Neuromarketing Science & Business Association (NMSBA)

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  • October 02, 2018 11:29 | Carla Nagel (Administrator)

    NEUROMARKETING CRASH COURSE
    'Introduction to Neuromarketing'

    Amsterdam, November 7, 2018

    Over the last few decades, neuroscientists have made remarkable progress in understanding how our brains shape and determine our behavior. The introduction of brain scanners in the latter part of the last century allowed scientists to peer inside the human brain during normal behavior and uncover the mechanisms by which we feel, think and act. We now know that over 90% of our behavior is driven by subconscious brain processes and that our emotions, not our conscious thoughts, are largely responsible for the decisions we make.

    In this course, participants will learn how the new tools in the field of neuromarketing are being applied across a wide range of industry sectors and at all stages of the brand journey, to capture consumers’ implicit or subconscious feelings, biases and beliefs about products, brands and marketing messages. They will learn how memories are formed and influenced, how perception can be influenced by subtle environmental cues and how to measure and extract these powerful subconscious responses that can predict subsequent purchasing behavior with greater accuracy than spoken feedback.

    Participants will also learn about the pros and cons of the different neuromarketing tools, the questions that each method is typically best placed to address as well as how to commission research from practitioners in this field.

    • Nov. 7, 2018 14:00-17:00 (pre-conference of the Shopper Brain Conference)
    • Hotel Casa, Eerste Ringdijkstraat 4, 1097 BC Amsterdam, The Netherlands
    • Registration costs: 350 euro + taxes

    Seats are limited. Register today »


    About the Instructor

    Gemma A. Calvert is currently a Visiting Professor at the Nanyang Business School at NTU and Managing Director of Neurosense Group and CEO, Neurosense Asia Pacific. She is also a Fellow of the Royal Society for Arts and Business and a Member of the Global Agenda Council for Neuroscience and Behaviour at the World Economic Forum. Professor Calvert is an internationally acclaimed neuroscientist and foremost pioneer of Neuromarketing. She has a BSc in Psychology from the London School of Economics, and DPhil in Functional Brain Imaging from the University of Oxford. She was the Director of the Multisensory Imaging Lab at the University of Oxford from 2001-2007 where she held senior fellowship positions funded by the Medical Research Council of Great Britain and the Wellcome Trust, UK. In 2007 she was appointed to a Chair of Applied Neuroscience at the University of Warwick and her research on the neuroscience and psychology of consumer behaviour has been featured widely by the international media including The Economist, Time Magazine, Newsweek, CBS 60 Minutes and the BBC. Professor Calvert has also published over 50 academic papers on human brain function, including in the prestigious journals Science and Nature.

  • August 23, 2018 13:13 | Carla Nagel (Administrator)

    As we announced earlier this year, the times at NMSBA are a changing – and so is the NMSBA website! We’re thrilled to announce the launch of our newly designed website www.nmsba.com come September, with a sleek design, a user-friendly browsing experience, and more information than ever before.

    Homepage

    You’ll continue to find useful information directly on the homepage. From learning about neuromarketing, to meeting like-minded peers, to finding suppliers – or even signing up as a member: everything you need is easy to find.

    More information than ever before

    How to select a neuromarketing vendor? Where to study neuromarketing? The NMSBA is more than a professional association – it’s the hub for all things neuromarketing. Extra plus for members: the new website offers easier access to all online issues of INsights. So grab your iPad, a fresh cuppa, and get reading!

    All about the community

    How can we help you be an active member of the neuromarketing community? Finding out how to get involved will be much easier than before, whether you’d like to speak at the World Forum, contribute to the quarterly INsights, or start a career in the field!

    We’re sure you’ll find everything you need on the new website. But in case you do see a gap, let us know via office@nmsba.com. We’d love to hear about your user experience!


  • August 09, 2018 07:56 | Carla Nagel (Administrator)

    The 8th Neuromarketing World Forum takes place in Rome (March 13-15)

    Register now with SUPER EARLY BIRD DISCOUNT and attend the neuromarketing conference of the year for the best rate. 

  • April 04, 2018 09:00 | Carla Nagel (Administrator)

    The 2018 edition of the Neuromarketing Yearbook is out. Review the table of content and order the book today. Or join the Neuromarketing Science & Business Association before April 15 and get the 2017 & 2018 yearbook as a welcome gift.

    Already a member? The book is on its way to your office!


  • April 03, 2018 10:59 | Carla Nagel (Administrator)
    We are welcoming applications to become part of the Neuromarketing World Forum (NMWF) 2019 Program Committee. This involves playing a key role in determining the theme, selecting speakers and the submission review process. We are opening applications to all members of the community, from both industry and academia who feel they can contribute to this team as long as they do not have a commercial stake in the industry.

    For more information check out the requirements »

  • February 06, 2018 16:42 | Carla Nagel (Administrator)
    We call our new structure “Flip the Association”. This makes the community the main stakeholder of the organization’s direction. Interest groups (neuromarketing online, neuromarketing in retail, neuromarketing for audience research, the brain on branding, etc.) are formed. These groups are headed by a council with members who are an expert on the topic. 

    This will help us embed diversity deeper in our community. The councils will choose one representative to sit on the NMSBA Advisory Board. 

    If you wish to be part of the new structure, join the official NMSBA member meeting where the councils will be formed on March 7, in Singapore (appendix to the Neuromarketing World Forum).

    Contact Carla Nagel for more information.

  • January 11, 2018 17:47 | Carla Nagel (Administrator)

    NMSBA Announces the Biggest Change Since 2012

    The Neuromarketing Science & Business Association, the NMSBA, will celebrate its sixth anniversary on February 2nd, 2018. After the excitement of founding a new professional body, our organization faces its next steps:

    1. further shaping an institute focused on education,
    2. building a strong network between science and business and
    3. being a hub where people can find information about neuromarketing
     

    Building on Our Competencies

    At the NMSBA, our team consists of hands-on people with a passion for community building, event planning and knowledge sharing. This will always remain. During the past six years, we saw a motivated and knowledgeable group of supporters join our community. As the community exists and continues to grow because of our varied membership, we will formalize and strengthen the diversity (vendors, client-side, and academia) within our organizational structure.
     

    New Structure: Flip the Association

    We call our new structure “Flip the Association”. This makes the community the main stakeholder of the organization’s direction. Forming interest groups (online, retail, media, branding, etc.) that are headed by separate councils with expert members will help us embed diversity deeper in our organization’s structure. The councils will choose one representative to sit on the NMSBA Advisory Board. Gone are the days of local chapters and local representatives. Say hello to a more unified NMSBA. If you wish to be part of the new structure, join the official NMSBA member meeting where the councils will be formed on March 7, in Singapore (appendix to the Neuromarketing World Forum).
     

    New Website: A Focus on Learning, Meeting & Buying

    Our new website will sit firmly on our three pillars: learning, meeting and buying. Important neuromarketing books meetings and the company directory receive a prominent space. Not only that, the company directory will be easier to search, and the overall site will have a more approachable look and feel. The new website will be launched in Q1 of 2018.
     

    One Renewal Date: 1 February

    To improve our service level and in the interest of clarity, the renewal date for all NMSBA members will become February 1. New members will pay an amount in proportion to the first year of membership, depending on the remaining months until February 1. Existing members will receive a personal transition offer on January 15.
     

    Exit Free Membership

    Enter an improved membership offer

    “The brain likes it easy” - however, our membership model was anything but easy. So we changed it a bit, to bring more equality to the membership offer.

    The new model makes a distinction between individual and company memberships. Our company membership offers a differentiation between companies interested in applying neuromarketing insights and/or buying neuromarketing services (client-side) and companies that sell neuromarketing services (vendors). Vendor members (plan 'corporate + promotion') benefits from promotional perks, such as a listing in the company directory. All members receive the same publications including INsights and the Neuromarketing Yearbook.
     

    Students & Academia

    Students and academia get a significant break on personal membership; a 70% discount for students, a 40% discount for academia. Free membership is closed, but personal membership is now improved: offered at an attractive €129 + tax for INsights AND yearbook.
     

    Transition for Existing Members

    Existing will receive a personal transition offer from their current membership plan to the new membership, to align with the new renewal date and plans. This offer will be sent per e-mail to the NMSBA members next Monday. These offers are reviewed on an individual basis. Even so, existing members may decline the offer and continue under the conditions of their former membership until their original renewal date.

    More info about membership types »
     

    A Giant Leap

    The NMSBA board and NMSBA staff are convinced that the above steps will help take our organization to the next level. Give us a giant leap ahead for shaping the neuromarketing industry into an international network of professionals. We thank you for your attention and welcome any questions, remarks or comments you may have.
     

    Join the NMSBA!

    Not a member yet? It is the right time to join! New members receive the book “Neuromarketing Essentials” by Peter Steidl when they join before February 15!

    Join Now »

  • January 05, 2018 10:17 | Carla Nagel (Administrator)

    Sneak Peek of GRIT Report:
    Most of the market research industry has entered the realm of nonconscious measurement usage or desire!

    Greenbook is releasing the 2017 Q3-4 GRIT (GreenBook Research Industry Trends) report soon. For all the intense industry focus on Neuroscience and Behavioral Science methods, it has been baffling to see what appears to be low penetration for individual “System 1” tools specified in past Grit reports. We suspect that this is due to the fact that “Neuro tools” are a class of methods and that when spread out individually, they appear to be less than their shared usage and impact implies. This led us to combine the following five methods which comprise the backbone of nonconsious measurement across study types: Behavioral Economics Models, Eye Tracking, Facial Analysis, Applied Neuroscience and Biometric Response. (Implicit is also a major method in this class but is not yet included in the Grit Report.)

    When we net the most prominent methods employed to capture nonconscious response, it appears that critical mass in the industry for both use (53%) and totalinterest (80%) has taken hold. No longer a “special occasion” consideration, nonconscious measurement has tipped to be embraced by the majority of the industry using one or more of the key methods available included in the Grit Report. Considering that the neuromarketing sub-industry is only about 10+ years old, this is a massive change in the thinking and acceptance among researchers and marketers alike.

    These levels would, most likely, be even more dramatic if Implicit Reaction Time Testing were included in the study as well. Implicit is perceived to be one of the fastest growing nonconscious methods in the industry given the tool’s ability to be broadly applied and enable insight in the strength of conviction consumers hold for brand attributes and associations. It is strongly recommended that Implicit be added to future Grit Reports.

    Labels In use Under Consideration Total Interest
    Net Nonconsious Measures 53% 27% 80%
    Eye Tracking 34% 21% 55%
    Behavioral Economics Models 29% 29% 58%
    Applied Neuroscience 21% 22% 44%
    Facial Analysis 20% 25% 45%
    Biometric Response 12% 20% 33%

    Also curious is the relatively high level of agreement to using or considering Behavioral Economics Models. Leveraging Behavioral Economics is highly desirable in that it has potential to have demonstrable impact on brand outcomes. The right “framing” or “anchoring” can sway a decision in a particular context and scenario testing alternative brand positioning can have a huge impact on optimizing selection. But we wonder if almost 1 in 3 in the industry are literally applying Behavioral Economics Models, or do the words “behavior” and “models” invite selection because of other associations such as behavioral surveys, media models, etc.

    To get the most accurate handle on the penetration and growth of nonconsious measurement adoption by the marketing industry, it would be elucidating to get a better sense of what people mean by these terms used going forward and be inclusive of all major nonconscious methods in usage.

    But all in all, it is worth taking note that a major milestone has been achieved and most of the market research industry has entered the realm of nonconscious measurement usage or desire!

    Ipsos' Elissa Moses will present the results and impact of GRIT at the upcoming Neuromarketing World Forum in Singapore.

    More information: www.greenbookblog.org/2018/01/02/grit-sneak-peek-adoption-of-top-20-emerging-research-methods/

  • December 12, 2017 15:32 | Carla Nagel (Administrator)

    Great news, the book "Neuromarketing Armoury" is now also available as a Kindle edition. The pre-order is available here https://www.amazon.com/dp/B0785RB3BG?ref_=pe_2427780_160035660



  • October 13, 2017 16:44 | Carla Nagel (Administrator)

    The NMSBA Student Council did a tremendous job in creating a glossary for our new web (launched December 2017). Per today we will share their suggestion in the "word of the day" - section on the internal part of the our web, for NMSBA member's consideration, so members can fine-tune and clarify the final definition. Words that will be discussed are:

    Glossary
    1. Affect 
    2. Alertness
    3. Alpha Asymmetry 
    4. Alpha Suppression
    5. Anger 
    6. Arousal
    7. Attention 
    8. Biometrics 
    9. Breathing Frequency
    10. Consciousness
    11. Consumer Neuroscience 
    12. Desirability
    13. Disgust
    14. Dopamine 
    15. Electrodermal Activity - EDA
    16. Electroencephalography – EEG 
    17. Electromyography – EMG
    18. Emotions
    19. Engagement 
    20. Expectation
    21. Eye tracking 
    22. Event Related Potentials – ERP
    23. Event Related Waveforms
    24. Facial Coding 
    25. Fear
    26. Functional magnetic resonance imaging -fMRI
    27. Heart rate 
    28. Hormones 
    29. Implicit association testing 
    30. Involvement
    31. Memory 
    32. Neuroeconomics 
    33. Neuromarketing 
    34. Neurotransmitters
    35. Nonconscious 
    36. Novelty
    37. Pupil dilation
    38. Reaction time
    39. Respiratory rate
    40. Reverse inference problem
    41. Skin conductance response - SCR
    42. Skin temperature
    43. Theory of emotion 
    44. Theory of mind 
    45. Trust
    46. Valence
    47. Value
    48. Vigilance


    II. MAIN BRAIN AREAS 

    1. Amygdala 
    2. Anterior Cingulate Cortex - ACC
    3. Cingulate cortex 
    4. Cingulate Gyrus
    5. Hippocampus
    6. Frontal lobe
    7. Insula
    8. Limbic System 
    9. Nucleus accumbens
    10. Orbitofrontal Cortex – OFC
    11. Posterior Cingulate Cortex - PCC
    12. Prefrontal cortex
    13. TPJ – Temporoparietal Junction
    14. Ventral striatum
    15. Ventral Tegmental Area - VTA
    16. Ventromedial Prefrontal Cortex - VmPFC

    Not a member yet? Join at www.nmsba.com/join

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