This is part of the agenda of last year's event. Go to the 2020 agenda now.
| 9:15 | Welcome back by the Master of Ceremonies |
| 9:30 | Bridging the Academia-Industry Gap in Neuromarketing Research: Challenges and Opportunities • Facilitating research agendas that satisfy both industry and academia • How to transcend barriers to maximize collaboration Carolyn Yoon, Professor of Marketing, University of Michigan |
| 10:15 | Revealing the Best Queue for Impulse Buying • Learn how researchers used eye-tracking and skin conductance to measure impulse buying in movie theatres • Find out which queue setting increases emotional engagement • Better understanding of impulsive buying behavior Maurizio Mauri, User Experience and Neuromarketing Specialist, TSW s.r.l. |
| 10:45 | Coffee break |
| Neuromarketing Techniques and What to Do With It | |
| 11:15 | The ROI of Neuromarketing Techniques - Uplifts in relative effects and estimation of true profit margins involved - Calculating a true effect of marketing by building a marketing mix model - Understanding when neuro is predictive beyond traditional measures Roeland Dietvorst, Scientific Director, Alpha.One |
| 11:45 | The Creation of New Neurometrics • An insider’s view taking new kinds of neuro data for EEG, Biometrics and Facial Coding and transforming data sets into actionable, new measurements • Examining multiple methods and metrics to offer the right combination of “scores” for decision making • The impact of mood on advertising, using machine learning to take a fresh approach to EEG measures Davide Baldo, Director EEG and Biometrics R&D, Ipsos Neuro & Behavioral Science Center |
| 12:15 |
Lunch break
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| 13:30 | Improving Our Decision-Making: Learning from regret and envy • How foregone outcomes (what might have been) can generate regret • How unfavorable social comparison generate interpersonal negative counterfactuals and elicit envy Giorgio Coricelli, Associate Professor Economics & Psychology, University of Southern California |
| 14:00 | Keeping the “Neuro” in “Neuromarketing” - What insights can and cannot be gleaned from neuroscience - Review of basic neuroscientific principles to understand how fleeting emotional responses can dramatically impact in-market behavior - Align on common vocabulary to use in research design, to ask the right questions and to deliver the right insights Brendan Murray, Vice President of Global Enablement Services at iMotions |
| 14:30 | Coffee break |
| Innovation, Validation and the Future of Neuromarketing | |
| 15:00 | New Balance Makes Game Changing Moves with Neuroscience - New Balance shares several cases of how neuroscience significantly impacted their business, taking them from neuroscience skeptic to neuroscience champion - Implemented with confidence a bold new look and message to target athletic apparel shoppers and promote purchase. - Kicked off their commitment to sponsor the NYC Marathon with creative optimized for lasting impact Marianne McLaughlin, Global Consumer & Market Insights, New Balance Matthew Cottle, Director of Client Service, Nielsen Consumer Neuroscience |
| 15:30 | Next Level Validation: Comparing Neuromarketing Methods with the MADS Library • How the ‘Media as Dynamic Stimuli’ (MADS) Library helps to compare and validate neuromarketing methods • Why existing libraries, which rely on static media, were inadequate • How the MADS Library will boost confidence Duane Varan, CEO, Mediascience Rachel Kennedy, Founder, Ehrenberg-Bass Institute Magda Nenycz-Thiel, Research Professor & Mars Chair, University of South Australia |
| 16:15 | Wrap-up and Announcement of 2020 Destination The Neuromarketing World Forum travels around the globe. At the end of Rome's event, NMSBA's executive director Carla Nagel reveals the destination of the 9th Neuromarketing World Forum, April 1-3, 2020 |
| 16:30 | End of the day & networking drinks |
