Digital Neuromarketing: Capturing Consumer's Gut Instinct – Hosted by the MCC and ICT Committees

Dr Eamon Fulcher, Director, Research and Development , Split Second Research

Venue : Stamford American Auditorium (AmCham Office, 1 Scotts Rd, #23-03 Shaw Centre)

Date : May 12, 2017

Time : 8:00 AM - 9:30 AM

Price : $0.00

Description

Implicit reaction time tests (IRTs) are one of the fastest growing approaches in market research. Online, objective and cost-effective, they capture consumers’ immediate, gut instinct or subconscious responses to brands, campaigns, new product concepts, packaging designs, sensory stimuli and a vast array of other marketing related outputs. Free from the biases of conscious rationalization and distracting ploys inherent in quantitative and qualitative research, IRTs offer marketers a chance to study consumers at a deep, emotional level and predict their behaviour more accurately than has previously been possible.

In this talk, Dr Eamon Fulcher will highlight some of the very latest implicit approaches, including the ability to capture consumers’ emotions on the fly using mobile devices and swipe based responses. With over 25 years of experience in the design and development of implicit response time research methods, Dr Fulcher will demonstrate using actual case studies how these techniques can be used effectively to get deep inside the consumer’s mind and how the integration of implicit data and explicit feedback (e.g. from surveys or focus groups) can predict consumer purchasing behavior with greater accuracy than either approach alone.

About the Speaker

Dr Eamon Fulcher
Director, Research and Development
Split Second Research

Dr Eamon Fulcher is the Director of Research and Development at Split Second Research. He is a cognitive behavioural psychologist with over 25 years in implicit research technology.
  Dr Fulcher obtained his PhD in the field of neural networks at Imperial College, London and has spent most of his career in academia at the Cognitive and Brain Sciences Unit at the University of Cambridge and the University of Murcia in Spain. In 2012, he left academia to focus on commercial projects in neuromarketing, spending five years as the CTO of Neurosense Limited prior to establishing Split Second Research with Dr Geraldine Trufill and Professor Gemma Calvert, one of the early pioneers of neuromarketing. His research has focused on evaluative conditioning and pre-environmental behaviour associated with climate change as well as research on public attitudes to road safety and the use of reaction time testing in the area of voting behaviour.