NEUROMARKETING
HACK SERIES
How FMCG brands can harness the power of neuroscience to unlock new growth opportunities in HFSS legislation, packaging, NPD and creativity.
DIGITAL HACK SERIES
May to September 2022
EPISODE 1
HFSS – Winning the Shopper War
25 May 2022
EPISODE 2
Packaging –
Neuro-Hack your Pack
24 June 2022 – 12pm
EPISODE 3
Content – Building connection through creativity
4 August 2022 – 12pm
EPISODE 4
Innovation – De-risking NPD
1 September 2022 – 12pm
NEUROSCIENCE OFFERS BUSINESSES OPPORTUNITIES TO MAKE SMARTER, MORE CONFIDENT DECISIONS & UNLOCK GROWTH.
Neuroscience provides marketers with more meaningful insights, helping them to deliver more effective, more connective communications.
Yet for many, the perception is that it is slow, expensive, and inaccessible, and brands are still relying on research methods that are holding them back.
Our 4-part ‘hack’ workshop series is designed to take the mystery out of neuroscience.
We’ll show how it saves businesses time and money, helps them to understand what is working and why, and how to get it ‘right first time’.
In each one-hour digital workshop we’ll cover the practical application of neuro-testing to a specific area of marcomms.
Over the series we’ll focus on using neuroscience to improve packaging, NPD, creative and e-commerce.
We’ll share real-life case studies, the ‘need to know’ process from getting started to getting insights, and the tangible benefits they provide.
Watch all Neuromarketing Hacks so far
EPISODE 1
HFSS – Winning the Shopper War
25 May 2022
We are entering a period of unprecedented change. Brands and retailers need to rethink the tools at their disposal to adapt, thrive and survive. We will show how neuroscience research techniques can help HFSS brands to gain competitive advantages and win the Shopper War through:
- Understanding the new Shopper Journey – Where you fit and leveraging the full range of touchpoints and fleeting connections with consumers.
- Understanding the shopper mindset in a restricted category – How new insight approaches can tell you what motivates customers in the moment and drives purchase intent.
- Rethinking your packaging and in-store activations – Optimising one of the few elements of in-store real estate still in your control to create new choice triggers and maximise visibility.
EPISODE 2
Packaging –
Neuro-Hack your Pack
24 June 2022 – 12pm
In this session we will cover some of the building blocks of neuromarketing, how we perceive and attend to the world around us including marketing and communications.
We will unpack two different neuromarketing research techniques, Findability testing and Visual Saliency testing and show how they can be applied to packaging research projects such as brand refresh.
- Packaging is one of your brand’s most important pieces of real estate, so getting it right is vital. In this session, we will first cover some fundamental concepts such as Key Brand Assets, Processing Fluency, and how they relate to your packaging.
- We will then demystify neuromarketing research techniques such as Findability, Implicit testing and Visual Saliency testing, and explain how these can be easily used to help optimise your packaging design.
- Finally, we will demonstrate with case studies how neuromarketing can offer agile and cost-effective solutions to future-proof your packaging, and find competitive advantages in the most crowded categories.
EPISODE 3
Content – Building connection through creativity
4 August 2022 – 12pm
‘We want something that will go viral.’ Has this ‘bad client brief bingo’ cliché become out-dated? Can we actually now add some science to ‘effective’ content creation?
Creating connective content needs an understanding of what drives our emotions and motivation, based on something more than just gut instinct.
Neuromarketing can show us (from concept development through to execution optimisation) – what drives our emotions and motivation and how they intersect.
- This session will give marketers and researchers an overview of the foundations of neuromarketing and how it can improve our understanding of creative effectiveness.
- We look at recent case studies working with FMCG, tech and entertainment brands, share our best practices and demonstrate how neuro insights go above and beyond traditional research learnings.
EPISODE 4
Innovation – De-risking NPD
1 September 2022
Innovation is risky. Not all new ideas work – in fact, many fail. Research that gets under the skin of what really connects with people can help reduce the risks that come with innovation. Neuromarketing research techniques help to decode consumer behaviour, lifting the lid on the subconscious and helping to unlock richer, more predictive insights.
- This session will give marketers and researchers an overview of the foundations of neuromarketing and neuroforecasting and how it can be used to de-risk innovation and NPD.
- We look at recent case studies working with FMCG brands and share our best practices, demonstrating how neuro insights can help future-proof brand innovation.
YOUR HOST
AOIFE MCGUINNESS
NEUROSCIENCE CONSULTANT
HEYLAB
HeyLab was launched in 2020 to challenge legacy ways of thinking and working in marketing, particularly through behavioural science, neuroscience and marketing effectiveness.
Working with both global FMCG companies and local clients, HeyLab use EEG and implicit testing techniques across a wide range of research projects including content, packaging, brand and e-commerce.
Aoife has spent the last 10 years across multiple European cities developing her passion for neuroscience, communications and culture. Over the last few years, she has helped build up HeyHuman’s neuroscience offering including the recently launched HeyLab, HeyHuman’s in-house research lab. She uses neuroscience research techniques, including EEG and implicit testing, to measure people’s gut feel, gaining deeper insight into what moves us and why. She has previously spoken at other global conferences including SXSW 2019 and SMW and AWE.
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