Google Tech Talk June 8, 2009 ABSTRACT “If It Feels Good Do It” : Using Neuromarketing to Go Beyond Click-Through: the Emerging Understanding of the Links Between Biometric Measures and Consumer Response to Media, presented by André Marquis. Advances in neuromarketing over the past decade have moved the industry to a point where it is finally a practical addition to the marketer and product designer’s toolbox. Mr. Marquis will demonstrate how tracking the second-by-second engagement of consumers interacting with a variety of media using biometric measurements including eye tracking, heart rate, breathing, GSR and movement allows companies to better understand how they cognitively process and emotionally react to visual information. He will present examples showing how advertisers, TV and Web companies have optimized their media to avoid confusion, break through the clutter and resonate with consumers to maximize retention and avoid undesirable behaviors including fast forwarding and navigating away. André Marquis is currently the Senior Vice President of Sales and Marketing at Innerscope Research which is dedicated to solving difficult market research questions by measuring and analyzing subconscious emotional responses to media. Andre has a long record of starting successful technology-based ventures with a particular focus on winning in markets where evidence-based decision making is critical, eg advertising, healthcare and pharmaceuticals. Prior to Innerscope, Mr …
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