Neuromarketing Science & Business Association (NMSBA)

  • May 15, 2015 13:46 | Simone Oude Luttikhuis
     
    Neuromarketing Theory & Practice is out!
    This issue includes: an interview with Roger Dooley, all about Implicit Measures, a report about the Neuromarketing World Forum in Barcelona and much more! This quarterly (online and print) is included in most memberships.
     
    Not a member yet? Review the options and join now! 

    Program Committee of the Neuromarketing World Forum has started!
    Last week we had the first meeting with the program committee of the fifth edition of the Neuromarketing World Forum and they are thrilled to create the best agenda ever! You can review who is on the team here. The Neuromarketing World Forum 2016 will take place in Dubai, April 4-6. We hope to welcome all of you! Super early bird registration fees are open as of today! 
     
    Save the Date:
    Shopper Brain Conference, October 15-16, 2015, Amsterdam
    Neuromarketing World Forum 2016, April 4-6, Dubai
  • April 30, 2015 16:50 | Carla Nagel (Administrator)

    Neuromarketing Theory & Practice #12 is out! If you join today, you'll get immediately access to the publication. Issue #12 contains an interview with Roger Dooley, report of the Neuromarketing World Forum in Barcelona, background article on Implicit Measures and much more: Join now!

  • April 20, 2015 15:54 | Carla Nagel (Administrator)
    We are very excited to announce the addition of a client seat. This is a full NMSBA Board position that is added to the current team to serve the business side of our community better. As Andrew Smith (Director of US Consumer Insights for The Hershey Company) had the largest number of votes applicable for this role, the Board decided to invite him to immediately join the NMSBA Advisory Board. We are happy and honored that he is willing to join.
     
    The full NMSBA board of directors 2015-2018 consists of the following individuals:

    • Ale Smidts
    • Andrew Smith (client seat)
    • Christophe Morin
    • Richard Silberstein (president)
    • Rafał Ohme and 
    • Steve Genco.


    Andy: welcome to the team! 
  • April 18, 2015 15:58 | Carla Nagel (Administrator)


    The first (trial edition of the) Behavioral Café, a networking drink to meet neuro-minded people, was organized in Utrecht, the Netherlands. It was a very nice gathering of anyone interested in the topic of neuromarketing. So we will add this service to our offer.

    The next Behavioral Café will take place on November 19, 2015 in many places around the world. Local chairs will play a key role in hosting it, but if your country is not represented yet, we can support you hosting a BC in your city. Follow our newsletter or contact office@nmsba.com for more information.

  • April 16, 2015 13:29 | Simone Oude Luttikhuis

    Health Warning Messages More Effective When Showing That Smokers Harm Other People

    After months of designing the study, collecting data and  processing the data it, the NAS Project has come to an end. Find the results below.

    By combining traditional research methods with implicit Reaction Time based ones, the study came with two findings which showed that using implicit measures strengthens the result of traditional research.

    1. Pictorial health warning messages are more effective than text messages only, and this is a culturally independent finding. In general, warning with pictures reached higher scores on the declarative level and at the same time the certainty of those opinions is elevated. Moreover, even if textual warnings were evaluated equally high in declarations as pictorial warnings, on emotional level warnings containing pictures are still more convincing therefore attitudes toward them are more certain, as revealed by neuro Reaction Time implicit measure.

    2. Communication oriented toward harm done to self and others is more effective than warnings focused on smokers themselves only. Again, this outcome is strong and culturally independent.

    The NAS Project also shows, that the data gathered solely by explicit declarative methods provide clear insights only in 50% of cases. However, applying Reaction Time measures enriches this score significantly: over 25% additional insights can be derived thanks to combining explicit and implicit methods and therefore more findings can be identified. It proves that application of combined explicit and implicit measures is beneficial when looking for the most effective solution and identifying drivers

    Download the full report here or read the full press release here. We want to thank all the participating companies and universities. A big thank you to NEUROHM and especially to Michał Matukin and Aleksandra Bis for their work.


    Participating companies/universities and countries
    Design and implementation of the study:
    NEUROHM – Michał Matukin

    Companies/universities collecting data in the participating countries:
    Argentina – PromoVerGroup
    Australia – RDG Insights Pty. Ltd.
    Brazil – FGV Projetos
    Chile – eye on media
    Colombia – Mindmetriks Colombia
    Ecuador – Profits Consulting Group(PCG)
    Finland – Laurea University of Applied Sciences
    France – Salym.me
    Germany – Leibniz University of Hannover
    Guatemala – eye on media
    India – Terragni Consulting
    Japan – Synergy Marketing
    Republic of Korea – Brain & Research Inc.
    The Netherlands, Rotterdam School of Management/Erasmus University
    Panama – Quantix Panama
    Poland – NEUROHM
    Romania – Synergon Consulting
    Republic of South Africa – eQ
    Switzerland - Zürcher Hochschule für Angewandte Wissenschaften
    Taiwan - National Taiwan University of Science and Technology
    Turkey – ThinkNeuro
    United Arab Emirates – haystack
    United Kingdom – Marketing Sciences
    United States of America - Sticky

  • March 25, 2015 16:07 | Simone Oude Luttikhuis

    Health Warning Messages More Effective When Showing That Smokers Harm Other People

    Barcelona - March 25, 2015

    This is the conclusion of a pro-bono study that used neuromarketing techniques, initiated by the Neuromarketing Science & Business Association(NMSBA). The ‘Neuro Against Smoking (NAS) Project’ is an international study supporting a tobacco free environment and healthy lifestyle.

    The remarkable part of this research lies in the way it was conducted. The study brings new valuable insights to the existing discussion on cigarettes warnings by integrating traditional survey methods with implicit measures - Reaction Time - which allows to explore consumers’ impulsive and automatic attitudes, provided by NEUROHM.

    By combining traditional research methods with implicit Reaction Time the study came with two findings which showed that using implicit measures strengthens the result of traditional research.

    • 1.       Pictorial health warning messages are more effective than text messages only, and this is a culturally independent finding. In general, warning with pictures reached higher declarative scores and at the same time the certainty of those opinions is elevated. Moreover, even if textual warnings were evaluated equally high in declarations as pictorial warnings, on emotional level warnings containing pictures are still more convincing therefore attitudes toward them are more certain, as revealed by neuro Reaction Time measure.
    • 2.       Communication  oriented toward harm done to self and others is more effective than warnings focused only on smokers’ health. Again, this outcome is strong and culturally independent.  

    The NAS Project also shows, that the data gathered solely by explicit declarative methods provide clear insights only in 50% of cases. However, applyingReaction Time measures enriches this score significantly:  over 25% additional insights can be derived thanks to combining explicit and implicit methods and therefore more findings can be identified. It proves that application of combined explicit and implicit measures is beneficial when looking for the most effective solution and identifying drivers

    These findings  not only support actions initiated by the WHO – e.g. introducing pictorial warnings - but also suggests that pictorial messages should be carefully selected to maximize their effectiveness).

     The NAS Project promotes healthy lifestyle, supports the tobacco free environment and thus helps societies and governments in their fight against smoking.  The test was held in 24 countries, spanning 6 continents.

    For more information about the NMSBA, the study and the participating countries, please visit www.nmsba.com/neuro-against-smoking


  • February 20, 2015 10:36 | Carla Nagel (Administrator)

    The Centre for Applied Intelligence, a new think tank dedicated to the science of behavior change, launches today.

    The Centre for Applied Intelligence, which launches today, is a cross-discipline think tank that will harness the power of words and speech, conducting primary research in all areas of verbal messaging.

    The Centre for Applied Intelligence launches at a crucial time for the field: academic research into the psychology of behaviour and persuasion has mushroomed, but there are only a handful of teams distilling and transmitting that new research for the audiences who need it. Research needs to have impact, and the Centre for Applied Intelligence will deliver that. 

    In addition to primary research, the Centre for Applied Intelligence promotes and facilitates the work of other professionals and academics in this field. Ultimately its work will better define the systems and processes inherent within truly effective communication.

    The Centre for Applied Intelligence will organise regular events, publish papers by its staff and by external experts, and host a podcast with notable thinkers and communication practitioners. The Centre for Applied Intelligence’s first priority is the development and refinement of models of behaviour change, a programme titled Rapid Audience Insight Diagnostics (RAID). 

    The Centre for Applied Intelligence’s Head of Programmes, Tom Wein, explained:

    “We need to reach those who need to know. All our output will be tailored for busy practitioners and decision-makers who need the latest research right now.  We want to discover interesting things, but we want even more to show how it would be useful to you.”

    The Centre for Applied Intelligence has been established as the research partner to strategic communications agency, Verbalisation Ltd. Sven Hughes, the founder of both the Centre for Applied Intelligence and Verbalisation Ltd, said:

    “Too much communication is founded on guesses and assumptions. We know there is a better way. The Centre’s research will understand the stickiness of content, quantify relevance and resonance and ultimately show us how to calibrate compelling conversation. That is enormously valuable for Verbalisation, and for the industry as a whole.”

    The Centre for Applied Intelligence’s experts are available for comment on stories with a behaviour change or messaging aspect. The Centre for Applied Intelligence welcomes submitted articles, new conversations and input from those working on parallel tracks. 

    Tel: +44 (0) 207 930 4264
    Email: info@centreforappliedintelligence.org
    Web: centreforappliedintelligence.org

  • February 13, 2015 14:53 | Simone Oude Luttikhuis
    The Neuromarketing Science & Business Associations(NMSBA), in cooperation with NEUROHM, is proud to announce the winners of the third Neurotalent of the Year competition.

    Students from globally recognized academic institutions vied for the honor of claiming a top spot, as their peers voted for what they deemed to be the most relevant and groundbreaking research in the fields of consumer neuroscience, neuroeconomics, marketing, market research or neuromarketing.

    Ultimately, the top three finalists were selected, among them Samir Karzazi and Dalia Bagdziunaite of the Copenhagen Business School. Benny Briesemeister, studying at the Free University Berlin, was crowned as the winner for his study on predicting purchase decisions. He will receive a prize of €3000 in cash from our sponsor NEUROHM.

    Benny Briesemeister
    Predicting Purchase Decisions

    Dalia Bagdziunaite
    Hook or Unhook - Unpacking the "Hook" of Shopaholics

    Samir Karzazi
    Bringing Neuro into Finance and Accounting
     
    Congratulations are in order for the three winners. We look forward to welcoming them during the Neurotalents of the Year ceremonies on March 25, in Barcelona. There, on the main stage of Neuromarketing World Forum, they will have an opportunity to present their research.

    You can read the papers of all the neurotalent candidates here.
     
    NEW AWARD: Neuro Personality of the Year
    The Neurotalents of the Year ceremonies will be hosted and coordinated by the Neuro Personality of the Year. The Neuro Personality of 2015 is announced Pranav Yadav. Pranav heads the US business for Neuro-Insight and since he entered the field, four years ago, he acts as a true ambassador of neuromarketing. We trust that he will inspire the finalists of the Neurotalent of the Year competition to get the most out of their presentations.

    Join the Neurotalents in Barcelona! Register now »


    The Neurotalent and Neuro Personality of the Year competitions are sponsored by NEUROHM



            



  • February 04, 2015 09:29 | Simone Oude Luttikhuis

    New NMSBA Board

    After an exciting period of voting we are proud to announce the new NMSBA Advisory Board. 
    A warm welcome and congratulations to the following individuals: 

    - Steve Genco
    - Christophe Morin
    - Rafal Ohme
    - Richard Silberstein
    - Ale Smidts


    The president will be chosen during the first board meeting. The whole NMSBA team looks very much forward to cooperate with you. More on their background on: www.nmsba.com/advisory-board

    The NMSBA wants to thank all candidates that enthusiastically signed up for the elections. Of course I would like to congratulate the board of 2012-2015 with all the steps accomplished during the first three years of our association. Thank you very much!

    New Local Chairs
    We also would like to introduce the new local chairs of our association. They are a local spokes person in their region. Carla Nagel (executive director NMSBA) signed up herself as an interim local chair in the Netherlands for a term of 1 year, to better understand the needs of local chapters. So we are able to build solid, better connected, local chapters. Please find the full list of local chairs below:

    Country

    First Name

    Last Name

    Term

    PERU

    Liliana

    Alvarado

    2014-2017

    MALTA  

    Adrian

    Attard Trevisan

    2013-2016

    EL SALVADOR

    Fernando 

    Basagoitia 

    2015-2018

    JAPAN 

    Mathieu

    Bertin

    2015-2018

    GUATEMALA

    Lorena

    Bin de Galvez

    2014-2017

    FRANCE

    Etienne

    Bressoud

    2015-2018

    COSTA RICA

    Silvia

    Campos Esquivel

    2014-2017

    SPAIN

    Antonio

    Casals

    2014-2017

    AUSTRALIA

    Joseph

    Ciorari

    2015-2018

    UNITED KINGDOM

    Cristina

    De Balanzo

    2015-2018

    UNITED ARAB EMIRATES

    Fatima

    el Khatib

    2015-2018

    PANAMA

    AlejandroJ.

    Fernandez 

    2015-2018

    SWEDEN

    Johanna

    Fyrbjörk 

    2013-2016

    TURKEY

    Yener

    Girisken 

    2015-2018

    RUSSIA

    Oleg

    Klepikov

    2014-2017

    FINLAND

    Jarkko

    Kotola

    2013-2016

    CANADA

    Diana

    Lucaci 

    2015-2018

    PORTUGAL 

    Jose Paulo

    Marques dos Santos 

    2015-2018

    POLAND

    Michał

    Matukin

    2015-2018

    VENEZUELA

    Walter 

    Mucchiut

    2013-2017

    NETHERLANDS 

    Carla

    Nagel

    2015-2016

    BRAZIL

    Billy

    Nascimento

    2015-2018

    SINGAPORE

    Kian

    Ng

    2014-2017

    SWITZERLAND

    Bart

    Norré

    2014-2017

    ROMANIA

    Monica 

    Olteanu

    2015-2018

    BELGIUM

    Arnaud

    Petre

    2015-2018

    INDIA

    Anil

    Pillai

    2014-2017

    DENMARK

    Thomas Zoëga

    Ramsøy

    2015-2018

    ECUADOR

    Eduardo

    Reinoso

    2013-2016

    COLOMBIA

    Luis Fernando

    Rico

    2015-2018

    MEXICO 

    Jaime

    Romano 

    2015-2018

    SOUTH KOREA

    Rei

    Ryou

    2014-2017

    ARGENTINIA

    Alejandra

    Salviccio

    2015-2018

    ITALY

    Arianna

    Trettel

    2015-2018

    LUXEMBOURG

    Marc

    Van Rymenant

    2015-2018

    CROATIA

    Maja

    Vujičić 

    2013-2016

    GERMANY

    Bernd

    Weber

    2015-2018

    Congratulations to all! 


  • January 21, 2015 13:29 | Carla Nagel (Administrator)
    Neuromarketing Resources
    We will add a new feature to our webpage: relevant resources, like blogs and books related to neuromarketing and a new educational directory.

    Please follow the links below to add relevant items in these categories:

    Books: www.nmsba.com/books
    Blogswww.nmsba.com/blogs
    Educational Directory: www.nmsba.com/education


    As soon as these resources contain a nice overview of items, we will feature them in a good spot on the website.

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