvedeva successfully created the concept of introducing neuromarketing at the initial stage of productionshoes.

There are a lot of scientific publications on the topic of neuromarketing. Only with the VAK stamp (VAK - scientific journals with articles reviewed by candidates and doctors of sciences) devoted to the topic of neuromarketing, more than 240 on the site cyberleninka.ru and elibrary.ru.

Popular science books that describe cases of successful use of neuromarketing methods in business projects:
1. Roger Dooley. Neuromarketing. How to influence the consumer's subconscious. Author offers methods to influence customers based on knowledge of neuroscience and Psychology.
2. Martin Lindstrom. Buyology: A Fascinating Journey in the brain of a modern consumer. The author talks about the biological basis purchasing power and how you can use it in your marketing.
3. Edward Bernays. Propaganda. The book describes how to use technology impact on consumers in the first half of the twentieth century. This is impossible call neuromarketing in the modern sense, but you can note the tricky psychological techniques in popularizing the habits of US citizens. The book is very interesting even because the author is the nephew of Sigmund Freud.
4. David Lewis. Neuromarketing in action. The author talks about the mechanisms of buying and about the means of neuromarketing, which are used to achieve more high sales.

Emote.pro is an online service that performs mathematical calculations and graphic display of the results of the study of positive and negative emotions based on data obtained using electroencephalography. ...

Service's methodology is based on psychological theories of social, general, developmental psychology, psychophysics, psychophysiology, physiology of the central nervous system and GNI, etc. Also used mathematical methods for calculating data using copyright theoretical developments and results of more than a hundred studies,including interviews with respondents.

The service is the result of more than 7 years of scientific research.

The purpose of creating the Service is popularization of neuromarketing methods for marketers, artists, designers, video makers, researchers and a wide range of people who would like to do their own research and better understand the emotions of the target audiences in relation to the product they produce.

The service offers round-the-clock online access to calculations and graphic displaying the positive and negative emotions of a group (s) of people in the amount of from 5 to 10 people in each, based on pre-prepared dataEEG studies. The user independently prepares EEG files, using guidelines for conducting neuromarketing studies that can be found here( Video and EEG ). The guidelines ...step by step the whole research process is described:

When you don't need to be an expert in psychology, physiology, economics, marketing:

• if your task is to conduct A/B testing and find out which video will be better perceived by the target audience;
  
• if you want to know how the target audience reacts to the video as a whole and some specific moments in it;
  
• if you want to find out which subgroup responds best to different videos;
  
• if you select the best video to affect a certain a group of test subjects;
  
• if you want to collect the best moments from groups of videos to create your super video and select these moments based on the reaction of your target audience.

• if the task is to predict the purchase of a product only based on EEG data;
  
• if EEG data analysis results are used as an indirect indicator of some event, for example, the choice of purchase product in difficult conditions or under difficult social circumstances(when a person faces an important choice on which his future depends);
  
• if the sample of subjects is extremely small, but the user will extrapolate the results to a larger audience;
  
• if the user wants to predict the group's reaction to an object, it hasn't created, but which will be created in the likeness of the video file being checked;
  
• if the user is checking the reaction of a group of people who are not is its target, but indirectly, this data will be transferred on the target audience;
  

1) Tasks related to comparing several video files under investigation by the degree of impact on a group of respondents, namely: comparison of ability video files evoke positive|negative emotions. Results research is verified by statistical analysis methods.

2) Identification of individual moments of the investigated video files, which create positive and negative emotions.

3) Calculation and comparison time intervals according to the level of severity of positive and negative emotions, for example, in A/B-testing tasks.

4) Identification of strong and weak moments in the video that cause such an emotional reaction in groups, which is regarded as superfluous or unnecessary.

5) Highlight group of the study groups, which in the best or worst way reacts emotionally to the video.

6) Creating ratings video files on positive and negative emotions.

There are several answers to this question, based on the goals and objectives research. But the more you study your target audience, the more precisely, you will be able to influence it. Let's highlight a few important moments. ...

Firstly, there is a dependence of the research result on the complexity of the object of study.
If the object of study is something, which requires a person to make a socially important decision that will be is known to others, and at the same time, the opinion of others is important to the subject, then neuromarketing research should be carried out using additional standardized and validated sociological/marketing / psychological, etc. questionnaires.
If the object the study concerns exclusively the subject (musical preferences, entertainment content, design, taste, etc.), it can be assumed that the subject will follow his experiences and make a choice in favor of an object that caused more positive emotions to experience longer positive experiences. In this case, the data obtained from the results neuromarketing research should be enough.

Second, any results of scientific research do not guarantee confidence probability 100%.
Data uploaded to the Service undergo the procedure statistical analysis, but even in this case, the confidence level is 95%, the remaining 5% are contingencies, which cannot be taken into account.
If you plan based on results research risk significant sums, best to double check research results several times, increase the sample of people, connect other questionnaires and methods. Neuromarketing method does not guarantee that the business idea will work. The service shows only the results of the calculation positive and negative emotions of the studied groups using methods of statistical analysis. Read

To try out as a neuromarketing researcher, you can go to the 'Demo' page, where you will find an example of the finished research. This page allows you to experience almost all the possibilities Services you will encounter after uploading your research data to server. ...

Full details about the study are described in The guidelines

The data provided in this section is not intended to ensure that everyone can to reproduce the calculations that are carried out by the Service. The purpose of this section is to make the calculation process more transparent to the end user, but at the same time protect the experimental methodology developed by the author and keep it trade secret. ...

Emotion calculations. Service is own experimental development, and information on calculation methodsEmotions were not disclosed. However, it is worth noting that the basis for the calculation Emotions in the study are data obtained from the EEG.

Statistical calculations. The results of the study are subjected to statistical analysis using the following criteria: for differences pairs of video files - t-Wilcoxon test, for differences in pairs of study groups— Mann-Whitney U-test.

Calculating ratings. To calculate ratings uses the values shown on the emotion graph on the Research page video. The rating calculation includes three components:
1. Number emotional outbursts while watching a video.
2. Duration the time the respondents stay in a positive emotion throughout the video viewing period.
3. Indicator of maximum positive experiences.

When analyzing data, time differences are taken into account investigated video files.
All these indicators are considered important in the equally to rate the video and create the correct rating for positive emotions. Next, the sums of the indices of each metric for the video/group. After that, the ranking is final data, which is the rating presented in the tables statistics.

The analysis of the results of the study can occur not only on the basis of obtained data, but also using other sources: additional research, peer review, scientific data, etc. It is important to note that any analysis of the study must follow sound logic.

In this the section will present only the most basic questions and options for what answers can be found in the results of the study on the example research on the Demo page. ...

Case 1. You need to understand how does your video evaluate the target audience in comparison with videos 4 competitors.

Problem. Explore 5 video files for one group, one of which is your file and 4 other files are videos competitors, and determine their rating in terms of positive emotions.

Where to look for research results? Rating of all researched video files for all subjects can be found on the 'Demo' page; in the block 'Your completed studies' click 'Advanced'.

How to is the Service running? To create a rating of all research videos, data of all subjects who are considered as one group (even if in Several subgroups were specified in the study design. These data are being tested statistical analysis (read about statistical analysis in the paragraph 'How are the results of the study calculated?') using the t-testWilcoxon. Video files are ranked from best to worst by criterion of positive emotional evaluation. By clicking on the button 'Open statistics', you will see a table in which statistical differences in video.

What is a statistical difference for?The statistical difference between the two videos indicates that the emotion scores after Views of the first video do not repeat the ratings of the second video for most members of the group. In this case, we can say that two video files statistically different from each other, and then the rating for these two videos makes a difference. You can say that one video is really significant came off according to estimates from the other. If the majority of the subjects felt the same emotions while watching two videos, they talk about that the two videos are similar and have no difference. That is, they are the same affect the group under study, and the difference in places in the rating they have suggests that one video in positive emotions is insignificant superior.

Researcher's actions. Need to find videos like this, that would be statistically different from your video (maybe not all), then determine their place in the ranking.

Analysis and conclusion

Option 1. If your video has no statistical difference with competitive, which is expected to rank higher than your video in rating, then this indicates that your video has an equally strong effect on target audience, like a competitor's video.

Option 2. If identified the difference between your video and other videos, you need to go to the rating and look at the places where your video and the competitor's video are located, with which the difference was revealed. If your video ranks higher competitor's video, your target audience rates your video better, if lower - competitor's video is better than yours.

Case 2. You have one video, which you would like to test for three groups to choose the most an appropriate group to broadcast it to.

The challenge.Explore 1 video file for 3 groups and determine which group is better reacts to the video. (Now you can do research for 4 videos and 3 groups.)

Where to look for research results? Ranking result Group perceptions for each video separately can be found on the Demo page. In the block 'Your completed studies' click 'Advanced' and click to the title of the video you are interested in.

How does the Service work? For Group rating creation by one video group data is exposed statistical analysis using the Mann-Whitney U-test. Groups rank from best to worst in terms of positive emotional assessment. By clicking on the 'Open statistics' button, you will see a table showing the statistical differences in the groups.

For What is a statistical difference? A statistical difference between two groups indicates that video emotion ratings for the majority of participants of the first group are not similar to the scores of most of the participants in the second group.In this case, we can say that the two groups are statistically different, and then the rating for these two groups matters. If the majority the subjects felt the same emotions while watching the video in two groups, they say that the two groups are similar and equally rated the video. T.e. the video has the same effect on two groups of people, and the differences in rating indicate minor differences in assessment.

Actions researcher. In the group rating statistics, you need to find such groups that would differ statistically among themselves, and then determine their place in ranking.

Analysis and conclusion.

Option 1. If the studied groups do not have a statistical difference, this suggests that the video is the same strongly affects the first group, as well as the second.

Option 2. If the difference between the groups is revealed, then it is necessary to go to the rating and look at the places where these groups are located. That group, who stands taller is more susceptible to being challenged positive emotions with this video.

Case 3. You made a video that already broadcast on TA, and you need a 'reminiscent frame' for outdoor advertising with the most positive emotions.

Task. To identify the brightest moment in video to use it on static objects outdoor advertising.

Recommended. If you need to define statistical differences, reproduce case 1 or 2 depending on research.

Where to look for research results? Ranking result Group perceptions for each video separately can be found on the Demo page. Next, in the 'Your completed studies' block, click 'Advanced' and click on the title of the video you are interested in. Go to the block playback and second-by-second video analysis for study groups.

The actions of the researcher. You need to find a point on the graph that reflects the maximum or close to the maximum value in terms of positive emotions, set the start of video playback in the player with of this moment, capture the frame using a screenshot. Then send this frame to specialists creating a file for a billboard. It is important to note that this the file can only be used as an example, since a screenshot, of course, will be of low quality.

Analysis and conclusion.

Option 1. Following the idea of the mechanism of memory, it is possible to put forward the hypothesis that at the sight of a familiar image, a person will try to remember it, which means,will reproduce a certain series of images in the head, which will be natural training of memorization and reproduction of information, which means,it will be easier for the user to remember the product if necessary to satisfy the need that the product fills.

Case 4. At the installation stage video you have a contentious point that requires A/B-testing.

Problem. Find out of two clips one that is stronger affects the target audience.

Recommended. If you need to determine statistical differences, reproduce case 1 or case 2 depending on the task of the study.

A note on the case. According to the case, the rollers are almost identical. This means that you most likely will not find a statistical difference. In this case, it is necessary to proceed from the search for the highest values in the graphical displaying the dynamics of emotions over the disputed period.

Where to search research results? Data on the graphical display of the dynamics of emotions can be found on the 'Demo' page. Further in the block 'Your completed research' click 'More', click on the name of the one of interest you video and go to the playback and second-by-second video analysis block for study groups. By switching between A/B test clips, you can reveal the difference in emotional reactions.

The actions of the researcher. On the graph, select the area of the video you are interested in with the mouse. In the right block the results of the second-by-second analysis and brief outputs you will see the values. Next, open the second video in another browser tab and swipe similar operations with the second roller. After that, you only have compare the results obtained and, based on them (and common sense), make a choice in favor of which problematic part of the video is more suitable for your case.

Analysis and conclusion.

Option 1. If part of roller A has more pronounced digital values of the positive an emotional reaction of TA than roller B, then in this case the best option roller A will be used. However, if the two rollers are not statistically differ, then, respectively, the difference in the reaction of the target audience to rollers A or B may be insignificant.

If the study is done correctly, including respondents in groups were selected correctly, the sample is homogeneous, the study was conducted according to the methodological recommendations, the primary data were not subjected to changes, the data on the subjects were entered without errors, then the trust the probability will correspond to the level of 0.95 (95%).

Now anyone can try the Service absolutely free of charge!

However, there are some limitations:
1. Number of researched groups are limited. The minimum number is 1, the maximum is 3.
2. The number of video files to be examined is limited. The minimum number is 1, the maximum is 4.
3. The number of respondents in the group is limited. The minimum number of people is 5, the maximum is 10.
4. Number of research per day is limited to 1 research.
5. Storage time Data on the server is limited. Every midnight Minsk time (GMT+3) data on the conducted studies are deleted from the database.

If for some reason you need to remove the restrictions, please write about this in the feedback form, which is located at the bottom of the main pages.

There are such studies, and they are on the page 'Demo'. You may be seeing a small amount of research, but it will increase later. You can provide pro bono research as teaching material for other researchers.