Silvia

Silvia

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Neuromarketing cresce la sensibilità per le neuroscienze applicate al marketing

In questo campo c’è ancora molta strada da percorrere ma, anche in Italia, le premesse sono tutte valide e propedeutiche ad uno sviluppo di rilievo con modalità sempre più accessibili. Il caso di BrainExpresso.

In Italia crescono curiosità’ ed interesse di aziende e agenzie di comunicazione italiane per l’utilizzo del Neuromarketing all’interno delle loro strategie di ricerca e di ottimizzazione della comunicazione: lo rivela l’esperienza con i Clienti di BrainSigns. 

Secondo fonti recenti a livello globale ancora solo il 31% delle aziende ma il 70% dei grandi brand hanno già utilizzato strategie e soluzioni di neuromarketing per valutare quell’impatto immediato che avviene in pochissimi secondi nei consumatori di fronte a prodotti o a stimoli di marketing. Sono cifre che non fanno parlare ancora di adozione su larga scala per queste tecniche ma che dimostrano comunque una crescita del comparto in linea con le previsioni sulla diffusione globale delle tecnologie per applicare il neuromarketing per cui si prevede nei prossimi 7-8 anni una crescita media annua del 10% non solo in USA ma anche in Europa e in Asia. Tra i motivi dell’incremento, ci sono l’implementazione di algoritmi sempre più evoluti, la disponibilità di device innovativi sempre più facili da indossare e usare, l’utilizzo sempre più frequente dell’Intelligenza Artificiale, l’esordio di piattaforme che valorizzano applicazioni ormai consolidate.

Che cosa spinge aziende ed agenzie ad esplorare soluzioni di neuromarketing? L’efficacia dell’esperienza diretta delle nuove possibilità di valutare preventivamente e con ottimo grado di accuratezza l’impatto della propria comunicazione sulla percezione immediata del target per migliorarla e la volontà di ottimizzare i costi degli approcci di marketing e comunicazione.

BrainSigns, in linea con la sensibilità dei Clienti ha lanciato recentemente BrainExpresso (https://brainexpresso.brainsigns.com/), un servizio di neurotesting che consente alle aziende di valutare preventivamente l’efficacia delle loro pubblicità ADV attraverso tecniche di neuromarketing basate sulla lettura di segnali cerebrali, tracciamento dello sguardo, battito cardiaco e sudorazione della pelle.

Dopo anni di neurotesting sulla pubblicità ADV, algoritmi di analisi consolidati e più di 400 spot ADV testati – spiega la dott.ssa Patrizia Cherubino, PHD, Head of Neuromarketing Research in BrainSigns - abbiamo sviluppato una piattaforma software che ci sconsente di offrire alle aziende un’analisi neuromarketing di spot e annunci in tempi rapidi e con algoritmi affinati, impiegando sensori EEG, eye tracker monitoraggio di battito cardiaco e conduttanza cutanea. Il neurotesting consente una diagnosi della decodifica immediata della comunicazione rapida ed efficace a costi più contenuti. Dai risultati si possono in aggiunta ottenere anche “non-conscious insight” sui format e sulle necessità dei target di riferimento utili per migliorare in generale non solo la comunicazione pubblicitaria specifica ma anche la strategia di comunicazione per offrire messaggi sempre più “brain friendly”, fluidi e performanti.

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Sustainability ADVs work: they are seen sooner and longer - Neuromarketing study in Finland and Italy proves it

Online neuromarketing research has been conducted in Italy and Finland to assess how different populations perceive sustainable advertising of eco-fashion brands on social media.

The sample has been chosen among young Millennials from two countries expressing several cultures, the Nordic and the Mediterranean. While participants observed a series of social media posts, eye movements and emotions have been recorded using eye tracker and facial coding respectively.

The results demonstrated a trend shared by Finnish and Italian Millennials: sustainable ADV was seen sooner (Time to first fixation) and for longer (Time Viewed).

risultati eye tracker

In particular, in the 'green' post participants looked at the caption containing the explanation of why the fashion item can be considered sustainable, after viewing the image accompanying the post.

Also the negative emotions felt were few when viewing the 'green' post in both Italy and Finland. It is noteworthy that a lower value of negative emotions has been found in Italy than in Finland.

emotion 2

This shows that sustainable ADV has a significant impact on users attitudes toward marketing stimulus in the younger generation in both Italy and Finland. Italians, contrary to stereotypes, are very sensitive to this issue.

The research, conducted by the BrainSigns team in collaboration with Dr Myriam Caratù (UNINT), has been published in Italian Journal of Marketing.

Cite

Caratù, M., Cherubino, P., Menicocci, S. et al. Does sustainable communication have an impact on international social media audiences? A neuromarketing explorative study between Finland and Italy. Ital. J. Mark. (2023). https://doi.org/10.1007/s43039-023-00086-z

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BrainSigns has been involved in the first Virgin Galactic’s experimental suborbital flight

On June 29th, 2023, the first suborbital human flight of the Italian Air Force took off from Las Cruces (New Mexico, USA) on Virgin Galactic's Spaceship-2 spacecraft. The aim of the flight was to investigate the impact of microgravity on the human body and cognition, and testing new technologies for space missions.

The passengers were two Air Force officers and a CNR engineer, the first-ever flight of this kind.

The scientist from the Department of Molecular Medicine of the Sapienza University of Rome and from BrainSigns, prof. Gianluca Borghini, took part in the mission as head of the study on the impact of microgravity on cognitive functions. In particular, neurophysiological signals, like brain and heart activity and skin conductance, were acquired during the flight together with the performance while dealing with specific experimental tasks.

In this context, BrainSigns provided the technology for recording these signals and the software for their analysis derived from industrial experiences in the aviation context.

Before, during and after the flight, lasted about seventy-five-minute, the crew conducted 13 experiments, proposed by the Department of Aerospace Medicine of the Italian Air Force, IMAS Milan, CNR, University of Milan, IRCCS Policlinico Foundation of Milan, Sapienza University of Rome, Polytechnic University of the Marche, ASST Santi Paolo e Carlo of Milan and Andremacon Biotech of Italy.

This aspect allowed for carrying out multidisciplinary tests that would otherwise be difficult to perform. The results will provide useful data for scientific research applicable to several fields, not only technological but also human health.

For more information visit the Virgin Galactic website from this link, and watch the official video of the flight here.

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CERTAMENTE 2023 - the most important event on Neuromarketing in Italy is back in presence

CERTAMENTE is back in presence on 17 May at Base Milano, cultural hub.

The event will be an opportunity to understand the effectiveness of applying neuromarketing and behavioural sciences to marketing and communication strategies.

The programme is full of innovative content: there will be several testimonials from international experts who will illustrate strategies successfully applied in large companies. 

Our company is a scientific partner of the event and our scientific director, Prof. Fabio Babiloni, will open the event with an introduction on Neuroscience applied to the corporate world.

Following Charles Spence (Professor of Experimental Psychology, Oxford University) will talk about how to innovate multisensory perception of tasting experiences.Simon Lancaster (internationally renowned Speechwriter) during his talk will illustrate how, by combining rhetoric and neuroscience, an effective guide to the language of leadership can be created. Finally, Matteo Motterlini (Full Professor at San Raffaele University) will explain how decision-making is generated in our mind in the field of economic choices.

In the afternoon there will be concrete national and international business cases through three thematic sessions in parallel.

It will discuss how to optimise digital marketing campaigns through Neuroscience. It will be understood how Neuromarketing can be used to innovate products and logos and improve the consumer experience in stores, illustrating strategies successfully applied in large companies.

In addition, during the conference there will be the opportunity to "touch" Neuromarketing at a stand of our company where new neuroscientific technologies can be used.

As always, the day will be an excellent opportunity to collect new thoughts that can be put into in company marketing and communication practices.

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