7 June 2018 Maurizio Mauri
Journal of Experiences
From the 6th to the 8th of June 2018 the 11th “Measuring Behavior 2018” International Conference, on behavioral research methods and technique, is in progress in Manchester, UK. In a research event to which only researchers and university professors normally participate as speakers, TSW , as company that listens, investigates and cares of People’s Experience , was able to make its contribution by organizing a joint and interdisciplinary work table.
On Wednesday 6th June the symposium “Integration of traditional and neuroscientific techniques in the study of consumer behavior: the contribution of Neuromarketing”, which had the purpose of illustrating the integration of traditional techniques – such as interviews or focus groups – and of innovative neuroscience techniques in research applied to behavior of the consumer.
People’s choices are not easily explained by explicit factors, as they often hide implicit motivations, of whom people are not fully aware. The decision making process is influenced by implicit answers and automatic processes , which traditional marketing research techniques fail to measure. Rational reactions to the vision of an advertisement or to the evaluation of a product package, as well as the answers to an interview or the ideas expressed during a focus group, do not allow to know everything. The neuroscientific techniques have the advantage of studying consumer reactions on a broader level, applying methods and tools from the neurosciences that allow them to measure the implicit and emotional responses of consumers in a more objective and observable way.
With the interventions of Maurizio Mauri and Christian Caldato, TSW researchers, best practices were provided to apply this innovative approach in marketing research activities.
Specifically, Christian Caldato addressed the issue of the emotional impact of works of art in the speech “Emotional Impact played by the Art Experience Measured by Means of Neuroscientific Techniques”, bringing the case of TSW and Gallerie d’Italia of Intesa Sanpaolo in Piazza Scala in Milan: an illustration of the research dynamic is available in the dedicated article . The undersigned, on the other hand, with the “Assessment about Storefront Displays with a Multidisciplinary Approach based on Neuroscientific Methods, Self-reports and Anthropological Marketing”, illustrated the multidisciplinary approach between neuroscience and anthropology to improve the shopping experience in a sportswear product store.
