The brain eats chocolate (biometric research practice in FMCG)

I conducted a study of reactions of consumers to chocolate products. . The study included the measurement of the brain's response to the application and consumption of chocolate. The study took place in three batches, each sample comprising administration of the four chocolates. The measurement was carried out the reaction using the mobile EEG.

The only relationship that should be considered proven is becoming weaker brain response to the consumption of the following pieces of chocolate. This thesis was confirmed in all studies, both in women 18-30 years olds, as well as a group of men 30-60 years olds - in both these groups, the number of measurements can be drawn important conclusions. The figure was the response of the brain to the consumption of chocolate-in the natural order from left to right (from the first to the fourth piece of chocolate). At the level of 3-4 piece we note stabilization and unification of the respondent's response to consumption. The reaction of the brain on chocolate consumption is weakening all the time. The highest level of brain activation, regardless of the type of chocolate, the type of study whether the respondent was observed with administration of the first sample of chocolate.

There was no correlation between the declared loyalty (satisfaction) with consumption of a particular brand of chocolate and the actual response of the brain to the brand. Before the test, respondents were asked to specify your preferred brand of chocolate to be tested. During the study there were no links between the declaration and the actual response of the brain. Mismatch appeared both in the case of a blind test in which respondents could not visually identify consumed brands, as well as in the case of overt or explicit test of choice, during which the respondents themselves could decide the order of selection of chocolate samples. Studies have confirmed that the respondents did not recognize the taste (organoleptic) declared chocolate as a favorite (preferred).

Neural anchor pricing

There are many methods of determining the price of the product. If we assume that the price of the product is subjective and depends on the emotions of the buyer, when determining the price you can use the anchor price. Combining the concept of anchor pricing with the achievements of neuroscience research method you can create a named anchor neutral pricing.

The concept of anchor pricing is shown in the figure below.

When customer purchasing any goods at the we observe two dominant emotional reactions depend on the price of pain and joy of shopping promotions. Buying pain is associated with the need to release a certain amount of money to purchase goods . Buying pain increases with the price of the good - the higher the price , the pain is greater ( we have to spend more money). The second reaction is the joy of promotion - the lower the price , the joy of the acquisition of goods is higher. At a given price level the sum of these reactions is the lowest - the customer making a purchase is the lowest level of emotional arousal and this is done almost automatically . This price level is called the neural anchor price . Quotation is the most advantageous because of the customer experience and its habits of purchase .

The concept of a neutral anchor pricing is a powerful and perspective neuromarketing tool, possible to use in research practice . Advantages of the method :

• Test results possible for direct use in pricing strategy

• Identify the level of customer response processes under natural conditions of purchase

• Comparability of results of research in the market segment

• Possibility of hybrid test - integration " conventional " methods of testing with neural anchor pricing

Neuromarketing in the search for the ideal beauty

On Youtube a video with presentation of Daniel Yarosh  vice-president of Estée Lauder on the Neuromarketing World Forum 2014 was posted.

https://www.youtube.com/watch?v=QxkpIA0cxus&list=PLBA7DC8ED6DE81801&index=9

The presentation is devoted to the use of neuromarketing in the cosmetics industry. Speech is worth recommending. One of the speaker’s statements was "marketing is becoming more and more biological."

Leon Zurawicki: Neuromarketing: Exploring the Brain of the Consumer

On the wave of popularity of neuromarketing , a lot of books was created . Their level is different. Among the many books Leon Zurawicki’ publication Neuromarketing : Exploring the Brain of the Consumer is distinguished.

Leon Zurawicki is a professor of the University of Massachusetts, Boston , USA. His profession greatly influenced the level and content of the book. Scientific reliability meant that all the information given in the book can be checked and verified. The book is written in strict and clear language, each cited fact is supported by the data source or references to other publications. Bibliography of books is one of the most comprehensive publications in neuromarketing .

From many problems in the field of neuromarketing author chose and defined basic : decision-making process and its progress in the brain of the consumer. The author noted that the consumer is usually to choose one product or service from a whole set of assets with similar characteristics or properties. The main problem is thus the process of selecting one of the goods . This problem runs through all the book contents, and returns as the leading motive in the content of the passage or chapter. The selection process is presented as a multidimensional approach and is a leading theme in the measurement of biometric parameters , segmentation and positioning clients based on the principles of neuromarketing and implementation of concepts and tools of neuromarketing and biometrics in business practice .

One of the few reliable books on neuromarketing . Helpful .

(Unconventional) method of proof the Riemann hypothesis

The idea of ​​the method is associated with the concept of bioprocessor, published in one of the earlier post: The  human brain as bioprocessor. The concept is presented as structure of stages (points).

1. The acquisition of the outstanding mathematicians familiar with the Riemann hypothesis (Perelman? Kontsevich ?).
2. Monitoring mathematician’s brain during the experiment by multichannel EEG apparatus.
3. Presentation of a series of images (equations, charts, graphs - depending on personal preference mathematician) at subliminal speed.
4. Investigate the brain's response to a series of images with the identification of images that cause the strongest subconscious reactions.
5. Conscious analysis of selected images.

The method does not bring a direct solution, but will identify areas for further exploration, causing them to narrow.

The method can be of course used to solve other problems.

The human brain as bioprocessor

Despite of development the human brain remains a technology leader in information processing and modern computers in the foreseeable future not achieve comparable results . While the brain itself is characterized by enormous possibilities , with many of its input and output interfaces are very imperfect.

The figure shows a general scheme of the exchange of information between the environment and the brain . The data reach the brain through the senses , and the processed information is output via speech or text. We are aware of no more than 5-20 percent thought processes , 80-95 % of processed information remains in the realm of the subconscious .

I propose to use the brain as a data processing device ( bioprocessor, bioCPU ) . I postulate all processes carried out in the unconscious area. The highest throughput of data entry can be achieved through the sense of sight. Under the conditions of conscious processing , you can use the order of 24 Hz frequency . When processing data in subconscious area, it is possible to use higher frequencies (probably a few hundred hertz). The fastest output interface will be probably EEG device .

This scheme will achieve tremendous computing performance , exceeding several hundred efficiency of brain functioning in "normal" conditions. This will solve many problems , including math .

Dr. Pradeep's new book

A. K. Pradeep is a well-known popularizer of neuromarketingand founder of NeuroFocus. His previous book The Buying Brain: Secrets for Selling to the Subconscious Mind enjoyed great popularity and was also translated into Polish. Currently on the Amazon came the announcement of his latest book Mind Men: How Neuromarketing Advances are Transforming Advertising, which probably also will enjoyed popularity readers associated with neuromarketing.

http://www.amazon.com/Mind-Men-Neuromarketing-Transforming-Advertising/dp/1118639502/ref=sr_1_1?s=books&ie=UTF8&qid=1396881322&sr=1-1&keywords=pradeep