Neuromarketing Science & Business Association (NMSBA)

  • January 22, 2013 11:32 | Carla Nagel (Administrator)

    NeuroFocus, a subsidiary of US-based Nielsen Company, plans to set up several cutting-edge laboratories for neuro-scientific consumer testing in Thailand this year in order to help new clients in their product design, branding, advertising and in-store marketing.


    During a visit to Thailand last week, Kaushal Upadhyaya, client leader for Asia Pacific, Middle East and Africa at NeuroFocus, told The Nation that a few projects were to be signed with Nielsen's Thailand office in the next 10 days after discussions with potential clients.

    This had come as something of a surprise to the Thai unit, he said.

    https://www.youtube.com/watch?v=0Eov8sOIVpc

    "Our main focus is local Thai companies in media, telecommunication, FMCG [fast-moving consumer goods] and banking/financial services that want to develop their products and ensure they can execute the best communication connected to the right consumers," Upadhyaya said.

    Nielsen (Thailand) will provide lab space for each client at its offices on Silom Road, while the equipment will be imported from its regional centre in Singapore or from Nielsen's headquarters in the US.

    Under this advanced neuroscience marketing testing, the company will measure consumer attention, engagement and memory retention through brainwave, eye-tracking and skin conductance measurements, he said.

    For example, each sampler will be equipped with up to 64 sensors on their head to collect data 2,000 times a second directly from their brain, he said, stressing that the method could not collect thoughts from each participant.

    Moreover, neuro-scientific marketing testing on television commercials, packaging, print ads and shelf management can help indicate the level of success of new product design, or even a new advertising campaign, before a public launch, he added.

    The move is a key part of the expansion of NeuroFocus outside the US after Nielsen (Holdings) acquired 100 per cent of the California-based company in May 2011.

    Upadhyaya said the company had been eyeing business in Asia since the acquisition. It now operates labs in Japan, South Korea, China, India and Australia.

    He was in Malaysia prior to the Bangkok visit, and will meet potential clients and introduce the new service in the Philippines and Vietnam during the course of this week.

    Thailand's consumer confidence index is improving year on year, which provides an opportunity for research companies like NeuroFocus in the Kingdom, he said.

    Amid increasingly intense competition, companies require "the right consumer insights for developing the right products and right marketing campaigns to the right customers", he added.
  • January 13, 2013 11:31 | Carla Nagel (Administrator)

    Balanzó, Scamell-Katz and Ohme launch a neuroscience consultancy – Walnut Group. We know that the current industry-accepted approaches do not truly reflect the way the human brain processes and responds to information but, paradoxically, the industry-accepted approaches are rooted in outdated and largely discredited models of thinking that, despite producing startlingly poor results, have never been re-examined.


    Walnut Group thinks differently. Walnut’s consultants have the global experience, knowledge and academic discipline required to bring a holistic approach to brand growth through identification of actionable insights through neuroscience and consumer decision making processes. Our role is to use our understanding of the theory and practice of marketing to show how evidence-based creative development can boost sales and reduce costs.

    Balanzó, Scamell-Katz and Ohme are the core of Walnut Group. Cristina de Balanzó, Phd, Founder and The Main Nut, was previously Global Head of Neuroscience for TNS and before that was a strategic planner for McCann Erickson. Siemon Scamell-Katz, The Kernel, who previously founded shopper research group ID Magasin which was bought by TNS in 2006. He continues his role as Global Consulting Director for TNS Retail and Shopper. Rafal Ohme, Phd, The Nutcracker, a professor of psychology, pioneer of applied neuroscience and founder of two biometric companies. These three experts will be focused on helping brands to understand the emotional and subconscious aspects of consumer decision-making and to formulate strategies based on these.

    They offer solutions for communications and product testing, in-store & shopper marketing, brand identity development and workshops that will link all the different areas of brand interaction.

    The team of Walnut commented, “we are incredibly excited to be starting this new professional venture and we hope to be reinvigorating neuroscience research which we believe is the future of market research. We are looking forward to playing a key role in the consultancy and research world ensuring we deliver brand growth”.

    Walnut Group will be based in London, but it will operate globally:

    More information: www.walnut-group.com
  • January 10, 2013 08:53 | Anonymous

    The Neurotalent of the Year competition offers young ambitious students in the field of neuromarketing the opportunity to share their research. Please watch the submissions so far and vote for your favorite candidate: www.nmsba.com/neurotalent/submissions

  • January 04, 2013 11:30 | Carla Nagel (Administrator)

    Former Nielsen NeuroFocus MD for Europe Thom Noble has set up as an independent consultant with the establishment of a new firm, NeuroStrata, focusing on the application of neuromarketing and biosensory techniques.

    Thom NobleNoble (pictured) joined NeuroFocus in 2009, when the firm acquired brainwave measurement specialist Neuroco, which he and former Chairman Peter Laybourne had co-founded in 2003.

    Since then, he has led the introduction, development, and expansion of the Nielsen NeuroFocus business across Europe, launching and embedding consumer neuroscience marketing research techniques into multinational corporations across numerous sectors.

    In his new consultancy role, Noble will collaborate on ventures in the field of applied consumer neuroscience, eye tracking, facial decoding and other techniques to address specific client business questions and challenges. He will also advise clients on the relative merits of different techniques and vendors.

    Former Nielsen NeuroFocus MD for Europe Thom Noble has set up as an independent consultant with the establishment of a new firm, NeuroStrata, focusing on the application of neuromarketing and biosensory techniques.

    Thom NobleNoble (pictured) joined NeuroFocus in 2009, when the firm acquiredbrainwave measurement specialist Neuroco, which he and former Chairman Peter Laybourne had co-founded in 2003. 

    Since then, he has led the introduction, development, and expansion of theNielsen NeuroFocus business across Europe, launching and embedding consumer neuroscience marketing research techniques into multinational corporations across numerous sectors. 

    In his new consultancy role, Noble will collaborate on ventures in the field of applied consumer neuroscience, eye tracking, facial decoding and other techniques to address specific client business questions and challenges. He will also advise clients on the relative merits of different techniques and vendors.
    Former Nielsen NeuroFocus MD for Europe Thom Noble has set up as an independent consultant with the establishment of a new firm, NeuroStrata, focusing on the application of neuromarketing and biosensory techniques.

    Thom NobleNoble (pictured) joined NeuroFocus in 2009, when the firm acquiredbrainwave measurement specialist Neuroco, which he and former Chairman Peter Laybourne had co-founded in 2003. 

    Since then, he has led the introduction, development, and expansion of theNielsen NeuroFocus business across Europe, launching and embedding consumer neuroscience marketing research techniques into multinational corporations across numerous sectors. 

    In his new consultancy role, Noble will collaborate on ventures in the field of applied consumer neuroscience, eye tracking, facial decoding and other techniques to address specific client business questions and challenges. He will also advise clients on the relative merits of different techniques and vendors.
    Former Nielsen NeuroFocus MD for Europe Thom Noble has set up as an independent consultant with the establishment of a new firm, NeuroStrata, focusing on the application of neuromarketing and biosensory techniques.

    Thom NobleNoble (pictured) joined NeuroFocus in 2009, when the firm acquiredbrainwave measurement specialist Neuroco, which he and former Chairman Peter Laybourne had co-founded in 2003. 

    Since then, he has led the introduction, development, and expansion of theNielsen NeuroFocus business across Europe, launching and embedding consumer neuroscience marketing research techniques into multinational corporations across numerous sectors. 

    In his new consultancy role, Noble will collaborate on ventures in the field of applied consumer neuroscience, eye tracking, facial decoding and other techniques to address specific client business questions and challenges. He will also advise clients on the relative merits of different techniques and vendors.
  • January 03, 2013 11:29 | Carla Nagel (Administrator)

    The Australian Channel Seven has secured an exclusive contract with the research group Neuro-Insight. The deal gives the Network and its Seven West Media brands exclusive access to the unique brain-imaging research technology, which measures how the brain responds to communications. “This is an exciting deal for Seven with a company that is doing great things globally, in the US, UK and Germany,” says Director of Network Sales Adam Elliott. “This deal will help us to provide deeper insights into our programs, which will in turn help our clients maximize their investment,” he added. 

  • January 02, 2013 11:28 | Carla Nagel (Administrator)

    SensoMotoric Instruments (SMI), a leader in eye tracking technology, and Emotiv, a pioneer in brain computer interface neuro-technology, have launched an integrated for neuromarketing. It combines the SMI RED-m remote eye tracker and the Emotiv EEG Neuroheadset. A special SMI software package allows synchronized measurement of both data streams, including data on emotional engagement. www.smivision.com/egts 

  • January 01, 2013 11:27 | Carla Nagel (Administrator)

    ESTIME EstudiosIntegrales de Mercado has announced a merger with NeurobiomarketingSpA to form ESTIMENeurobiomarketing Americas with headquarters in Caracas, Venezuela. The new company –a successful consumer’s NeuroInsight Lab with full capabilities of EEG, GSR, fNIRS, ET and HRV equipment tied to proprietary neuropsychology modeling and teamed with a dedicated group of highly skilled cognitive neuropsychologists and industry specific experts. Thanks to an academic, yet commercially focused approach, the company has rapidly expanded to operate in Spain, Mexico, Venezuela and Argentina, as well as former studies in Italy, Portugal, South Africa and the US.

  • December 22, 2012 08:53 | Anonymous

    The end of 2012 and the beginning of a new and exiting year!
    It is the end of the year and it we are proud what we have reached so far. Only officially founded in the beginning of 2012, we have grown to a solid association of 159 members in 36 different countries!
    For 2013 we have trust and enthusiasm to continue our work to push the field of neuromarketing further. 
    We want to thank you, members and others with a professional interest in Neuromarketing for everything! Without your help, support and enthusiasm the activities below would not have been possible.


    If you would like to support us in 2013, please join us (nmsba.com/join) or invest in a sponsorship (nmsba.com/support) For now: all the best wishes from me and the staff and hope to inform, engage, meet and inspire you in the 2013!

    Carla Nagel
    Director, NMSBA


    31 January 2012: 
    Announcement of our new elected local chairs in Australia, Brazil, Belgium, Canada,  China, Colombia, Denmark, France, Germany, Italy, Japan, Mexico, Netherlands, Panama, Peru,  Poland, Portugal, Romania, Spain, Turkey, UK, USA. These people are on for a term of three years. Every year we have elections in January. In 2013 we will welcome at least 5 new local representatives, but still 168 countries are not represented yet. If you consider becoming a local chair, do not wait to long. We can process bio submissions until 3 January 2013.
    More information: http://www.nmsba.com/news/local-chair-reminder

    localchairs
     
    2 February 2012: 
    First edition of the Neuromarketing World Forum: 108 participants from 31 different countries gather in ice-cold Amsterdam for a warm and successful meeting.
    For pictures and videos: www.neuromarketingworldforum.com/2012-amsterdam 

    Neuromarketing World Forum
     






















    7 March 2012:
    The Members of the NMSBA finished the Board elections, and have voted the following people in the NMSBA Board of Directors for the term 2012-2015:
    ·         Richard Silberstein (president)
    ·         Gemma Calvert
    ·         Christophe Morin
    ·         Martin de Munnik
    ·         Rafal Ohme

    1 April 2012:
    Release of the first edition of Neuromarketing Theory & Practice

    MagazineIssue 














    23 April 2012:
    Launch of the job board on the NMSBA website: www.nmsba.com/jobs
     
    23 June 2012:
    Sao Paulo chosen as next edition for the annual meeting: www.neuromarketingworldforum.com

    World Forum
     









    4 July 2012:
    Launch of 2nd editon of Neuromarketing Theory & Practice
     
    2 October 2012
    Launch of the NMSBA Facebook Group: www.facebook.com/groups/nmsba
     
    2 October 2012
    Start of the competition to find young neuromarketing talent: Neurotalent of the Year: nmsba.com/neurotalent . Submissions possible until 2 February 2013

    neurotalent
     






    29 October 2012:
    Dutch NMSBA Members welcome Eric du Plessis in Amsterdam
     
    7 November 2012:
    Launch of the Neuromarketing Ethical Code
     
    26 November 2012:
    Neuromarketing Theory & Pracitce: release of issue #3

    1 December 2012:
    Launch of the first industry award: Neuromarketing Golden Vault: nmsba.com/goldenvault Submissions possible until: 14 February 2013
     
    11 December 2012:
    Launch of neuromarketing Education Directory which must provide an answer to the most popular question at our office: where to study neuromarketing?
     
    20 December 2012:
    Status as of today 159 members in 36 countries!

    NMSBA members

    What's Next?
    Join us and/or support us in 2013!!!!
  • December 18, 2012 08:52 | Anonymous
    The NMSBA has a local representative in 27 countries (elections are organized in 4 countries in the month of January 2013, see bold entries below). 

    If your background fits into the local chair profile, and your country not in the list below, please consider becoming a local chair candidate yourself. For the 2013 elections it is possible to submit your profile before 3 January 2013, because we only have elections once a year.

    It is the chairperson’s responsibility to fulfill the role of ambassador for the NMSBA in his or her country. The local chairperson will know his/her way around the association and will be spokesperson for local debates on the discipline. 
    • Argentina: Nestor Braidot - Ceo Braidot Brain Decision Centre
    • Australia: Phil Harris - Lecturer In Marketing Dept Management And Marketing, The University Of Melbourne
    • Brazil: Marcelo Peruzzo - Ceo, Ipdois Neurobusiness
    • Belgium: Arnaud Petre - Managing Director, Brain Impact Ltd.
    • Canada: Diana Lucaci - Founder & Ceo, True Impact Marketing
    • Chile: Daniel Alcayaga - Managing Director, Mindresearch (local chair candidate)
    • Chile: Juan Pablo Rodriguez - Ceo, Eye On Media (local chair candidate)
    • China: Ruihong Tang - General Manager, Brain Intelligence Neuro-Consultancy Ltd
    • Colombia: Carlos Gutierrez - Partner, Emoxional
    • Denmark: Thomas Zoëga Ramsøy - Head Of Research, Decision Neuroscience Research Group, Copenhagen Business School
    • France: Etienne Bressoud - Marketing Sciences Director, BVA
    • Germany: Bernd Weber - Boardmember Center For Economics And Neuroscience, University Of Bonn
    • Italy: Arianna Trettel - Ceo, Brainsigns S.R.L.
    • Japan: Kenji Onodera - R&D Director, Hakuhodo
    • Mexico: Jaime Romano - Managing Director, Neuromarketing Sa De Cv
    • Netherlands: Joris van Amerom - Managing Director/Partner, LaMarque
    • Panama: Alejandro J. Fernandez - Director, Phocus Branding
    • Peru: Christiam Mendez - New Business Development Director, Synovate
    • Poland: Michał Matukin - Scientific Director, Human Mind & Brain – Applied Research Center
    • Portugal: Juan Reynolds - Managing Partner, Qveus Consumption Situations Modelling
    • Romania: Gabriela Marcu - Lecturer Economic Psycholgy And Consumer Behavior, Lucian Blaga University Of Sibiu
    • Spain: Monica Déza Pulido - Innovation Vice  President, Mccann Worldgroup
    • Sweden: Johanna Fyrbjörk - Cs Director, Ipsos Interactive Service (local chair candidate)
    • Turkey: Dr. Yener Girisken - Managing Partner, Thinkneuro
    • UAE: Ianna Francesca Contardo De Martinez - Assoc. Dean, Sp Jain Education Fz Llc (local chair candidate)
    • United Kingdom: Phil Barden - Managing Director, Decode Marketing Ltd
    • USA: Elissa Moses - Evp Neuroscience And Emotion, Ipsos
    • Venezuela: Walter Mucchiut - Founder And Ceo At Estime – Esmefar (local chair candidate)
    To view the full profiles of our local representatives: www.nmsba.com/local-chairs
  • December 10, 2012 08:50 | Anonymous

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