This is a review of the second talk in the Museum’s 2019 professional development programme, which is being supported by The Marketors’ Trust.
4th February 2019: Neuroscience - Why Do People Buy?
The speaker was Sandra Murphy, the Director of Neuroscience at Nielsen.
She explained how there are two systems that come into play when buying: the conscious and the subconscious. Subconscious buying occurs when one is already comfortable or aware of a brand, whereas conscious buying happens when one is paying more attention to what they are purchasing, particularly if it is a new product.
Murphy engaged the crowd by getting an audience member to volunteer to demonstrate EEG testing, which measures motivation, memory, and attention. This process is used when Nielsen is testing whether a brand’s advertisement is engaging to its consumer. The volunteer wore a head piece to track emotions, eye movement, and facial expressions.
The event was both engaging and well attended with over eighty participants from brands including PepsiCo, Aviva, Playstation and Jo Malone. The evening concluded with a look at a popular advertisement and how it engaged consumers, giving the audience a better understanding of how EEG testing can be utilized.
Coming up next: Partnerships in Marketing on the 21st February with Jane Asscher, founder of 23red, followed by How Healthy is Advertising? on the 7th of March with Tim Duffy, Chairman of M&C Saatchi.
The Museum’s professional development programme is generously supported by The Marketor’s Trust @marketors
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