This is the third part of the interview about Neuromarketing with Elissa Moses is Executive Vice-President of Neuro and Behavior Science Innovation Center at IPSOS
Edgar Sánchez (E.S.): In your vision, in a nutshell, what is the current state of Neuromarketing and what are the things that we can expect for the near future?
Elissa Moses (E.M.): Well, I got into this area, very early I did a pioneering kind of things, and try some things for the first time and what I first got involved about ten years ago everybody was like ‘what are you talking about?” and “this is crazy” and “why do we I need this?” and “why should I believe this” and we’ve evolved. And there was a big debate between conscious and non-conscious measurement and that was a ridiculous debate and we got pass that. And what we see now are new stages in the field, maturity. And that has to do with better cooperation, we’re creating a better learning community, like we are here in this conference NMBSA and we are finding that we have more in common with each other than we have differences. Some people may prefer different tools and different applications. The truth is most neuro-tools get some emotional response engagement, the only tool is a little bit different is “Implicit Reaction”.
We’re finding that clients for instance and users are asking different questions, they are not saying: should I be taking this seriously? should I be using it? But which tool is best for which application. Which venue has the greater added value of understanding their implications of their work have to advise me. Where can I get the best cause? Where can I get the best scalability? Where can I get the best service? And so the dialogue has change, and the most exciting thing side of things is that we’re coming to the point where we are getting pass the fundamentals and we’re starting to really combine our learning to have a meta-understanding of how advertising works and how consumers respond in different situations.
At this conference for instance, in one of the papers I presented had to do with sound versus vision in advertising. Other people have talked about different aspects of creativity, we’re just raising our game, with the learning that is becoming common knowledge.
E.S.: Good! Yeah, we are in the context of Neuromarketing World Forum in Barcelona, you gave a talk yesterday. I was about emotion a common topic in almost all the talks. What is the way you define emotion?
E.M: Well, I think about it a number of ways. There is a technical answer that has to do with a physiological reaction that starts deep in the center of our brain and radiates through our body like a chain reaction and the effects are heart rate and our sweat, and you know, our pupils and our facial expressions, it’s just a whole physiological reaction. It leaves an effect on us, it leaves a residual impact. That’s different from what you may call feelings, feelings are when you talk about poetry and literature and taking those emotional reactions and putting them together in a concept in an idea, but the first is very physiological reaction and happens very fast.
E.S.: So, emotion is like a fear..
E.M.; Yes surprise, disgust happiness, all kinds of things…
ES: A feeling if I understand well could be like love, generosity…
E.M.; Yes, concern, doubt, envy, feelings are a little bit more complex.
The other thing to think about is…I think that feelings are like cords, musical cords, you don’t necessarily have one feeling at the same time, there’s bitter sweetness, pleasantly surprise, you could be surprised and horrified, you know so different signals can be happening at the same time.
E.S.: Elissa to finish. Do you have something you would like to share with people interested in Neuromarketing?
E.M: Yes, I want people to be open to understanding that there is new knowledge that is available. I recommend this wonderful book everyone starts with it is “Thinking Fast and Slow” by Daniel Kahneman. It is a great primer but there are many other books out there. But if you are Neuromarketer or not, we are all humans, we all make decisions everyday we all try to change our habits and all this kind of learning is valuable at a personal and professional level.
E.S.: Great!. Elissa, thank you very much for sharing your time and your knowledge, for showing to us your generosity. Thank you very much, it’s been a pleasure.