Wednesday, March 20, 2024 | Hollywood Roosevelt Hotel, Los Angeles
« Pre-conference Activities
» Conference Day 2
08:00 am | Registration |
08:30 am |
Welcome to the Neuromarketing Capital of the World Elissa Moses, CEO, BrainGroup Global |
NEUROMARKETING AND STORYTELLING | |
08:45 am | Mirror, Mirror on the Wall: How Media Narratives Shape Our Self-Concept • How the 'self' is a crucial factor in behavior and decision-making • The neuroscientific and psychological foundations of the self-concept • Using a new 'self' construct to determine TV ad's success Ashraf Vahed, Engineer and Researcher, Neural Sense |
09:15 am | The Cognitive Mechanisms of Believing Misinformation across Life Stages and Cultures • Analyze cultural impact on decision-making to predict consumer reactions • Explore psychological factors of judging truth in different medias • Utilize emotional and rational dynamics to gain insights into consumer behavior Steeven Ye, Global Science Organization, Ipsos |
09:45 am | Your (Facial) Feature Presentation • Translating facial expression analysis adds detail to audience reactions • How to use this data to add to the predictive power of box office success • How filmmakers can use these insights to enhance playability Peter Marks (Universal Pictures) and Mitzi Lorentzen (Affectiva) |
10:15 am | Morning Break |
MARKET RESEARCH | |
10:45 am | Research Segments - Biosensor Research in the One and the Many • Individual differences in EEG, eye-tracking, heart rate, and skin conductance data • Opportunities in segmenting based on physiological differences • New research on the group's synchronized responses when exposed to ads Jessica Wilson, Global Technical Director, iMotions |
11:15 am
| Measuring the Right Kind of Attention • Learn how integrating eye-tracking with emotion AI advances attention measurement in advertising • Understand the distinction between passive attention and being engaged by it • A deep dive into attention measurements and sales prediction Graham Page, Global Managing Director, Media Analytics, Affectiva (a Smart Eye Company) |
11:45 am | Best Practices for Bringing Neuro and Behavioral Science into Your Marketing and Decision-Making • Explore practical solutions to navigate the challenges of integrating neuromarketing and behavioral science methodologies • Gain actionable insights into securing buy-in and fostering widespread adoption within your organization • Discover proven frameworks for effectively packaging and implementing neuromarketing strategies, ensuring a seamless integration into your organizational practices Jason Jacobson, Senior Director of Consumer Insights at Sekisui House |
12:15 pm | Lunch break |
OPTIMIZE DESIGN | |
1:30 pm |
Capturing Engagement: Webcam Eye-Tracking for Image Optimization • The art and science of image optimization using webcam eye-tracking • Dive into the methodology behind eye-tracking for authentic marketing insights. • A sneak peek at fresh, ongoing research with interactive visual data displays Tim Holmes (alias Dr Eye-Tracking), Independent Neuroscientist, Researcher, Educator |
2:00 pm |
Beyond Color: Embracing Diversity in Advertising Imagery
• The effect of luminance and smiles of Black American models in ads • Implicit reactions and explicit attitudes toward diversity explained • Practical knowledge on creating inclusive ad campaigns Deepak Varma, Global Head of Neuroscience Insights - North America, Kantar |
2:30 pm |
Coffee break
|
NEUROMARKETING IN BUSINESS | |
3:00 pm | Panel Discussion: The Future of Neuromarketing Explore the evolution of neuromarketing and its transformative impact on understanding consumer behavior and gain insights into the future of market research and marketing strategies. Graham Page, Global Managing Director, Media Analytics at Affectiva (a Smart Eye Company) Brian Knutson, Professor of Psychology and Neuroscience, Stanford University |
3:30 pm | Predicting Sales With Neuromarketing – When Does it Add Value? • How integrating neuroscience data can enhance market predictions • The comparative value of traditional market data, consumer surveys, incentivized purchasing, and fMRI data in sales forecasting. • How to improve predictions and drive product sales. Hilke Plassmann, Professor of Decision Neuroscience, INSEAD |
4:00 pm |
Leveraging Neuroscience to Ensure
Safe Online Communities
• Content challenges of global social media platforms • How to apply behavioral principles for understanding online behavior • Understand how an interdisciplinary approach helps in predicting behavior Vanessa Hensler, Director of Research, Reddit |
4:30 pm | Wrap-up of the day by Master of Ceremonies Elissa Moses, CEO, BrainGroup Global |
4:45 pm | Networking Drinks |
7:00 pm | Conference Dinner at the Yamashiro restaurant in the Hollywood Hills. |
» Conference Day 2