30 Best Business Leaders of the Year 2019 30 Best Business Leaders of the Year 2019 | Page 28

Unlocking the secrets of the human
subconscious for advertising edge: John Zwieg
T
he human brain has evolved
over millions of years to
respond to certain stimuli in
a specific way. Whether it is fear,
awe, anxiety, gratitude, loyalty or
even if it is love, anger or trust, the
activities unfolding in the human
brain are the product of people’s
struggles. The differences in
people’s responses are what make
or break brands. A major difference
between a product and a brand is
the instant sense of trust and loyalty.
When someone picks up a product,
he selects a random object from a
store. But when someone goes for
a brand, it is out of a sense of faith
“Our insight
into the
subconscious
allows us to
tap into human
motivation
and desire
so we can
help brands
answer their
most pressing
questions.”
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september 2019
and comfort in having a guarantee
of quality.
It is for this reason that advertisers
and marketing teams work tirelessly
to develop a brand image. There is
a marked difference between how
people respond to the advertising
of a product, and that of an
established brand. Marketers can
take a scientific route to advertise
by learning how people respond to
marketing efforts of various brands.
It opens the door to understanding
what people want.
Neuro-Insight is a neuro-marketing
and neuro-analytics company
that uses unique brain-imaging
technology to measure how the
brain responds to communications.
It is the only company in the world
licensed to use this patented
technology, enabling it to measure
second by second changes in brain
activity. This allows the company
to deliver unique consumer insight,
and reveal how a piece of design
or advertising is affecting people
at both a rational and an emotional
level.
The technology used by Neuro-
Insight, known as Steady-State
Topography (SST), measures neural
processing speed at the scalp in
order to build a second by second
picture of activity in the brain. It has
been validated by research and used
in scientific and clinical research
applications for over fifteen years
before becoming a neuro-marketing
tool. The technology was first
developed by Professor Richard
Silberstein and his co-workers,
Geoffrey Nield and David Simpson,
at the Swinburne University of
Technology. Neuro-Insight, based
in Melbourne, Australia has been
operating commercially as a market
research company. A leader in the
field of Neuro-marketing since 2005,
it now has a strong global presence
with operations in the US, UK,
Europe, and Asia-Pacific.
A Deeper Understanding
A staggering 90% of decision-
making exists within the vast
unmapped expanse of the human
subconscious. However, marketing
strategies today are based on self-
reported data. The one-of-a-kind
SST technology allows advertising
teams to fully understand a
consumer’s subconscious and
so have a major impact on the
audience’s decision-making process.
While other providers traditionally
measure each piece of the creative
process in siloes, Neuro-Insight
measures the entire spectrum.
Neuro-Insight’s measurement
of the consumer’s subconscious
response allows the company to
be both predictive and diagnostic.
It is a method that can assess how
people are going to feel, and why
they feel that way. The results can
then be used to optimize advertising
strategies.
Multi-screen ready
Platform optimization: Measure
cross-media impact and ensure