Facebook's approach to form a more complete picture of consumer behavior
Thursday March 30, 2017, 11:30
With more than 1.7 billion monthly active users on Facebook and 500 million on Instagram, Facebook knows a lot about people. As the world grows more open and connected, the key to smarter insights around people—and what drives them to stop, share and buy— is to leverage innovative research methodologies to understand the complexity of consumer experience. Facebook's research has shown traditional advertising metrics like ad recall or purchase intent can fall short of encapsulating the implicit aspects of the consumer experience. By combining consumer neuroscience techniques with these traditional metrics, Facebook can form a more complete picture of consumer behavior.
Facebook's Manager Consumer Insights, Naomi Grewal, will present several examples of how consumer neuroscience techniques have provided better insights for Facebook, such as the use of biometrics to measure ad impact across several social media platforms and the use of EEG to measure brain responses during digital and virtual reality social interactions.
- The role of consumer neuroscience in Facebook's consumer insights strategy:
- Emphasis on leveraging implicit and behavioral data
- Using converging data across multiple methodologies for the best insights
- Facebook's latest consumer neuroscience research findings include: IG platform comparison with biometrics; IAT on FB+IG needs states; Virtual Reality study on social interactions