How FMCG brands can harness the power of neuroscience to unlock new growth opportunities in HFSS legislation, packaging, NPD and creative.
DIGITAL HACK SERIES
May to September 2022
HFSS – Winning the Shopper War
25 May 2022
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 the provide.
We’ll host one episode a month starting in May 2022.
Each workshop in the series will be 1-hour and explore a different application of neuroscience. You can read more about these below.
You can choose what episodes to attend, or tune in for all of the episodes in the series.
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.
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.
In this session we will cover some of the building blocks of neuromarketing, what drives our emotions and motivation and how they intersect.
We will unpack EEG or electroencephalography, a neuroimaging technique used to uncover different states of arousal and cognition and show how it can be used in a variety of different creative research projects from concept development to execution optimisation.
In this session we will cover some of the building blocks of neuromarketing, how we learn and remember information.
We will unpack Implicit Testing, a versatile neuromarketing research technique used in a wide variety of projects. Will we demonstrate its capabilities through new product development and innovation testing with a wide range of case studies and examples.
Book your place
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.