Program Thursday, September 29, 2022
« Pre-conference activities
Conference day 2 »
| 8:30 | Registration / doors open |
| 9:00 |
Welcome to Berlin! Carla Nagel, Executive Director, Neuromarketing Science & Business Association Welcome by the Master of Ceremonies Gesa Lischka, Managing Director of the agency KOCHSTRASSE™ |
| 1+1=3: NEUROMARKETING IN COMBINATION WITH OTHER TOOLS | |
| 9:30 | Brain vs Machine: Machine Learning Tools for Ad Testing Compare to Neuromarketing Tools • The pros and cons of neuromarketing and ML-powered metrics • The importance of ‘cognitive ease’, ‘brand attention’, and ‘ad breakthrough’ • Lessons for great (video) ad content Ingrid Nieuwenhuis, Head of Science, expoze.io |
| 10:00 |
Virtual and Augmented Reality in Combination with Neurophysiological Tools • How academia is seeking to understand consumers • What are the findings of recent research funded by the EU (Rhumbo project) • How to setup neuromarketing experiments in a VR/AR setting Aline Simonetti, Researcher, University of Valencia |
| 10:30 | Coffee break |
| NEUROMARKETING INSIGHTS FOR EFFECTIVE COMMUNICATION | |
| 11:15 |
Using Neuromarketing to Grow the Specialty Cheese Category • What to ask, what to observe? • Combining insights from implicit and explicit research methodologies • How to design your research for a combination of implicit and in-store research Tomasz Soluch, Behaviour Prediction and Insights Manager, Fonterra |
| 11:45 |
The World's on Fire, Fancy a Burger? • General lessons drawn from recent data on consumer emotions • Tangible tips for creating and planning ad content in difficult times • Using brand purpose in a powerful way Graham Page, Global Managing Director, Affectiva, a Smart Eye Company |
| 12:15 | Making Email Newsletters Effective Again - How to best communicate in terms of effectiveness, not only efficiency - Meaningful psychological differences within homogeneous target groups - Why how you communicate something is just as important as what you communicate Benny B. Briesemeister, Psychology Professor, IU Internationale Hochschule and Scientific Lead, Deloitte Neuroscience Institute (DNI) |
| 12:45 | Lunch break |
| CONSUMER ATTITUDE AND BEHAVIOR | |
| 14:00 | Understanding Creative Effectiveness • What happens in the brain when we engage with creative artwork? • Competing theories to explain why we find creativity and the arts rewarding • How we can implement these findings into creating powerful ads? Aoife McGuinness, Neuroscience Consultant, HeyLab |
| 14:30 |
Measuring Cognitive Conflict to Predict Attitude and Behavior Change • Multiple approaches to measuring cognitive conflict • How to design research to include these measurements • Predicting and creating behavioral change Rich Timpone, Managing Director Global Science Organization, IPSOS |
| 15:00 |
Coffee break
|
| 15:30 | Neuro-Loyalty: The EASY Path to Loyal Customers & Engaged Employees • Why neuro-loyalty is important • How to use behavioral science and neuromarketing tools for greater customer loyalty and employee engagement • Identifying simple changes that can drive short-term results and stop losing customers and team members Roger Dooley, author of Friction and Brainfluence |
| Neuromarketing World Forum EXPO PROGRAM Sponsored Session | |
| 16:00 | 5 Predictions for the Future of Neuromarketing • Which new applications of consumer neuroscience are on the horizon? • Can research become more realistic – without losing experimental control? • How to benefit from neuroscience during every step of product development? Tim Zuidgeest & Tom van Bommel, Unravel Research |
| 16:15 | Powerful combination: In context technology and smartphone eye-tracking The synergy of smartphone eye-tracking and in-context research environments • Capture real-world user behavior on devices that are used the most • Eye-tracking to the next level with the right research environments • How quantitative research and eye-tracking can be combined Philipp Reiter, COO eye square |
| 16:30 | A New Biometric-Based Model of Engagement with Media • Collecting psychophysiological data from thousands of participants real-time • Tester apps, sensors, and automated processing explained • Combining scalable biometrics and computer vision to build second-by-second models of media impact Beatriz Ribeiro, Head of Client Delivery, MindProber |
| 16:45 | Remote Data Collection with iMotions Online: Challenges and Benefits • Webcam-based eye tracking and facial expression analysis • Challenges in experimental variation, and differences in data quality • Business examples of how to add value to your business insights Jessica Wilson, Technical Director, iMotions |
| 17:00 | Case Studies in Real-time Neuromarketing • 3 case studies where real-time feedback was critical • The benefits and key success factors of doing real-time studies • Possible future applications • The need for algorithms to be transparent. Geoff Gill, President, Shimmer Americas |
| 17:15 | Wrap-up of the day by Master of Ceremonies Gesa Lischka, Managing Director of the agency KOCHSTRASSE™ |
| 17:20 | Networking Drinks |
| 19:00 |
Conference Dinner * The Neuromarketing World Forum Conference dinner is organized in the restaurant of the famous TV Tower on Alexanderplatz. The restaurant offers a breathtaking view of the city of Berlin. Imagine yourself on top of Germany, enjoying food and drinks with the brightest minds in the neuromarketing space! * Check your registration (email September 15) if this is included in your package |
« Pre-conference activities
Conference day 2 »