Neuroscience Toolkit for Business Decisions
Details
This intensive 1.5-day workshop is designed to provide critical knowledge to evaluate, understand and interpret the application of neuroscience knowledge and tools to test content effectiveness, marketing communication, branding and customer experiences. The workshop will offer a lens into the new tools that neuroscience offers the business world whichreplace traditional methods for research, analytics and insight-gathering. You will learn:
- Basic neuroscience grounding principles: How our emotions, attention and memory impact our decision-making capabilities.
- What tools can help us better understand our customers’ emotional engagement, attention and content memory.
- How our brain operates when making decisions: comparing rational and emotional decisions and the biases that impact our choices when selecting a product or service offering.
- How to leverage the neuroscience toolkit including biometrics, implicit associations, facial coding, eye tracking, fMRI, EEG and response latency.
- Advantages and disadvantages for applying the various tools in the neuroscience toolkit for research involving visual stimuli, products, branding, package design, ad testing of print or video, and more.
- Case studies and examples ranging from a wide variety of industries for B2B and consumer research.
Outline
08:45 AM - 10:15 AM Session 1
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INTRODUCTION TO NEUROSCIENCE AND DECISION MAKING
- How the brain explains behavior
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NON-CONSCIOUS MEASUREMENT TECHNIQUES
- Eye-tracking
- Galvanic Skin Response / Heart Rate
- Implicit Association Test
- Facial Decoding
- EEG
- fMRI
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WHAT CAN YOU GET TODAY WITH CONSUMER NEUROSCIENCE
- Behavior predictions
- Impulse purchase and self-control
- How to measure memory and attention
- How to leverage attention and memory in your marketing communication
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HANDS-ON EXERCISES USING EYE-TRACKING, EEG AND FACIAL CODING
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EMOTIONS AND DECISION MAKING
- Definitions of emotion
- How to measure different types of emotion
- Tools to help uncover different types of emotion
- How to leverage on emotions to induce a behavioral change
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USING CONSUMER NEUROSCIENCE IN YOUR BUSINESS: PLAN, CASE STUDIES AND FUTURE POSSIBILITIES
- Predicting sales, choices and behavior
- Case studies: concept tests, packaging, brand personality, price, ad assessments, and prediction of survey results
- Using consumer neuroscience alongside existing tools (focus groups, big data analytics)
- The future
Special Offer
Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
SEVEN REASONS FOR SELECTING OUR SEMINARS
When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:
Breadth
You can choose from a wide range of seminar topics to meet your continuing educational needs. Participants can select a sequence of seminars which offer coordinated state-of-the-art training with increasing levels of sophistication and depth in the chosen area. This eliminates the duplication and conflicting content which often results from attending disjointed seminars from different sources.
Commitment
We are fully committed to making each seminar a memorable learning experience - before, during and after the seminar. Our staff provides highly personalized assistance in selecting the best programs (ours or others) for your needs. And our seminar leaders are available to you to answer technical questions long after the seminar has ended. ...
