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Neuro Against Smoking


Health Warning Messages More Effective When Showing That Smokers Harm Other People

Barcelona - March 25, 2015

This is the conclusion of a pro-bono study that used neuromarketing techniques, initiated by the Neuromarketing Science & Business Association(NMSBA). The ‘Neuro Against Smoking (NAS) Project’ is an international study supporting a tobacco free environment and healthy lifestyle.

The remarkable part of this research lies in the way it was conducted. The study brings new valuable insights to the existing discussion on cigarettes warnings by integrating traditional survey methods with implicit measures - Reaction Time - which allows to explore consumers’ impulsive and automatic attitudes, provided by NEUROHM.

By combining traditional research methods with implicit Reaction Time the study came with two findings which showed that using implicit measures strengthens the result of traditional research.

  • 1.       Pictorial health warning messages are more effective than text messages only and this is a culturally independent finding. In general, warning with pictures reached higher declarative scores and at the same time the certainty of those opinions is elevated. Moreover, even if textual warnings were evaluated equally high in declarations as pictorial warnings, on emotional level warnings containing pictures are still more convincing therefore attitudes toward them are more certain, as revealed by neuro Reaction Time measure.
  • 2.       Communication oriented towards harm done to self and others is more effective than warnings focused only on smokers’ health. Again, this outcome is strong and culturally independent.  

The NAS Project also shows, that the data gathered solely by explicit declarative methods provide clear insights only in 50% of cases. However, applying Reaction Time measures enriches this score significantly:  over 25% additional insights can be derived thanks to combining explicit and implicit methods and therefore more findings can be identified. It proves that application of combined explicit and implicit measures is beneficial when looking for the most effective solution and identifying drivers.

These findings not only support actions initiated by the WHO – e.g. introducing pictorial warnings - but also suggests that pictorial messages should be carefully selected to maximize their effectiveness.

The NAS Project promotes healthy lifestyle, supports the tobacco free environment and thereby helps societies and governments in their fight against smoking.  The test was held in 24 countries, spanning 6 continents.

For more information about the NMSBA, the study and the participating countries, please visit www.nmsba.com/neuro-against-smoking.

The full Neuro Against Smoking report can be found here


About Neuromarketing Science & Business Association 
The NMSBA is a global membership based trade association for those with a professional interest in the field of neuromarketing. It aims to bridge the gap between consumer neuroscience, marketing and market research. For more information: www.nmsba.com

Participating companies/universities and countries
Design and implementation of the study:
NEUROHM – Michał Matukin

Companies/universities gathering the sample size in the specific countries:
Argentina – PromoVerGroup
Australia – RDG Insights Pty. Ltd.
Brazil – FGV Projetos
Chile – eye on media
Colombia – Mindmetriks Colombia
Ecuador – Profits Consulting Group(PCG)
Finland – Laurea University of Applied Sciences
France – Salym.me
Germany – Leibniz University of Hannover
Guatemala – eye on media
India – Terragni Consulting
Japan – Synergy Marketing
Republic of Korea – Brain & Research Inc.
The Netherlands, Rotterdam School of Management/Erasmus University
Panama – Quantix Panama
Poland – NEUROHM
Romania – Synergon Consulting
Republic of South Africa – eQ
Switzerland - Zürcher Hochschule für Angewandte Wissenschaften
Taiwan - National Taiwan University of Science and Technology
Turkey – ThinkNeuro
United Arab Emirates – haystack
United Kingdom – Marketing Sciences
United States of America - Sticky

»Click here for the press kit 


                                                                        



Participating Companies and Universities

"NEUROHM is a global neuro research & consultancy company emerged from innovative R&D started in 1997 by Dr. Ohme. NEUROHM develops and licenses new research methods based on brain waves analysis (EEG) as well as skin conductance (GSR), eye tracking (ET) and reaction times (RT). The methods have been validated in studies carried out since 2008 in 20 countries on 5 continents. "

 Country  Company  About                              
 Argentina PromoVerGroup

PromoVerGroup – Consulting Division was founded by Alejandra Salviccio during 2003 in Buenos Aires, Argentina. It offers services in marketing communications and since 2011 is focused on Neuromarketing Consulting and Research. The company is expanding its strategic alliance network and hopes to be one of the main references in Neuromarketing Research in its region. Alejandra Salviccio has over 30 years of marketing, sales, and management experience. She has held senior management positions in local advertising agencies and in large national and international companies like Adidas, Philips and Ericsson. Due to the requirements of her job she had to travel around the world. During the last years, she has become a researcher and a highly experienced consultant specializing in Applied Neuroscience (Marketing, Management & Education). She holds a BSc in Advertising, an MBA in Marketing Management and an Applied Neurosciences Graduate.
 Australia RDG Insights Pty Ltd

RDG Insights is one of Australia’s first neuromarketing and consumer neuroscience research companies. RDG Insights specialise in providing retailers and brands with the missing link between understanding the real drivers of consumer behaviour, brand strategy and operational implications at the point of sale. Specialties are: Neuro-psychological consumer profiling, consumer motive research, strategic brand positioning, customer experience design across all branded touch-points.
 Brazil FGV Projetos

As Fundação Getulio Vargas’ Applied Knowledge & Technical Advisory unit , FGV Projetos is responsible for the application of the academic knowledge generated by its schools and institutions. A pioneering effort in Brazil, FGV Projetos’ Neuromarketing Laboratory was created one and half years ago to investigate subjects’ emotional responses to publicity, product and brand stimuli. With the undertaking of various studies and reports, it aims to help managers from public and private sectors in their communications and marketing efforts. FGV Projetos’ Neuromarketing Laboratory is the most advanced facility of its kind in Latin America and utilizes academic knowledge and neuroscience techniques to help promote new trends in the influence of subconscious factors on human behavior. The laboratory offers intelligent solutions which articulate FGV’s expertise in economics and management to psychometrics and to innovative neuromarketing tools; together, these methods compose a situational diagnostic which is unique, objective, and results-oriented. The unit´s partners include NeuroLab Brasil as well as São Paulo School of Business and Administration, Escola de Administração de Empresas de São Paulo (EAESP) and the Educational Development Institute, Instituto de Desenvolvimento Educacional (IDE), both belonging to Fundação Getulio Vargas (FGV). These institutions partner with FGV Projetos’ Neuromarketing Laboratory in the realization of academic research, and promote knowledge exchange through short courses and shared activities.
 Chile eye on media

Being active in Consumer Behavior Research since 2006, Eye On Media is a pioneering and leading company in LATAM when it comes to Neuromarketing. With over 30 employees in 7 countries in Latin America we are active in 3 business areas: - “Eye On Media Neurotechnology” is responsible for consulting and sales of academic and commercial laboratories for human behavior research. Most of the top 20 universities in Latin America are our clients. - The team of “Eye On Media Lab” is in charge for the realization of consumer research studies in the commercial and academic field using technologies like Eyetracking, EEG, Facial Coding Software, GSR and other biometric sensors (sEMG, ECG, Respiration) and techniques as IAT and RTA. - “Eye On Knowledge” designs and implements academic and commercial knowledge programs to foster know-how about possibilities and limitations of technologies, methodologies, study designs, analysis and interpretation of Neuromarketing research. In the “Neuro Against Smoking” Project we intend to use additionally Eyetracking in a simple study to analyze preferential looking and emotional impact of visual stimuli that could be used on cigarette packages.
 Colombia MINDMETRIKS COLOMBIA S.A.S.

MindMetriks is considered one of the Top Latin American Companies providing high quality expertise in marketing & branding solutions for businesses that desire a highly effective execution of their business strategies. We combine the most sophisticated and innovative techniques within the field of Neuro-Marketing with traditional research methodologies to de-code the customer’s mind, to obtain clear and powerful insights which can then be applied to marketing activities and communications. MindMetriks is also an exclusive distributor into Latin America of high-end, cutting-edge technologies and tools for the neuroscience market, on behalf of European and US producers at the forefront of this sector. Technologies distributed by MindMetriks include: EEG, Eye Trackers, Biometrical Instruments and others. Once the NEUROHM study has been completed, we would be interested in collaborating with the other participants in this project for the evaluation of the Anti Smoking messages on cigarette packets with Eye Trackers and other technologies. If you are interested in being part of the Eye Tracking study please feel free to contact us at: info@mindmetriks.com.
 Ecuador Profits Consulting Group

PCG Profits Consulting Group was created 12 years ago and it began as a traditional researcher. In 2011 we decided to open ConsumerLab and became de pioneers making neuroresearch in Ecuador. Now we are the most developed and innovative consultancy in Ecuador. PROFITS CONSULTING GROUP is composed by 3 companies:
1. Profits Research: Is a research company that uses traditional methods of research (quantitative and qualitative). 
2. Consumerlab: Is a neuroresearch lab with 4 different technologies (perception analyzer, EEG, Eyetracker, GSR). 
3. Markka: It is the "marketing and advertising" magazine in Ecuador.
 Finland Laurea University of Applied Sciences

The site of the NAS-research in Finland is NeuroLab at Laurea University of Applied Sciences. The Laurea University of Applied Sciences is a well-awarded multi-faculty university producing internationally high-level new knowledge and educating future professionals for business management, security management, ICT, services, and nursing. The studies of NeuroLab combine behavioral sciences, neuroscience, economics, and social sciences in order to study how people make decisions and choices. In our experiments, we record the subjects' brain activity by means of fMRI and record eye-tracker data. People in NeuroLab have published many scientific articles in peer-reviewed international journals about human behavior, decision making and consumer neuroscience. Currently NeuroLab studies the consumers’ preferences for products prior to their introduction in the NeuroService-project. This project is funded by TEKES and by companies MTV, SRV, Valio and Mediatoimisto Voitto. The NAS-team in Finland is Sini Maunula, Sara Akerele, Sara P and Jyrki Suomala.
 France Salym.Me

After having conducted his own research, Salim Belhaddad developped a scientifically-backed predictive analysis method. For years he successfully used and abused of this system for companies he owned. He's now dedicated to perfect this baby to build a new generation of neuromarketing toolkit. This is how salym.me, a French company based in Paris, was born.
 Germany Leibniz University of Hannover
 Institute of Marketing & Management


The Institute of Marketing and Management, Leibniz University of Hannover, is convinced that Marketing Science as a bottleneck-oriented philosophy within strategic corporate governance plays a central role in the development of future-oriented success strategies. Against the backdrop of current challenges of future-oriented management strategies and the related problem solving, the Institute of Marketing and Management, Leibniz University of Hannover, accentuates different marketing trends in the attempt to develop a comprehensive management concept, including Consumer/Organizational Behaviour, Strategic/Societal Marketing and Brand Marketing, Reputation, Corporate Identity.
Guatemala eye on media

Being active in Consumer Behavior Research since 2006, Eye On Media is a pioneering and leading company in LATAM when it comes to Neuromarketing. With over 30 employees in 7 countries in Latin America we are active in 3 business areas: - “Eye On Media Neurotechnology” is responsible for consulting and sales of academic and commercial laboratories for human behavior research. Most of the top 20 universities in Latin America are our clients. - The team of “Eye On Media Lab” is in charge for the realization of consumer research studies in the commercial and academic field using technologies like Eyetracking, EEG, Facial Coding Software, GSR and other biometric sensors (sEMG, ECG, Respiration) and techniques as IAT and RTA. - “Eye On Knowledge” designs and implements academic and commercial knowledge programs to foster know-how about possibilities and limitations of technologies, methodologies, study designs, analysis and interpretation of Neuromarketing research. In the “Neuro Against Smoking” Project we intend to use additionally Eyetracking in a simple study to analyze preferential looking and emotional impact of visual stimuli that could be used on cigarette packages.
India Terragni Consulting

The foremost challenges a business faces today are in the management of two of its key assets - its employees and its customers. Terragni addresses these two challenges and helps companies build them into a competitive edge - through its People Consulting and Customer Experience Consulting Our mission is to help companies convert the dormant potential of their employees and their customers into behaviours that drive business profits: to make every customer and every employee count. With years of being corporate practitioners, our team has walked in your shoes. They know the challenges of implementing high-level, consultant-driven strategic initiatives. So we ensure that we bring in an 'implement-ability' focus to all that we do.
Japan Synergy Marketing Inc.

Synergy Marketing is a provider of digital marketing solutions. Its main products are a set of cloud services for customer relationship management, e-mail delivery, and data analysis. It also offer broader consulting services in marketing, from market research to ad hoc system development. Expected methodology for this project: EEG, eye-tracking, survey.
Republic of Korea Brain & Research Inc.

 
The Netherlands Rotterdam School of Management
Erasmus University


 
Panama Quantix Panama S.A

Quantix Panamá – The signature of the new ICT's! We are committed to develop research products applied to the Information and Communication Technologies. Mixing conventional research techniques with a Neuro focus. From Central America and Caribbean to the rest of the world. For the “Neuro against smoking project” we plan to use, besides Implicit Reaction Time, our own set of tools: FaceReader and Eye Tracking, applied to a segment of the total sample.
Poland NEUROHM

"NEUROHM is a global neuro research & consultancy company emerged from innovative R&D started in 1997 by Dr. Ohme. NEUROHM develops and licenses new research methods based on brain waves analysis (EEG) as well as skin conductance (GSR), eye tracking (ET) and reaction times (RT). The methods have been validated in studies carried out since 2008 in 20 countries on 5 continents."
Romania Synergon Consulting

Synergon Consulting performs innovative research using Behavioral Neuroscience with practical, commercial applications in: - Neuromarketing research (industry & market analysis, customer segmentation, product design testing, pricing), - Neuroeconomics (behavioral scoring systems to evaluate financial risk for banking and insurance companies), We are proud to have been selected in the top 20 global finalists for Seedcamp New York 2011 Competition to showcase our product NeuResOn - An on-line application which facilitates a more personalized consumer interaction through behavioral profiling. The methodology that we plan to use in this project it refers on using an online tool named Consumer Brain – Attitude Tester. Consumer Brain – Attitude tester its a short computer-based online tool which investigates the attitudes/prefferences towards a product and also towards the product’s place among similar others in consumer’s mind. It is focused on how the unconscious decision-making mechanisms in the brain work and provides causal factors that influence the consumer’s behavior he might not even be aware of.
Republic of South Africa eQ

eQ is a full-service media and marketing strategy agency. Our specialist fields include neuromarketing and online campaign creation and management, but as a full service agency, our offering also includes traditional marketing, branding, digital, communications, creative, media and events. eQ is a corporate member of the Neuromarketing Association of South Africa (www.nmasa.co.za).
Switzerland Zürcher Hochschule für Angewandte Wissenschaften

The Service Lab is a new competence center within the Institute for Marketing Management dedicated to enhancing the service experience for customers across a broad spectrum of industries. We are a multi-disciplinary team bringing in expertise from the fields of marketing, market research, consulting, service design and behavioral economics. We use a wide variety of methodologies including usability tests, client experience tracking, field experiments, laboratory simulations and in-depth qualitative and gamified quantitative research.
Taiwan National Taiwan University of Science and Technology

Dr. Regina W.Y. Wang is the director of D:Pal (Design Perceptual Awareness Lab) at the National Taiwan University of Science and Technology (Taiwan Tech). The lab was first set up in 2007. Under the theme of "Emotional Marketing and Branding Perception", interdisciplinary experiments relating to neuroscience are conducted primarily in D:Pal. The ultimate goal of all experiments is to tackle problems encountered by users (consumers), and bringing new insight into innovative communication design. Indexes of different neurocognitive processes in human brains are measured in D:Pal. Users' psychological and emotional reaction are recorded with the help of cognitive and neuroscience tools such as event-related potential (ERP) and eye tracking machine. Data collected from the physical mind serve as the base energy for perceptual design, providing accurate and precise suggestions for marketing and advertising.
Turkey ThinkNeuro

Who We Are •
ThinkNeuro is the first and leader neuromarketing research company in Turkey. Thinkneuro mainly utilizes EEG and eye tracking with synchronization for optimization of advertisement, media programs, logo, packaging and web sites. In addition, Thinkneurohas begun to measure BOLD data for taste and pricing studies. ThinkNeuro provides consumer insights to its clients by combining marketing and neuroscience with its expertise.

Our Campaign Methodogy •
For NeuroAgainst Smoking Campaign, ThinkNeurois planning to deploy its brand new methodology, which measures blood oxygenation levels in order to understand approach and/or avoidance dynamics towards the stimuli.
United Arab Emirates haystack

Haystack is committed to sensory and marketing research. We dive into the consumer experience to understand what triggers them. We help build your brand by engaging the consumer throughout the product lifecycle. By constantly developing and integrating new techniques, haystack is always ahead of the game and able to provide research results that are reality driven. haystack uses insights and tools from brain science to understand the functioning of the mind and how decisions are made. With reaction time measurement, facial coding, eye-tracking, EEG and GSR, we investigate product empathy, impact of product features, arousal, and associations to brands and products. haystack is globally present, yet with strong local anchoring to take into account diverse cultural flavours. On top of being the founder of the Sens Group, haystack is also a member of Esomar, Febelmar and the European Sensory Network, an international network that shares our philosophy and approach. haystack is headquartered in Belgium with offices in Amsterdam, the Netherlands and Dubai, United Arab Emirates.
United Kingdom Marketing Sciences

Walnut is the consumer neuroscience consultancy within Marketing Sciences’ full service research company owned by Creston group. Consumer Neuroscience into Action: Driving brand growth through a deeper understanding of consumer decision-making. Walnut’s consultants have the global experience, knowledge and academic discipline required to bring a holistic approach to brand growth through identification of actionable insights through neuroscience and consumer decision-making processes. Our role is to use our understanding of the theory and practice of marketing and neuroscience to show how evidence-based creative development can boost sales and reduce costs.
United States of America  Sticky Inc.

SaaS Eye Tracking - Accurate, Fast and Amazingly Affordable The first step to measuring engagement starts with: Was your message SEEN? Seamlessly integrate biometric online eye tracking at low cost and get fully automated results within one hour after fielding completion. Run your own studies to find out what consumers see and don't see, through any webcam. http://www.sticky.ad.


As Fundação Getulio Vargas’ Applied Knowledge & Technical Advisory unit , FGV Projetos is responsible for the application of the academic knowledge generated by its schools and institutions.
A pioneering effort in Brazil, FGV Projetos’ Neuromarketing Laboratory was created one and half years ago to investigate subjects’ emotional responses to publicity, product and brand stimuli. With the undertaking of various studies and reports, it aims to help managers from public and private sectors in their communications and marketing efforts. FGV Projetos’ Neuromarketing Laboratory is the most advanced  facility of its kind in Latin America, and utilizes academic knowledge and neuroscience techniques to help promote new trends in the influence of subconscious factors on human behavior. The laboratory offers intelligent solutions which articulate FGV’s expertise in economics and management to psychometrics and to innovative neuromarketing tools; together, these methods compose a situational diagnostic which is unique, objective, and results-oriented. The unit´s partners include NeuroLab Brasil as well as São Paulo School of Business and Administration, Escola de Administração de Empresas de São Paulo (EAESP) and the Educational Development Institute, Instituto de Desenvolvimento Educacional (IDE), both belonging to Fundação Getulio Vargas (FGV). These institutions partner with FGV Projetos’ Neuromarketing Laboratory in the realization of academic research, and promote knowledge exchange through short courses and shared activities.
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