A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Our head of digital, Chris Cullmann, alongside our team at Ogilvy CommonHealth Worldwide have developed a playbook for pharmaceutical and healthcare marketing in 2018.
Although not definitive, this playbook points to emerging platforms, the maturing of existing communication mediums, and areas that need your attention to be competitive in a rapidly evolving marketing space.
India Strategic Communications Report 2015: Inside the CMO’s MindMSL
MSLGROUP’s 2015 annual report on the state of the industry changes details the findings of a countrywide survey focusing on Chief Marketing Officers (CMOs) across industries and how they view the role of ‘new PR’ – integrated communication – in building brands. This is an annual report that is in its fourth consecutive year.
This year’s survey – which comprises the main section of the report – details the views of the CMOs, who come out strongly in favour of integrated communication.
We hope you enjoy reading it. For more information or feedback connect with our India team @MSLGROUP_India or reach out to us on Twitter @msl_group.
Marketers are increasingly embracing social media and integrating it into their overall marketing strategies. A survey of over 500 executives found their top concern is maintaining high audience engagement on social media. Most marketers use Facebook, Twitter, and YouTube and are looking to expand to other networks like Instagram and Vine. While content shares and follower counts are the most common metrics, marketers want to better tie social media efforts to ROI and sales metrics. Larger companies are more likely to use technology and systems to help manage complex social media strategies across multiple networks and digital campaigns.
Marketing on the Move: A PBJS Guide to Navigating Experiential ToursPBJS
Brands are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year. In this paper, we’ll explain why tactics like food trucks, pop-up shops and mobile tours make an impact, reveal our secrets to success, and introduce you to brands doing it well.
Like what you see and want to learn more? Contact Linsday.Rowe@pbjs.com.
Based on findings from Altimeter Group's State of Social Business 2013 report, this infographic shows how companies are formalizing, organizing, and growing their social media efforts — yet still lacking an enterprise wide strategic foundation.
Download and read the full report at: http://bit.ly/ssb-2013.
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
Marketers' main concern is maintaining high levels of audience engagement on social media rather than fears over brand damage. The survey found that 42.2% of respondents said social media increases engagement. Most successful brands adopt a multinetwork approach, using an average of 4 social networks to engage audiences. Maintaining engagement across multiple networks is seen as key to driving success on social media in 2014.
1) The document discusses how gaining consumer attention is becoming the most important metric in digital advertising in 2015 and beyond. Advertisers are shifting budgets from standard banners to mobile, video, and native formats that are better at capturing attention.
2) Success metrics are also shifting from quick metrics like impressions and click-through rates (CTRs) to metrics that show interactions and post-impression actions, which indicate a brand fully captured a user's attention.
3) Viewability is important but not a guarantee of attention on its own; creative, format, and placement must be optimized to engage users and garner their attention once an ad is viewable.
Connecting The Dots: Which pharma companies are succeeding in the social medi...Ogilvy Health
The document summarizes the findings of a social media audit conducted by Ogilvy to analyze how pharmaceutical companies are using social media. It identified three groups - those connecting the dots by fully integrating social media, those dabbling but not maintaining constant activity, and those still searching for a strategy. The audit evaluated companies' social presence, activity, engagement, network simplicity, content virality, and community size across key social networks. It encourages pharmaceutical companies to better connect with audiences by being brave, personal, timely, prepared, instructive, and moving social media throughout their marketing strategy in order to stand out from competitors.
Global trust in advertising report, Nielsen 2013IAB México
The document summarizes the results of Nielsen's 2013 Global Survey of Trust in Advertising. Some key findings:
- Recommendations from friends and family remain the most trusted form of advertising at 84%. Owned media such as branded websites is the second most trusted at 69%.
- Trust in online and mobile advertising is increasing, with growth in trust for banners ads, online video, social media ads and mobile ads.
- Latin America reports the highest levels of trust and willingness to take action across most advertising formats.
- Humorous ads resonate most globally at 47% while real-life situations resonate more in Latin America and Asia-Pacific at 57%.
The truth about mobile business intelligence 5 common myths debunkedNuno Fraga Coelho
This document debunks 5 common myths about mobile business intelligence (BI). It discusses that mobile BI does not require all users to be on the same device, and that most mobile BI platforms support a variety of devices. It also explains that native applications are not required for each mobile device type if the platform can dynamically detect the device. Additionally, the document notes that mobile BI is now consumed on tablets in addition to phones, as tablets allow for more in-depth analysis.
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what’s good for individuals and good for society can also be good for business.
This document discusses influencer marketing for B2B companies. It defines key concepts like the 1:9:90 model of influence, which states that 1% of people create content, 9% share and comment on it, and 90% consume it. This influences how to target different segments of the market. The document also discusses how to measure influence, activate influencers across different media, profile influencers, and use insights from monitoring influencer conversations to inform marketing strategies.
This document provides a summary of a market definition report on real-time marketing. It discusses the benefits and challenges of real-time marketing, outlines six use cases of real-time marketing ranging from planned brand events to reactive customer interactions, and describes the strategic and tactical preparation required to successfully implement real-time marketing. The six use cases are mapped on a grid based on their level of planning/proactivity and whether they are planned or unplanned events. Examples are given for each use case to illustrate how different companies have leveraged real-time opportunities. The report emphasizes that while real-time marketing provides benefits, it also requires significant upfront planning and resources to execute effectively.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
Direct mail outperformed digital advertising channels in driving consumer action, according to a neuromarketing study. Direct mail required 21% less mental effort to understand and led to higher brand recall than digital media like email and display ads. It also elicited stronger emotional responses, as measured by higher motivation scores. Specifically, direct mail was found to be easier to understand, more persuasive, and quicker to visually process than digital media. Overall, direct mail was better able to meet the threshold of a motivation-to-cognitive load ratio above 1, indicating it is more effective at driving behaviors like purchases. The study supports the hypothesis that direct mail's physical nature enhances its ability to stimulate the brain and guide consumer behavior.
Direct mail was found to be more effective at driving consumer action than digital advertising channels like email and display ads, according to a major neuromarketing study. Researchers used brain imaging tools like EEG and eye tracking to measure participants' cognitive load, motivation, and visual attention response to various physical and digital advertising stimuli. They found that direct mail consistently outperformed digital channels in ease of understanding and persuasiveness, as measured by brain activity in areas linked to these factors. This suggests direct mail is better able to close the gap between consumer interaction and taking action.
Direct mail proved to be the most effective advertising media according to a major neuromarketing study. It outperformed digital channels like email and display ads. Specifically:
- Direct mail required 21% less cognitive effort to understand and elicited higher brand recall than digital media.
- Direct mail was more persuasive, with motivation responses that were 20% higher, and appealing to multiple senses further increased persuasiveness.
- Direct mail was visually processed quicker, suggesting messages were absorbed faster when considering its higher motivation and lower cognitive load.
- Direct mail was more likely to drive behavior by surpassing the important motivation-to-cognitive load ratio threshold of 1.
Bias for Action Neuroscience_EN_150717Linda Regier
Direct mail was found to be more effective at driving consumer action than digital advertising channels like email and display ads, according to a major neuromarketing study. Researchers used brain imaging tools like EEG and eye tracking to measure participants' cognitive load, motivation, and visual attention response to various physical and digital advertising stimuli. They found that direct mail consistently outperformed digital channels in ease of understanding and persuasiveness, as measured by brain activity in areas linked to these factors. This suggests direct mail is better able to close the gap between consumer interaction and taking action.
Neuromarketing uses tools from neuroscience like EEG, fMRI, eye tracking and analysis of facial expressions and physiological responses to understand consumers' unconscious emotional and cognitive responses to marketing. This helps optimize products, ads and shelf placement. Traditional methods like surveys are limited since consumers may not consciously understand their own preferences. Neuromarketing tools provide objective data on how the brain processes brands and marketing messages. This helps improve marketing effectiveness and reduce the high failure rate of new products and campaigns. As the field advances, it seeks to better understand cultural differences in how societies relate to marketing.
What Can Measuring Brain Waves Tell Us About An Ad Charles Young & Step...vbousalah
The document summarizes key findings from a study comparing traditional advertising research methods like surveys with newer biometrics research measuring brain waves. The study looked at fast food TV ads and found:
1) Both methods identified more "peak moments" of attention in highly effective ads.
2) The methods identified some same peak moments but also different ones, indicating each can provide unique insights.
3) Analyzing content of peak moments provided insights into how ads grab attention and create memorable brand impressions.
This document discusses the need for regulation of neuromarketing, which is the application of neuroimaging techniques like EEG and fMRI to inform marketing strategies. While neuromarketing can provide insights to create effective ads, it also poses privacy and ethical concerns if used to exploit or manipulate consumers without their full awareness or consent. The document argues that as neuroimaging technology advances, governments should establish regulations and oversight of neuromarketing research to protect individuals and ensure marketing does not compromise autonomy or target vulnerable groups for profit over well-being.
Truth & Lies About Why We Buy Has The Future Of Market Research ArrivedDennisDevlin
The document discusses how neuroscience and neuromarketing techniques can provide insights into unconscious consumer decision making that traditional research methods cannot. It outlines how neuromarketing uses brain scanning to examine consumer responses to stimuli and uncover what drives behavior. Some key findings from neuromarketing studies are presented, such as how health warnings on cigarettes can trigger cravings and how strong brands activate similar brain regions as religion. The document argues neuromarketing has the potential to improve marketing effectiveness and reduce product failures.
To share- IAA Neuromarketing presentation by John Faasse @ De UitbijterTijmen Bos
This document discusses the application of neuroscience in media planning and advertising effectiveness research. It explains that neuroscience can provide insights to complement traditional research methods by examining how the brain responds to advertising in different media channels. Specific neuroscience tools like eye tracking, fMRI, and EEG are discussed in the context of answering questions about audience engagement, attention, and emotional responses to ads. While promising, neuroscience applications still have questions to be addressed regarding best practices and suitability for different research objectives. The document advocates that neuroscience can help understand why people shop and buy things, but warns against the idea that it will turn people into "mega-shopping zombies".
Making Advertising More of a Science Than an Art | NielsenKirill Smirnov
We’ve always known a significant part of advertising spend is wasted. Now, neuroscience can identify the exact moments in an ad that activate memory, draw attention, or prompt an emotional response, and determine on a secondby-second basis which parts are and are not effective in engaging viewers. By including only the most effective elements in your ads, significant savings can be realized from shortening their length while also maintaining or improving their overall impact.
Neuromarketing is a field that uses technologies like fMRI and EEG to study consumers' brain responses to marketing stimuli in order to better understand why consumers make purchasing decisions. Researchers examine changes in brain activity to learn which parts of marketing messages or products appeal most to consumers on unconscious and emotional levels. This knowledge helps marketers design more effective products, marketing campaigns, and branding strategies.
This document discusses the use of neuroscience and non-conscious techniques in market research. It addresses some common misconceptions, including that these techniques can replace traditional research methods. The document outlines several non-conscious techniques - galvanic skin response (GSR), implicit association test (IAT), and eye-tracking - and how they work. It emphasizes that proper labeling of techniques is important, as some methods are incorrectly referred to as "neuroscience." Overall, the document advocates that non-conscious techniques be used to supplement, not replace, traditional research methods like surveys and focus groups in order to gain a more comprehensive understanding.
Neuroscience techniques like EEG, fMRI and eye tracking can provide insights into unconscious consumer decision making. Marketers have used these methods to understand how consumers perceive brands, slogans and advertisements. For example, Coca Cola research found brand image influenced taste preference more than actual taste. However, some argue neuromarketing could allow manipulation of consumer desires and be misused for propaganda. Overall, it provides useful research tools but also controversies around ethics and potential negative impacts.
The Applied Neurosciences Lab uses neuroscientific tools like eyetracking and EEG biofeedback coupled with qualitative research to study how the brain processes information. They analyze stimuli like images, videos, and digital interfaces to understand what catches people's attention and is easy to understand. This helps optimize products, services, and communications. The lab provides data-driven recommendations in areas like marketing, advertising, and user experience design.
Direct mail elicits greater consumer attention and recall than digital advertising according to the study. It held participants' attention 118% longer than digital ads and stimulated 29% higher brand recall. Direct mail invites exploratory engagement from consumers through its tactile qualities, prolonging attention and allowing marketing messages to be fully noticed and absorbed. This results in more positive emotional and motivational responses from consumers compared to digital ads alone.
Direct mail elicits greater consumer attention and recall than digital advertising according to the study. It held participants' attention 118% longer than digital ads and stimulated 29% higher brand recall. Direct mail invites exploratory engagement from consumers through its tactile qualities, prolonging attention and allowing marketing messages to be fully noticed and absorbed. This results in more positive emotional and motivational responses from consumers compared to digital ads alone.
This document provides an introduction to neuromarketing as a scientific discipline. It discusses how neuromarketing uses neuroscientific methods to better understand consumer behavior and replace traditional marketing research. The document outlines some of the key findings of neuromarketing research, such as brain imaging studies showing most consumer decisions are made subconsciously in less than 300 milliseconds based primarily on visual stimuli. Neuromarketing research indicates 90% of consumer decisions are made on a subconscious level. The document also provides context on the development of neuromarketing as a field and how it aims to provide valuable insights to help companies better develop, market and sell products according to consumer preferences.
This document provides an introduction to neuromarketing as a scientific discipline. It discusses how neuromarketing uses neuroscientific methods to better understand consumer behavior and replace traditional marketing research. The document outlines some of the key findings of neuromarketing research, such as brain imaging studies showing most consumer decisions are made subconsciously in less than 300 milliseconds based primarily on visual stimuli. Neuromarketing research indicates 90% of consumer decisions are made on a subconscious level. The document also provides context on the development of neuromarketing as a field and how it aims to provide marketers insights into how consumers perceive products, brands and advertisements below the surface level.
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
Is Technology Removing the ‘Care’ from Healthcare?MSL
The document discusses a roundtable report on the implications of the Topol Review for the pharmaceutical industry. The Topol Review explored how to support digital healthcare technologies in the NHS. The roundtable addressed questions about ensuring personal care in a digital environment, bridging digital divides, and benefits of technologies like genomics and AI. Key points discussed included the need for patients to be partners, addressing skills and access issues, and the industry needing to adapt to remain relevant in a changing healthcare system focused on personalized care.
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, United Kingdom and the United States.
Powered by AI: Communications and Marketing in the Algorithm AgeMSL
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, UK and US. We partnered with our colleagues at sister agency Publicis.Sapient who are experts in counselling companies and brands on the AI revolution.
A look inside the endless debate between traditional and digital media.
For more information write to Joshua Gardner, Vice President & North American Lead, Global Energy Practice, MSL | joshua.gardner@mslgroup.com
SCOTUS Launches New Economy with Legalized Sports BettingMSL
In a 6-3 decision in the case Murphy vs. National Collegiate Athletic Association, SCOTUS ruled that because Congress exceeded its constitutional authority when it passed PAPSA. In essence, Congress tried to prohibit state legislatures from repealing their existing statues that outlawed sports betting. Under a line of Supreme Court precedent known as the anti-commandeering doctrine, federal efforts to coerce states into enforcing federal law are unconstitutional violations of the Tenth Amendment.
To say this is just the beginning would be cliché, but what SCOTUS has wrought with its decision will have lasting consequences that go far beyond sports betting.
Our current consumption patterns are stretched to breaking point. Few would argue the need to fix our systems. It’s how to manage an economically viable and just transition that is making heads ache.
[Salterbaxter Directions] Moving The Goal PostsMSL
Is your business goal-ready to move beyond 2020? Explore a new generation of emerging sustainability goals that are unlocking business returns and driving transformational change.
The food market will experience rapid evolution in 2018, according to sector experts at MSL. A broad array of technological innovations will make it easier to acquire and consume foods and beverages tailored to our specific food needs, speeds and philosophies.
These insights emerge from the MSL’s annual analysis of top food trends compiled by its highly specialized food marketing and PR team, appearing as a shareable infographic. In recent years the agency’s forecast has been viewed more than 100,000 times. Past forecasts have spotted the emergence of major marketplace successes, including turmeric, coconut, ugly produce, food waste reduction and coffee as an ingredient.
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
The document discusses how the PR industry needs to change and adapt to a second technology revolution driven by emerging technologies like artificial intelligence, augmented and virtual reality, and big data analytics. It argues that these technologies are augmenting influence by providing more data-based insights, amplifying emotional resonance through immersive experiences, and using artificial intelligence to automate and adapt interactions. This will disrupt traditional media and influence, requiring PR practitioners to develop new skills in data, technology, and storytelling to help clients navigate this changing landscape.
[Salterbaxter Directions] Human Rights - The Time is NowMSL
Is your business up to speed on the risks and opportunities of human rights issues?
Learn from the early adopters of the UN Guiding Principles Reporting Framework and get ahead of the game.
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
News in the Times of Digital - Indian Media TrendsMSL
The way India consumes news is changing in this digital age. 20:20 MSL's media trends infographic assesses Print v/s Online media consumption and how communications professionals can choose the right media mix through a structured approach.
Connect with our insights experts or share your feedback with us on Twitter @2020MSL and @msl_group.
To supplement Qorvis MSLGROUP's Guide to the Trump Administration, we have created a set of appendencies highlighting expected cabinet and staff appointments as of 12/1/2016.
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionMSL
Public affairs and policy experts from Qorvis MSLGROUP have compiled an extensive election coverage and analysis of how the new U.S. President and Congress will move forward after one of the most bitter campaigns in American history.
For more updates, follow @qorvis or reach out to us on Twitter @msl_group.
Each year, Directions takes an in-depth look at an area of sustainability and communications. This time, we’re delving into the quite sizeable gap that still exists between business and society. It’s not the void that interests us so much as the question of how it can be shrunk.
How do we move from just minding the gap to actually mending the gap?
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
This document provides an overview of key people in Donald Trump's administration, including family members and advisors. It outlines biographies of Melania Trump, Ivanka Trump, Jared Kushner, Donald Trump Jr., Eric Trump, and Tiffany Trump. It also profiles powerful advisors and supporters such as Mike Pence, Reince Priebus, Steve Bannon, Newt Gingrich, Rudy Giuliani, Jeff Sessions, and Mike Huckabee. The document groups the individuals and provides affiliations for each to help understand the relationships that may influence the Trump administration.
The ICCO Global Summit which took place in Oxford, UK, from 29-30 September, 2016 offered two days of great conversations with colleagues coming from all over the world. MSLGROUP's SVP & Chief Strategy Officer, Pascal Beucler was invited to discuss why Branded Content and Entertainment are a new boundary, and a sweet spot to hit for PR professionals.
Based on Pascal's experience last June at the Cannes Lions International Festival of Creativity, as a juror in the newly created Entertainment Jury: this has been a week-long fantastic experience, evaluating how talent and ample narrative formats can elevate content into the cultural mainstream.
Navigating a Changing Energy Landscape - ON Energy Report Sept 2016MSL
The energy world is familiar with change, but even for such a dynamic industry 2016 has already seen some rapid developments.
In this issue of the ON Energy Report, we have reflected on some of the areas of uncertainty that have characterised the global energy industry so far this year, and discussed where we have seen clients using communications to manage their corporate positioning and prepare accordingly.
For future updates, please contact Nick Bastin, Partner, CNC and Head of MSLGROUP’s EMEA Energy Practice at nick.bastin@cnc-communications.com.
Do share your queries/feedback with our team at @CNC_comms or reach out to us on twitter @msl_group.
From energy to financial services and the digital world, in this issue of Insights Brussels - a regular update on key EU policy developments our public affairs experts provide an update on the most relevant legislative initiatives in the pipeline. We remain available to support organisations in understanding and navigating the Brussels arena and the interplay with relevant national policy landscapes.
For real-time updates, follow @MSL_Brussels or reach out to us on Twitter @msl_group.
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...grouphirani24
Structural engineering forms the bedrock of resilient communities, especially in the face of natural disasters and unforeseen crises. At Hirani Group, our commitment to excellence in structural engineering services is rooted in the belief that robust infrastructure is fundamental to disaster preparedness and long-term resilience. Our team of dedicated professionals specializes in both residential and commercial structural engineering services, ensuring that every project is fortified against potential hazards and stands the test of time. In today’s unpredictable world, the role of structural engineering in disaster preparedness cannot be overstated.
The Business Process Model and Notation (BPMN) is the OMG industry standard for defining and orchestrating the flow of activities comprising end-to-end business processes. This live event will showcase the iterative creation and seamless exchange of BPMN models among different tools, highlighting the interoperability and sophistication of current BPMN technology. This showcase is an invaluable opportunity for professionals in the field to witness firsthand the advanced functionalities and collaborative potential of BPMN tools. Join us for an insightful exhibition of the latest advancements in business process management.
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Philip M Caputo
As explained by Philip M Caputo, Tom's River New Jersey, is rapidly emerging as a vibrant hub of innovation and entrepreneurship. With its strategic location, supportive community, and rich history of resilience, this town is transforming into a beacon for entrepreneurial endeavors. Toms River fosters a dynamic environment where ideas flourish, and businesses thrive, from tech startups to creative enterprises.
The Matatag Curriculum of the Philippines for the School Year 2024-2025
The Matatag Curriculum is designed to strengthen and enhance the educational system in the Philippines, aiming to address existing challenges and better prepare students for the future. "Matatag" means "strong" or "resilient" in Filipino, reflecting the curriculum's focus on building a solid and adaptable foundation for students.
The curriculum is structured for elementary (Grades 1-6), junior high (Grades 7-10), and senior high school (Grades 11-12) levels, with a focus on foundational skills, specialized tracks, and real-world learning experiences. Overseen by the Department of Education (DepEd), the Matatag Curriculum aims to improve academic performance, equip students with 21st-century skills, and foster responsible citizenship.
The Matatag Curriculum of the Philippines for the School Year 2024-2025 focuses on strengthening and enhancing the educational system with the following key features:
Holistic Development: Addresses intellectual, emotional, social, and physical growth.
Learner-Centered Approach: Promotes active learning, critical thinking, and problem-solving skills.
Revised Content and Competencies: Updates subject matter to align with global standards.
Technology Integration: Incorporates digital literacy and technology in education.
Sustainability and Global Citizenship: Introduces environmental sustainability and responsible citizenship concepts.
Indigenous Knowledge and Culture: Integrates and respects indigenous practices.
Teacher Training and Development: Provides continuous professional development for educators.
Assessment and Evaluation: Utilizes various assessment methods to measure student progress.
Organisational success today hinges on effectively understanding and responding to customer needs across diverse segments with varying expectations and preferences. Indeed, with consumers becoming increasingly demanding, it is more important than ever to prioritise customer experience excellence at every touchpoint.
Ensuring exceptional customer experiences at every level of your organisation is crucial. While customer needs might be different, you must build deep customer experience skills and knowledge to accurately identify, address, and enhance the various grey areas in your customer value journey.
Failing to do this can lead to customer attrition and lost opportunities. A few key considerations can ensure your organisation is on the right track to deliver outstanding experiences.
In this deck, you'll learn the secrets to improving your organisation's customer experience.
You'll also learn:
• How you can measure Customer Experience
• What is means to manage your Customer Experience (CX) and the key components for effective implementation
• Tested strategies to elevate your Customer Experience
• And lastly, the difference between Customer Experience and Customer Service.
1. **Team Strength**:
- Seasoned discoverers with mineral finds of >$1Bn (silver), >42Mozs (gold), >12Blbs (copper)
- $8.75M recently raised for aggressive exploration
- 30% management ownership aligns interests
2. **High-Grade Discovery**:
- 2021 re-discovery: 75Moz at 980g/t AgEq (silver-zinc-lead)
- Objective: Prove continuity between high-grade discovery and existing gold-silver mine
- Potential for a gigantic, continuous deposit
3. **Proven Production Area**:
- Site of one of Alaska's first open-pit gold mines
- Existing 43-101 resource: ~500,000 oz AuEq, mostly indicated
4. **Carbonate Replacement Deposit (CRD) Advantages**:
- High grades, low mining costs
- Metallurgically simple, minimal environmental impact
- Strategic metals (Zn, Ga) could expedite permitting
5. **Massive Potential**:
- Two polymetallic deposits potentially linked
- Extensive mineralization corridor to be confirmed by drilling
Key Takeaway: High-grade discovery with potential for a giant, continuous CRD deposit, backed by a proven team and existing resources in a mining-friendly jurisdiction.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions. 𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢2024 GROUNDBREAKING CEREMONY OF SK LEAVEO PLANT
➢2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢2024 CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
➢ Daewon Pharm Year End Party
➢ Giant Lantern Festival in Ha Noi with Gamuda Land
➢ Light Festival 2019 in HCMC with Phu My Hung Corp
(etc)
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1. THE ART AND SCIENCE
OF INFLUENCE
A NEUROSCIENCE EXPERIMENT
SHEDS NEW LIGHT
2. TABLEOFCONTENTS
4WHAT NEUROSCIENCE
TELLS US ABOUT THE
POWER OF PR AND
EARNED CONTENT
Explaining the setup and science
of a revolutionary experiment that
studies consumers’ neurological
reactions as they view content and,
subsequently, the precise impact all
forms of content have on them
6THE RESULTS: HOW
CONTENT PERFORMS
From awareness to intent to purchase,
this in-depth study reveals precisely
how and why earned content
bests all other forms, with a specific
look at the effectiveness of MSL’s
ECUs (earned content units)
3
INTRODUCTION
A joint initiative conducted by MSL
and SPARK Neuro gives PR pros
true cause for excitement. Includes
exclusive comments from MSL global
CEO Guillaume Herbette about
impact and influence
9THE ROLE OF
NEUROSCIENCE IN
UNDERSTANDING
EMOTIONAL VERSUS
RATIONAL DECISIONS
How communicators can help
brands strengthen the imperfect
relationship between art and
science and, in the process, win
over consumers’ hearts and minds
3. INTRODUCTION PR-DRIVEN MEDIA:
HERO OF THE DAY
Every brand is a media company now. This message
has undoubtedly been instilled in every communications
and marketing professional. And what it means is that
every brand must create content – lots of it on various
platforms – if they want to influence consumers.
This is a very exciting reality for PR pros as it increases
the value of the services they are particularly expert in
delivering for those they counsel. PR-driven content, such
as earned articles and brand videos, is increasingly proving
to have the highest impact on consumers – at all stages of
their journey, from increasing their affinity for brands (also
known as “brand lift”) to the actual purchase of products.
MSL has particular cause for enthusiasm, too. Last year, the
firm introduced ECUs (earned content units) as part of its
Conversation2Commerce initiative. Though ECUs occupy
the same space as banner ads, they feature headlines
from earned content instead of regular product ads. This
hybrid between digital ads and earned content delivered
significantly more cognitive attention. In turn, the content
stayed in memory longer, brand affinity was improved, and
increased action was encouraged.
Of course, in an ROI-driven world, tangible proof is always
sought as to PR’s real-world impact. In this case, the pre-
vailing query is: How do you know your content is having
that ultimate impact on consumers? Surveys and focus
groups have long been used to make such determinations,
but the answers provided are often limited. But where
those traditional paths fall short, neuroscience is revealing.
Thanks to a recent experiment conducted by MSL in
partnership with SPARK Neuro, what was once only
subjective – how much people are engaged with content
and their emotional experience with it – can now be
directly quantified by reading brain activity and other
neurological responses.
On succeeding pages, you’ll hear from SPARK Neuro
founder and CEO Spencer Gerrol, who will explain
how this revolutionary research enables us to see how
consumers are impacted by content – both consciously
and subconsciously – in ways never before possible.
This includes study of brain-cell activity, sweaty palms,
eye tracking, and facial expressions – all of which were
linked to direct consumer activity. The end result: the
real-world impact of all types of content – banner ads,
TV ads, brand videos, feature articles, even movie
trailers – can now be scientifically proven.
And the best news for PR: by proving that earned media
is the hero of the day for eliciting emotions and driving
sales, neuroscience is further validating the discipline’s
increasing role in boosting brands’ bottom lines.
FROM MSL
As a global public relations and
integrated communications partner
to our clients, MSL is committed
to building influence and
delivering impact.
Influence is where our industry is
headed, but impact is where we
look to grow the tangible value we
bring to clients. By taking a holistic
approach and looking beyond the
boundaries of the traditional PR
industry, we are developing both
influence and impact in new and
exciting ways through the use of
sophisticated data, analytics, and
our new Conversation2Commerce
platform.
Our sponsorship of this experiment
is intended to uncover new learning
about the rise in influence and how
it can be used in smarter and new
strategic ways for communicators
and marketers.
Guillaume Herbette
Global CEO, MSL
3
4. 4
PRINT, ONLINE PUBLICATIONS, social media, television, and digital
ads – to name a few – all form part of an overarching marketing
strategy. However, specific details on how each form of content
affects consumers remain somewhat of an enigma.
MSL, Publicis Groupe’s strategic communications division and one
of the world’s largest PR companies, partnered with SPARK Neuro
to learn how the brain engages with and reacts to different forms of
content. MSL has a passion for helping brands better use the levers
of influence to deliver a new level of meaningful, measurable impact.
The key to this experiment’s success is the application of neuroscience
methods. Asking people to evaluate how they feel about each type of
content would yield little in the way of meaningful results. Scanning
for their actual neurological state, including brain activity and nervous-
system activation, is far more reliable.
In April 2017, millennial women were recruited to browse a controlled
set of online content while hooked up to our series of neurometric
and biometric devices.
THE SETUP
Experiment participants independently browsed Refinery29, as well
as a competitor site. During research, the women were exposed to
digital banner ads, earned articles, and brand videos that were pro-
fessionally produced instructional films featuring specific products.
WHAT NEUROSCIENCE TELLS
US ABOUT THE POWER OF
PR AND EARNED CONTENT
By Spencer Gerrol, CEO and Founder, SPARK Neuro
A new type of content was also
put to the test. MSL, as part of
its Conversation2Commerce
(C2C) initiative, developed
a hybrid between digital
advertising and earned content,
known as earned content units
(ECUs). While occupying the
same space as banner ads,
ECUs are styled differently.
They feature headlines from
earned content instead of
regular product ads.
All content within the
experiment fit into the health
and beauty category. All
participants were recruited for
their interest in beauty content.
Participants were only asked to
browse content of interest. They
were not made aware of what
was being studied so as not to
bias their interactions.
While the site content was
naturalistically presented and
5. PERCEPTION AND ACTION
To further understand the impact of these various content forms, we
also measured for the effects on branding and buying through pre-
and post-exposure surveys. Unlike traditional surveys, however, our
unique method captures the subconscious decision-making process.
By measuring changes to reaction times, as well as minor movements
of the mouse trajectory (angle of attack), we gain insight into the
implicit process of how decisions are made.
These measures provide a much more accurate view of the range of
consumer responses – be it confidence, hesitance, or ambivalence.
Brand lift. We gave an implicit brand lift survey both before and after
the participants were exposed to content. We measured the extent
to which people had an affinity for each brand and, moreover, if their
“brand love” increased based on exposure to content.
Purchase intent. We measured how content affected people’s
desires to purchase products, again utilizing measures of sub-
conscious decision-making in addition to their conscious choice.
Purchase behavior. To further strengthen the findings beyond
purchase “intent,” participants were given monetary compensation
that could be used in a web store at the study’s end. We tracked
which products people actually bought so as to compare with
biometric measures collected from brain and body activity.
5
subjects decided what to spend time
on, content was also tightly controlled
to ensure a repeatable experimental
design. Select ads and content were
presented in random order to eliminate
the biases of order effects.
THE SCIENCE
While perusing the site, participants
were hooked up to these sensors:
Electroencephalography (EEG).
Brain cells communicate by releasing
chemicals (neurotransmitters) and
electricity. These electrical impulses
are measured on the scalp via highly
sensitive electrodes within milliseconds
of those brain cells becoming active.
This neural activity reflects attention
and emotional processing, providing a
measure of message resonance. While
the most complex to analyze, this data
is the richest source of information on
attention and emotion.
Galvanic Skin Response (GSR).
Surely, you’ve noticed that your palms
sweat with heightened emotions,
whether fear or joy. While you only
notice this in more extreme situations,
it is happening at varying levels all day
every day. When a person is excited,
their nervous system becomes highly
activated and causes pores to open.
These pores release sweat, which
allows the GSR device to measure
electrical conductance on the hands,
a measure of emotional arousal.
Eye Tracking. Visual engagement is
tracked through eye movements and
analysis of visual patterns by meas-
uring saccades (rapid eye movements)
and fixations. Eye tracking tells us
exactly where people are looking
within millimeter accuracy. This offers
a precise view of how people visually
attend to different content, including
how quickly the stimulus draws
attention, for how long, and how often.
Micro-Facial Expression Encoding.
Every grin and pout provides further
evidence of what a person is feeling.
A camera detects tiny movements in
facial muscles and translates these
nonverbal cues into meaningful data.
While facial expressions are less
common while consuming online
content, they add one more layer to
strengthen the overall data.
BY M E ASU RING CHANG E S
TO RE AC TION TIM E S , WE
GAIN IN SIG HT INTO TH E
IM PLICIT PROCE SS OF HOW
DECISION S ARE MADE
Brain actiivity, skin response, eye movement, and facial expression were all
studied to gain unprecedented insight into content’s impact on consumers
6. Moreover, brightly colored ads were
looked at for 50% longer than duller
colors. Again, we are evolutionarily
adapted to notice bright colors
before less saturated colors.
Both faces with bright colors
in conjunction had a multiplying
effect, getting about twice as
much visual attention as dull colors
with no faces.
HOW DO MSL’s EARNED
CONTENT UNITS COMPARE?
MSL’s ECUs are an advertising/
PR hybrid that takes the value
of cost effective banner ads, but
simplifies the visual design and uses
earned content headings instead of
typical ad messaging. The theory
is that if an article is written about
a product, the press is good, but
it has a shelf life in our 24-hour
news cycle (or event faster these
days). By advertising the articles
across the web, especially alongside
contextually relevant content, the
earned news story becomes more
evergreen.
But does it work? Typical banner
ads are highly designed and, frankly,
more visually appealing. MSL
argues that ECUs’ lack of design is
purposeful, but does this put them
at a disadvantage?
THIS STUDY UTILIZED the most
advanced metrics to shed light on
the details of how people consume
different types of content, including
how it engaged their attention and
emotions and how this translated
into real-world purchasing decisions.
One of the first types of content
we evaluated were banner ads that
sat to the right side of the page
content. These ads are notorious in
the research community for “banner
blindness.” In other words, people
often don’t even notice them since
their main task and motivation is to
look at the content of interest while
avoiding ads.
Eye tracking confirmed that 96% of
the time people stayed focused on
page content, looking at the banner
ads only about 4% of the time. While
minimal, 0.4 seconds out of every
10 is better than nothing, especially
given the low cost of banner ads.
When banner ads appeared, they
tended to attract a quick glance,
for about 0.1 seconds. That’s
because our eyes are attracted to
movement. In fact, human beings
have evolved to sense motion/
change faster than any other visual
attribute. The appearance of an ad is
enough to instinctually yield a single
saccade (rapid eye movement).
After that initial glance, people
decide, not necessarily consciously,
to look away or to take another
peek. If the ad looks relevant, they
may spend a bit more time on it.
However, not all banner ads are
created equal. For example, ads
with images of faces were viewed
23% longer than ads without faces.
Why? Human beings are pro-
grammed to look at faces, especially
eyes. This begins nearly from birth,
developing as early as within the
first couple neonatal weeks.
THE RESULTS:
HOW CONTENT
PERFORMS
6
7. it increases the chances of storing
content in memory, improving
affinity, and encouraging action.
HOW DO ARTICLES
AND ONLINE BRAND
VIDEOS PERFORM?
Looking at cognitive response as
recorded by brain activity, we saw
an interesting effect.
For context, let’s start with a few
comparison points. After testing
hundreds of TV ads with our brain-
wave technology, SPARK Neuro
measured the average ad attention
at 3.8 out of 10. While some ads
score higher (9.2 is the best we have
measured), the average TV ad does
not foster heightened attention.
Meanwhile, movie trailers on
average score 5.6 for attention,
almost 50% higher than the average
ad. Why? Trailers are typically highly
produced. Moreover, people watch
them by choice, as opposed to
ads, which people prefer to ignore
(unless they are really good).
With those benchmarks in
mind, how do articles featuring
products compare? Attention for
articles scored 4.7 on average.
That is significantly better than
the average TV ad, though not
quite up to standards of movie
trailers. Unlike ads (and more
like movie trailers), people choose
to read articles. That choice
fosters more deliberate and intent
engagement.
We also measured a particular
type of video commonly used in
PR – branded instructional videos.
These videos feature products,
such as Refinery29 videos teaching
people how to artfully apply
different types of makeup while
highlighting a specific makeup
brand. Branded videos scored 5.3
with the intended audience. That
score is better than TV ads and
articles, and it even approaches
movie-trailer status.
TRANSLATING
TO BRAND LOVE
We know that attention was lowest
for banner ads, better for articles,
and better yet for branded videos.
But how does that translate to brand
lift? Experiment participants were
asked to rate each brand before and
after the study.
Digital ads only contributed a
1.4% brand lift. Articles increased
brand affinity 1.6%, which, although
slight, was still a statistically sig-
nificant difference compared to
Perhaps surprisingly, the data
showed a clear and significant
advantage for ECUs. In fact,
eye tracking results demonstrated
that participants looked at ECUs for
twice as long as traditional banner
ads (0.8 seconds vs. 0.4 seconds).
Why is that? The unique visual style
that emphasizes a more minimalist
approach drew attention because
of its simplicity. It also retained
attention due to an absence of too
many distracting visual elements.
Moreover, think about the context
of the situation. People are on a site
reading articles about fashion and,
lo and behold, the “ad” is also
featuring another article about
fashion. The idea of featuring articles
next to other articles feels a lot
more like native, unobtrusive, and
valuable content compared to
most ads that are, frankly, seen
as a distraction. This advantage
proved highly beneficial.
In fact, the benefit of the ECU
goes beyond visual attention. The
challenge with eye tracking alone is
that sometimes your eyes look
at something, but the gears in your
brain don’t turn. In other words, your
eyes can be instinctually attracted
to something, but that does not
necessarily mean the content
registered in your brain.
Using EEG (electroencepha-
lography), we were able to look
beyond visual attention and into
cognitive attention. For the same
amount of looking time, ECUs
showed 16% more cognitive
attention. Considering ECUs
were looked at twice as long,
that’s 32% more brain processing.
When your brain is more engaged,
The idea of featuring articles next to other articles feels a lot less obtrusive than
banner ads to most content viewers - another nod to the impact of earned content
7
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DATA SHOWE D A SIG NIFICANT
ADVANTAG E FOR ECUs, AS
PARTICIPANTS LOOKE D AT
TH E M FOR T WICE AS LONG AS
TR ADITIONAL BAN N E R ADS
BANNER AD
8. digital ads. Brand videos did an even
better job of reinforcing brand love,
promoting a 3.6% brand lift. These
trends correlate perfectly with the
biometric data.
TRANSLATING
TO ACTION
While increases in brand affinity
are nice, the end goal is often sales.
Measuring for purchase intent, we
observed that digital banner ads
set the baseline at 13%, not much
greater than purchase intent for
no ad at all.
Brand videos doubled the purchase
intent compared to digital ads,
achieving 26%.
Meanwhile earned articles increased
purchase intent to 45%. That’s 3.5
times more than digital ads.
How could it be that articles
performed so much better for
purchase intent whereas videos
performed better for brand lift?
Interestingly, the instructional
videos featured the brands more
subtly, with the main emphasis
being on topics such as how
to apply makeup. This subtle
and elegant featuring of brands
allowed them to seep into people’s
subconscious, affecting how they
feel about the brand or product.
On the other hand, articles
had different advantages. First,
they were more direct about how
they featured products, linking
more clearly with purchasing
choices. Second, the nature of an
article is considered more serious
and more credible; news is looked
at through a different lens than
other brand content.
Despite these clear and consis-
tent results, we still need to
determine how this all translates
to the real world. The challenge
with purchase intent is that it is
just that — intent. The metric,
while meaningful (and even more
accurate because of our unique
way of measuring the subconscious
decision-making influence), does
not necessarily equate to products
flying off shelves.
In order to track something closer
to actual purchases, we set up a
web store and asked participants to
go shopping. They were provided
compensation for the study and
could use some of that money to
buy products that were then mailed
to them after the session.
Fourteen percent of the items
purchased were “foils,” meaning
they were not promoted in any
way during the study. This 14%
sets a baseline from which we
can track improvements due
to content exposure.
Eighteen percent of items pur-
chased were shown in digital
banner ads, a small 4% lift from
no advertisement at all.
Meanwhile, 27% of the products
purchased were featured in brand
videos, a major lift over digital ads
and consistent with the purchase
intent metric.
Topping the chart, earned articles
contributed to 42% of purchases –
again consistent with our unique,
implicit method for tracking
purchase intent.
Needless to say, earned content
has a significant effect and is the
hero of the day.
CONCLUSION: WHAT DO
THESE RESULTS MEAN?
In the social and digital environment
in which people engage today,
earned media and other PR types of
content appear to play a critical role
in both attention and engagement.
Ultimately, while we see clear trends
from one content type to another,
the true value is influenced by the
quality of the content. You can make
a stellar video or a boring one. The
same applies across the board, in-
cluding various forms of PR content.
The most important step goes back
to how we optimize the creative,
encourage risks, and stand out from
the pack. Neuroscience methods
and learnings augment our capa-
bility to measure and optimize
each piece of content.
8
9. THE RELATIONSHIP BETWEEN ART AND SCIENCE IS IMPERFECT. It’s a
constant tug of war. On one hand, a research-driven approach is the best
way to ensure decisions are made with the target audience in mind. On the
flip side, a brilliant storyteller has a uniquely honed intuition. An inspired
artist might not be able to back it up with numbers, but has a sense of when
something feels right.
I’m a scientist who specializes in studying human behavior and cognitive
psychology and then applying actionable research to decisions for
advertising and entertainment. On the topic of research versus creative, you
might reasonably expect that I side with the data scientists. Alas, I don’t.
My team at SPARK Neuro is composed largely of PhD neuroscientists and
some of the brightest minds plucked from academia to influence the real
world. After 15 years of conducting research, we keep seeing the same thing.
To be clear, it’s the format and usage of traditional research that gives me
pause. “Self-report” studies, such as surveys and focus groups, suffer from
many biases – group think (“What he said!”), social-desirability bias (“Don’t
judge me.”), and experimenter bias (“That’s what you wanted to hear,
right?”). Moreover, trying to describe
how we feel forces us to rationalize
a response. Inevitably, the narratives
that we invent leave something
deeper, more powerful, and in-
herently more “true” still hidden.
The challenge is that emotion is
largely a subconscious process. It’s
not something of which we are
constantly or consciously aware.
As such, we can’t expect people
to report on emotion accurately.
Why do you think it takes years of
therapy to figure out how you feel
about your mother?
MARKETING’s HOLY GRAIL:
ATTENTION AND EMOTION
A tree falls in the woods. No one is
there to hear it. Did it make a sound?
The age-old adage teaches us an
important lesson about marketing.
Your content is presented, but
people tune it out. Did your content
exist? Of course it did, but with-
out attracting attention it simply
doesn’t register.
Here’s another riddle: What do you
always have, only sometimes notice,
and have a hard time talking about?
Answer: Emotion. As discussed,
emotion, by nature, is part of a
THE ROLE OF
NEUROSCIENCE
IN UNDERSTANDING
EMOTIONAL VERSUS
RATIONAL DECISIONS
By Spencer Gerrol, CEO and Founder of Spark Neuro
9
10. subconscious process. It is constantly pushing and pulling us despite the
fact we aren’t always aware of it and often struggle to articulate it.
Attention and emotion are the Holy Grail in marketing. If people are not
tuned in to your message, it won’t register; and if your content doesn’t
make people feel something, it will have a limited effect.
However, attention and emotion are among the hardest things to measure.
Attention is often measured by clicks, impressions, page views, and
television ratings – but these methods have their weaknesses. Just because
an ad displayed or aired does not mean people noticed it; and even if they
did glance at it, that does not mean they paid attention to the message.
Emotion is measured even more subjectively. We simply ask people about
their feelings, beliefs, and attitudes. People aren’t continuously aware of
how emotions affect everything they do. Introspection is hard, even more
difficult to articulate, and surveys aren’t conducive to getting either deep
or specific-enough answers.
Furthermore, if we are to understand how to employ emotion, we first must
unravel how it all works.
REASON, EMOTION, AND DECISION-MAKING
Here’s a choice for you. In my left hand, I have a banana. In my right hand, I
have a chocolate bar. You can only choose one. Which option would be the
more emotional choice? Which would be the more rational one?
We are trained to think that rational decisions are better and emotional
decisions are more destructive. Science disagrees, however.
In fact, I would argue that the artificial bifurcation of reason and feeling is
damaging to how we understand humanity. As such, this misconception of
“rational decisions” is adverse to how we practice marketing.
In 1994, Antonio Damasio, an acclaimed neuroscientist and professor,
published the seminal work that refutes this dichotomy between emotion
and reason. His book, Descartes’ Error: Emotion, Reason, and the Human
Brain, introduces a new theory.
In this book, Damasio, through a series of mind-bending case studies,
poses that there is no such thing as a decision without emotion. That’s
worth repeating. It is not humanly possible to make a decision or take
an action without a significant emotional influence. It is not realistic to
believe a person can fully process the variables of a choice consciously
and then come to a conclusion. Cognitive processes such as working
memory would become overloaded by all the potential outcomes and
we would simply freeze.
Instead, our brain takes a shortcut. We feel something. As conditioned by
the combination of life experience and human evolution, if you see a certain
stimulus, your heart rate increases, your palms begin to sweat, you start
breathing faster, your muscles contract, and your eyebrows furrow. This
response is converted to emotion in your brain, which tells you something
about the situation in front of you. You then decide to pursue or avoid a
course of action. This decision shortcut is what you call your “gut.”
René Descartes, a 17th
century French philosopher, mathematician, and
scientist, famously said, “Cogito ergo sum.” Translation: “I think, therefore
I am.” The error, according to Damasio, is that your feelings, not just
cognition, play a critical role in the ability to make clear, rational decisions.
Perhaps it should be: “I feel, therefore I am.”
10
11. Since we can’t make decisions or take an action without the presence
of emotion, marketers need a better way to measure emotion. But if
we can’t rely on surveys and focus groups to help us dissect emotion,
what can we do?
RESEARCH 2.0: ENTER NEUROSCIENCE
We have acknowledged that the flaws with self-reported data are limiting;
asking people to articulate what is buried in the subconscious creates
unavoidable biases. We also reviewed how emotion is critical to changing
perceptions and behaviors and that without “qualitative” data we are
missing something important.
Qualitative, however, does not have to mean subjective. Enter neuroscience.
Neuroscience involves studying the brain and nervous system and holds the
key to more accurately measuring attention and emotion. Unfortunately, like
most cutting-edge research, neuroscience methods are often confined to
academia and don’t make their way into practical application. SPARK Neuro
exists to create real-world solutions with the scientific methods that are
otherwise stuck in the “ivory tower.”
Instead of asking people, we go right to the source, reading brain activity
and other neurological responses to quantify what is otherwise subjective
— to what degree people are engaged in content, their emotional
experience, and how that translates into decisions.
We use EEG (Electroencephalography) to measure brain activity, GSR
(Galvanic Skin Response) to measure skin conductance, Eye Tracking to
quantify visual attention, as well as computerized Micro-Facial Expression
Encoding to capture every smile and smirk. This combination of biometric
signals gives us deep insights into the Holy Grail — is content captivating
people? How much? And exactly when (down to the second)?
Our metrics, which are processed through complex algorithms that make
sense of thousands of data points per second, have been shown to predict
marketing effectiveness. Higher scores correlate with more sharing and
liking in social media, improved brand affinity, and increased purchase
intent. In other words, when people’s attention is captivated and when their
emotions are stirred, they like brands more and are more likely to buy.
A DIFFERENT RESULT
One of the common complaints about traditional research is that it can
often water down creativity because with surveys and focus groups people
often object to things that violate their expectations. Why is neurometric
research different? When reading how someone’s brain and body responds,
we emphasize different measures of success.
We look for peaks in attention, which are often caused by the unexpected.
A dramatic pause, a surprising twist, and a mystery waiting to be uncovered
are all examples of elements that raise attention. Human beings are
attracted to things that are different, causing increased focus.
We also look for peaks in emotional intensity. A dramatic story with a mix
of positive and negative emotions causes increased engagement. For
example, fear followed quickly by relief and then love creates an emotional
rollercoaster that causes us to focus even harder and remember even more.
Regardless of the medium, it has been proven time and time again
that the most effective marketing messages are those that evoke strong
emotions, surprise you, and seamlessly integrate with the brand.
11
Spencer Gerrol spends every
waking moment thinking about
the intersection of art and science.
As CEO of SPARK Neuro, he leads
an applied neuroscience company
that studies how people think, feel,
decide, and act.
The complexities of how humans
attend to information and experi-
ence emotion push and pull us,
altering our perceptions and in-
fluencing our behaviors. But when
it comes to understanding these
forces, Gerrol notes that traditional
research methods don’t cut it.
As such, SPARK Neuro doesn’t
just rely on what people have to
say. Instead, it bypasses biased
responses by measuring brain
and nervous system activity.
A sought-after speaker, Gerrol
has presented at Google, TED, the
Pentagon, the United Nations, the
White House, and Cannes Lions.
Additionally, Gerrol was honored
at the White House for founding
one of the top 100 companies
started by young entrepreneurs
and was named a Global Shaper
by the World Economic Forum.
Having worked with many top
global brands and film studios,
Gerrol specializes in how to make
advertising and entertainment
truly affect people. His academic
background in the burgeoning
field of Human Factors – the
study of cognitive psychology
and human behavior research as
applied to technology and design
– enables Gerrol to illuminate
opportunities to influence human
behavior through marketing.
SPENCER
GERROL