LAB at ICORIA 2010

Integration Of Eye Movements With Brain Waves - New Approach In Marketing Research

Abstract

A great amount of the human motivations are below the surface of consciousness and frequently words are not able to fully represent the mind. EEG is a continuous measure, which allows to assess emotional engagement (measured by the hemispheric dominance) during each second of the presented stimuli (Ohme et al. 2009a, 2009b, Ohme, Matukin, Szczurko, 2010). The eye-tracker is a validated tool to identify the flow of attention and the strongest attractors (Chanon et al. 2007, Hollingworth, Henderson 2002,). The aim of the research was to go further and show how combining the EEG and the Eye-tracker can enrich understanding of how advertising is processed by consumers. Such a tool could identify the influence of the presented stimuli, both in valence and perception. Moreover the results show that such a combination gives us an opportunity to distinguish particular affective elements.

LAB at PTBRIO 2010

Magdalena Jagielska i Agnieszka Wnuk będą reprezentowały LAB na XI kongresie Badaczy Rynku i Opinii Publicznej z prezentacją pt. „Wpływ kultury na reklamę. Jak innowacyjne metody badawcze mogą wspomóc zrozumienie konsumenta.”

Które elementy odbioru komunikacji marketingowej są uniwersalne, a które są specyficzne kulturowo? Czy ta sama kampania reklamowa ma szanse odnieść pozytywny skutek w różnych częściach świata?

Szukając odpowiedzi na te pytania firma LAB we współpracy z amerykańską firmą badawczą MSW Research przeprowadziła międzynarodowy projekt badawczy.

W trakcie tego przedsięwzięcia analizie poddano szereg reklam, które zaprezentowano konsumentom w 5 krajach na 3 kontynentach.

Badanie doprowadziło do szeregu ciekawych wniosków , którymi podzielimy się z odbiorcami w trakcie prezentacji. Wnioski te zostaną zilustrowane wynikami badania kampanii kilku globalnych marek min.: Axe, Nespresso,Microsoft.

LAB at ARF’s Re:think 2010

Communicating with the New Normal Consumer

A panel of CEO neuroscientists including Dr Carl Marci, Innerscope, Dr A. K. Pradeep, Neurofocus and Rafal Ohme, LAB will explore using neuroscience and biometrics to guide creative idea/message development and explore what is truly known and knowable about the brain and how it processes brand contacts.

Global Innovation

Using Biometrics to Uncover Unconscious Cues Discover how Pepsi used biometrics to build attention for two breakthrough ads in Russia.

Rafal Ohme – Founder, LABoratory & Co.

Afternoon General Session

Rafal Ohme, founder of LABoratory, Inc., will report publicly for the first time the learning from the first-ever cross border biometric creative testing experiment using six outstanding commercials, each tested in five countries. Creative tested included Carlsberg Beer, Microsoft, Nissan, AXE, Pepsi and Evian. A panel of marketers from the companies whose ads were tested will react.

Rafal Ohme, Founder, LABoratory, Inc

Prof Ohme in the AAA Newsletter

The American Academy of Advertising has published Rafal Ohme's article entitled "The Unconscious as the Third Dimension in Advertising" in its prestigious quaterly AAA Newsletter, Dec 2009.

For more information on the organization itself, please visit http://www.aaasite.org

LAB Romania

This year has been a definite year of growth and continued global expansion for the company and the opening of the Romanian office is the latest in a series of steps taken to build on the company's success.

„There is a correlation of 0,38 between a declaration of a subject and his final behavior in the store (Krauss, 1985). The words do not turn into action but within the limit of this correlation factor. One of the explanation could be that only 15% of what we feel can be verbalized- the rest

is in our subconscious and we usually have limited access to it. Our methodology has the power to help us break this barrier” says Paul Markovits, International Research Director LABoratory & Co. Romania

Rafal Ohme, Founder and President of LABoratory & Co., commented, “We’re traveling across the globe to assist our international clients. We have made the commitment to our clients to build an organization that can address these issues no matter where our services might be required. Our new Romanian office is an exciting and significant step in fulfilling our promise to the companies whom we serve.”

LAB at the Marketing Communications Week

Rafal Ohme was invited by the Finnish Association of Communications Agencies MTL to Helsinki to deliver a keynote speech at the Marketing Communications Week. The Helsinki professional events, including four seminars (Trends, Brand, Media and Communications) and a trade show take place in 2009 between October 27th and 28th with an expected attendance of over 3,000 professionals and some 400 students. The keynote speech will take place in the "Brands Seminar" of the Week on Wednesday, Oct 28th. The "Brands Seminar" is a high-profile seminar delivering insights and future visions into consumer behavior and marketing communications by first class international and Finnish expert keynotes.

marketing becoming more closely knit together to customer relations processes

structural changes within the marketing industry

consumer empowerment with new tools, social media

globalization and new technology

LAB at the 10^th National Congress of Market and Opinion Researchers

Janusz Plencler together with Katarzyna Walkowiak (BZ WBK) will give a lecture entitled “Leo, why? ‘Tysiacszescsetszescdziesiatszesc’ or on the sense of hiring foreign celebrities to advertise a bank” at the 10th National Congress of Market and Opinion Researchers that will be held on 15 and 16 October 2009 at the Marriot Hotel in Warsaw, Poland.

This is the only event in Poland that brings you a comprehensive overview of most recent consumer trends, state-of-the-art research tools and marketing innovations.

LAB at ESOMAR 2009

The following speech was qualified to QUALITATIVE 2009 THE EVOLVING HUMAN, a prestige conference organized by ESOMAR that will take place in MARRAKECH, 15 - 17 NOVEMBER 2009.

Integrating qualitative methods with biometrics Exploring consumers minds in response to TV commercials by Rafal Ohme, Magdalena Jagielska and Agnieszka Wnuk

Paco Underhill in Poland
"How to effectively use changes in consumer purchasing behavior during economic crisis"

September 14th, 2009, at the Westin Hotel in Warsaw, Poland. The special guest and keynote speaker during this conference is Mr. Paco Underhill, a world-renowned pioneer and authority in the science of consumer purchasing behaviors. Over the years Paco Underhill conducted investigations about consumer purchasing behaviors in a variety of business areas, including retail and consumer services.

Findings from his scientific researches changed the way many companies operate. His book „Why We Buy?” has become a world-wide bestseller. Paco Underhill has consulted for global corporation, including Coca-Cola, McDonald’s, Sony Corp., Citibank, Apple, Levi Strauss&Co., Procter&Gamble, Starwood and many others.

The conference led by speakers - experts in management, neuromarketing, communication and negotiation skills - Piotr Płoszajski (Professor, Warsaw School of Economics), Rafał K. Ohme (Professor, Warsaw School of Social Sciences and Humanities, CEO of LAB), and Tadeusz Żórawski (Director, Polish Division of Universal McCann) - will teach how to translate „state of the art” knowledge in these fields into a successful practice.

LAB at ICORIA 2009

The following speeches were qualified to ICORIA, a prestige conference organized by the European Advertising Academy which will take place in the last weekend of June, 25-27 June 2009 in Klagenfurt, Austria.

'Exploring Advertising Strategy in the New EU Member States: The Grounded Theory Approach' by Shintaro Okazaki, Universidad Autónoma de Madrid, Spain Andras Bauer, Corvinus University of Budapest, Hungary Radoslav Skapa, Masaryk University in Brno, Czech Republic Rafal Ohme, Polish Academy of Sciences, Poland

'Music: The Eminence grease of advertising: An integrative analysis of different soundtracks in the “Nissan Splits” TV advertisment' by Katarzyna Łopaciuk LABoratory & Co, Warsaw Poland

'Arousal and Affective Response to Music and Video-clips' by Lawrence Ang, Dept of Business, Macquarie University, Australia Michal Matukin, LABoratory & Co, Warsaw Poland Rafal Ohme, Dept of Psychology, Polish Academy of Sciences, Poland

'New approach in marketing research, reaction times and EEG measures in brand image testing: The James Bond Case' by Dorota Reykowska, LABoratory&Co., Poland Anna Choromańska, Warsaw University, Institute for Social Studies, Poland

Global Brain Week

Rafal Ohme will give a lecture during the Global Brain Week at Warsaw School of Social Sciences and Humanities, 16-20 of March.
> official poster

LAB on Wizualia

Izabela Pleszczyńska will give a lecture on: "Seducing the unconscious. An ad surfing on alpha waves." 25 March 2009, Wrocław

LAB on ForWomen

Magda Jagielska and Agnieszka Wnuk will give lecture on: “Markieting Communication, Symposium for Women” 23 February 2009, Warsaw.
http://www.dokobiet.pl/

Rafał Ohme in Miami

Rafał Ohme took part in a prestigious panel discussion: 'Customers as partners in innovation: Lessons from the Field' at the Kellogg School of Management Miami Centennial Conference Addresses Customer-Centric Innovation on Monday, January 12, in Miami.
> Additional information

LAB at AAA coference,Ohio

LAB will orginize a special topics session on neuromarketing entitled “How Neurophysical Research Contributes to Advertising Research“ at the 2009 American Academy of Advertising (AAA) Conference in Cincinnati, Ohio. The research will be presented by experts from LAB and neuromarketing theoreticians and practitians from USA, Australia, Poland and France. The speakers will present interesting results coming from case studies, and will share a sample of practical findings, useful both to clients and ad agencies.

R&D department LAB investigates the trailers of TV programs and films

Trailers from James Bond , TV series The Tudors and Rome are investigated by R&D department LAB. The results will be presented at the Neuroconnections Conference which will take place in February in Cracow.

LAB in Australia

In cooperation with profesor Lawrence Ang from the Macquaire University of Sydney LAB tests MTV music videos in Australia.

LAB at PTBRiO 2008

Dorota Reykowska, Anna Choromanska, Janusz Plencler and Bartlomiej Serafinski had a presentation at the Congress of Polish Association of Research on Marketing and Opinion.

LAB presents at prestige ARF conference in New York

The speech of Rafał Ohme, Dorota Reykowska and Ewa Witkowska (PepsiCo) entitled „Integration of neuro and conventional ad pre-test” was qualified to a prestige conference organized by ARF which will take place in New York in April 2009.

Rafał Ohme in Finland

Rafał Ohme gave a lecture entitled "Uncovering uncounsious mind of consumers" in Finland at the Advertising Seminar in Turku.

Additional information:
letter from orgnizers, press article

Rafal Ohme at the Institute of Experimental Biology

On the 20th of November Rafal Ohme gave a lecture during the jubilee symposium of the Institute of Experimental Biology. The title of the lecture was "Irrationality of homo sapiens". See the program here.

Rafal Ohme gave lectures in the US

From 29th October to 6th November in Boston, Philadelphia and New York Rafal Ohme gave six lectures on new frontiers in consumer research.

At the Marketing Department of the University of Massachuttes, he had a speech entitled "Neuro research uncovers secrets of TV ads".

At Villanova University, Busimenss School he gave 4 lectures : "How to show the logo without actually showing it", “Media planning with innovative research methods” “Integration of neuro and traditional research methods”and "Seven disoveries that will change modern marketing". Moreover, Rafał Ohme was recognized as a distinguished speaker by the faculty of the Villanova University.

Martin Lindstrom recognizes Poland’s own Professor Rafał Krzysztof Ohme, as a leading thinker and practitioner in the area of neuromarketing.

He has been particularly impressed with the work that Professor Ohme’s company, LAB, has been doing in measuring the unconscious response to advertising says Gary Singer, CEO BUYOLOGY.

He has a very practical approach that delivers real value to his clients. I’m very impressed with LAB’s multi-measurement methodology and their link to nonconcious purchase intent says Mr. Lindstrom.

LAB in Egipt

Michal Matukin and Beata Pacula gave a speech at the VIII International conference "Goods and services promotion on the Ukrainian market", which took place on November 9-12, 2008 in Egypt. The title of the speech was "How Neuromarketing conquers the World".

LAB to cooperate with BUYOLOGY

LAB and BUYOLOGY INC, the company founded by Mr. Lindstrom and four other leading thinkers, are in discussions on how best to work together to provide leading edge insights into nonconcious decision making. Professor Ohme commented: linking up with Martin and BUYOLOGY INC can offer us the world platform upon which to truly revolutionize the world of marketing. We look forward to finding a way to collaborate with these outstanding leaders in the field of neuromarketing.

The evolution of LABoratory became a fact, broadly described in the Polish media. See: Media & Marketing article

LAB on the 2nd Biennial Symposium on Personality and Social Psychology

September 18-21, 2008

A workshop by Kasia Łopaciuk, Dawid Wiener and Rafał Ohme: "Neurophysiology of Emotions (Mental Responses to Music)"

LAB at 7th Sport Marketing Days

Magda Jagielska i Agata Pawełczak had a presentation entitled Neurosport - how does supporte’s brain waves? at the international conference “7th Sport Marketing Days” in Warsaw.

LAB on the XII Congress of Neuropsychology

Kazimierz Dolny, September 19-21, 2008
Rafał Ohme, Jacek Kowalski and Kasia Łopaciuk gave a lecture on "Neuropsychology as a Practical Tool to Communicate with Consumers"

LAB on the ICORIA conference

In June 2008 LAB participated in the 7th International Conference on Research in Advertising, ICORIA.

Lab was represented by:

Rafał Ohme and Izabela Pleszczyńska who gave a speech on „David Beats Goliat: Can Neuromarketing Support Media Costs Optimalization?” and Dorota Reykowska & Anna Choromańska with a talk on „Neuromarketing: Intriguing Discoveries; Referential Analysis of Sony Bravia TV Commercials”.

LAB on the „Revolution in Communication” conference

On the 24th of July 2008 Anna Choromańska and Dorota Reykowska gave a speech titled „Images that tempt our mind” on the conference „Revolution in Communication” organised by Gazeta.pl and Foundation InternetPR.pl.