NMWF 2013 Program
The agenda items and speakers of the 2013 edition of the Neuromarketing World Forum are released, so you can have a look on the website for the program or read below all details.
The exciting program for 2013 will consist of diverse key note oral presentations, CEO meeting, PhD elevator pitch and much more to come. The official language of the conference will be English, but simultaneous translation into Spanish and Portuguese will be available on the main stage.
NMWF 2013 PROGRAM
The exciting program for 2013 will consist of diverse key note oral presentations, CEO meeting, PhD elevator pitch and much more to come. The official language of the conference will be English, but simultaneous translation into Spanish and Portuguese will be available on the main stage.
NMWF 2013 PROGRAM
6 March 2013
| 10.00-17.00 – Pre-Conference Masterclass – “The Brain of the Consumer” – An Introduction to Neuromarketing – Leon Zurawicki (Professor at UMASS-Boston) |
 This masterclass will focus on consumer buying behavior and decision-making and is open to marketers, advertisers and everyone that to learn more about the consumer behavior from a brain perspective. The registration fee is 299 euro for a full day (taxes included), including coffee breaks and lunch. Register now!– Brain areas and their functions (Central and peripheral nervous system. Evolution of the brain over lifetime of an individual. Synapses, neural networks and their role in memory, learning and well-being.)– Technology for the neuroscientific research (Facial expressions, Startle probes, latency measurement, lesion studies, EEG, MEG, Transcranial Magnetic Stimulation, PET, fMRI, eye tracking) – Theory of emotions (Coordination of various perceptions and their reinforcement. Multimodal perception. Illusions and misperceptions.) – What does it mean to feel a “need” and to satisfy it? (Responding to stimuli. The role of the reward mechanism. Neurobiology of love—extension to objects and brands.) – Rational vs. emotional side of buying behavior(Investing effort in making an analysis and taking a decision. Dealing with risk – with application to health care. Status quo and loss aversion – practical consequences. Reversal of preference. Temporal discounting. How behavioral economics and neuroscience converge.) – Consumer experience(How people remember experiences? Forming of attitudes and preferences. Prospection—imagining future consumption) – Wrap up: Implications of the advances in neuroscience for marketing and advertisement |
| 20:00-23:00 – NMSBA Opening Reception (NMSBA Members Only – Register here) |
| Delightful evening to meet up with other members of the Neuromarketing Science & Business Association. |
7 March 2013 (Day 1)
OPENING
| 09:00 – Registration 09:45 – Warm welcome to São Paulo! |
  – Carla Nagel, Director of the Neuromarketing Science & Business Association (NMSBA)– Marcelo Peruzzo, Local chair of the NMSBA in Brazil & CEO, IPDOIS Neurobusiness |
CONSUMER DECISION-MAKING: Totally different than we always thought!
| 10:15 – The Irrational Idea of Rational Consumer Decision-Making – Gemma Calvert (Managing Director, Neurosense Limited; Visiting Professor, Nanyang Business School) |
| – Better understanding of the consumer – Latest findings in neuromarketing and what to expect – Implications from neuroscience for how we do business |
| 10:45 – Neuropyramid: a framework on human decision-making – Jaime Romano Micha (Director, Neuromarketing Mexico) |
 – Mental processes involved in the decision making process– How information enters the brain and how this leads to decision – Implications for advertisers |
| 11:30 – Neuromarketing in politics – Antonio Lavareda |
12:00 – Lunch break
NEUROMARKETING: Build a better future for advertising
| 13:45 – Neuromarketing and Neuroscience: chance and challenge in emerging markets – Néstor Braidot (CEO, Braidot Brain Decision Centre) |
| – How we work (Neuro)marketing in Latin America – Facts and figures about the market research and advertisement industry – Good examples and best practices from Argentina and around |
| 13:45 – Effective international commercials: the resemblance in consumer responses world wide – Victor Lamme (CEO Neurensics, Professor at the University of Amsterdam) |
 – The neural signature of effective global commercials
– What brain buttons are pushed by effective TV ads?
– How to positively influence international business results
|
| 14:15 BP Case Study: How business applies neuroscience for better marketing? – Diana Gabbard (Retail Marketing, Consumer Insights EOR FVC, BP), Elissa Moses (EVP, Neuroscience and Emotion, Ipsos), Carl Marci (CEO/ChiefScience Officer, Innerscope) |
| – Perspective on how manufacturers are embracing neuroscience as insight tools – Evaluating point of purchase ad signage – Use of advanced biometrics and mobile eye-tracking |
15:00 – Coffee break
NEW IDEAS ON ADVERTISING: Marketing payback, risks and media planning
| 15:30 – Advertisement to Children – Cristophe Morin (CEO and co-founder, SalesBrain) |
 – The need for stronger policy regulating advertising to adolescents
– Encourage agencies to adopt better ethics code
– Better public health campaigns targeting children and adolescents
|
| 16:15 – What the brain tells us about succesful multimedia campaigns – Richard Silberstein (CEO Neuro-Insight, Professor at Swinburne University) |
| – Mediaplanning: how context can drive or hamper advertising effectiveness – Matching your commercial message to the right piece of media – Show cases: increase media effectiveness |
NETWORKING – Meet the most innovative minds from the international marketing & advertising industry
17:00 – Start social event
Excellent network opportunity including drinks, dinner and some sight-seeing
8 March 2013 (Day 2)
| 08:30 – CEO ROUND TABLE – Chaired by Richard Silberstein (CEO Neuro-Insight, Professor at Swinburne University) |
| This is an invitation only informal meeting between the CEO’s of the neuromarketing industry. Focus is to discuss the urgent issues in the n euromarketing field. Registered CEO’s will receive an invitation and agenda 2 weeks before the conference. |
09:00 – Registration
ONLINE (NEURO)MARKETING
| 09:45 – Neuromarketing applied to online marketing – Roger Dooley (Author of Brainfluence, Blogger on neurosciencemarketing.com) |
| – How to market directly to the online customer’s brain – Better understanding of online decision patterns – Combine neuroscientific insights with demographics and consumer groups |
| 10:30 – Changing the game of Online Marketing – Maurits Kaptein (Assistant Professor – Statistics and Research Methods, Tilburg University) |
 – How less persuasion tactics leads to more conversion– Knowing which persuasion tactic works best for every individual – Persuasion profiling: your target audience redefined |
11:15 – Coffee break
NEUROMARKETING SCIENCE TO BUSINESS
| 11:45 – Best research in consumer neuroscience (More info here) |
| The three winners of the Ph.D. Elevator Pitch challenge will present their neuromarketing research and possible beneficial outcomes of their research for the marketing and advertisement industry. |
| 12:15 – Aligning neuroscience research with business demands – Leon Zurawicki (Professor at UMASS-Boston) |
| – Merging neuromarketing into practice – Challenges for both science & business – Future outline for next 5 years of neuromarketing research and business needs |
12:45 – Lunch break
BREAK-OUT SESSIONS (Choose one of the break-out sessions on: A Best Practices; B. Indepth Tooling & Methods)
A. BEST PRACTICES
| 14:00 – L’Oreal: Consumer emotional responses to sun blockers – Billy Nascimento (CEO, Forebrain) |
| Measuring emotional responses and the added value of neurobiological measurements |
| 14:30 – Improve human behavior in São Paulo’s traffic campaign – Carlos Augusto Costa (Executive Coordinator of the center of strategic planning and evaluation of public policies and the Neuromarketing Laboratory), Marcos Antunes (Coordinator – Neuromarketing Laboratory of FGV) |
| Measuring attention, emotional engagement and memorization potential |
| 15:00 – Measure service quality with neurobiological tools – Walter Mucchiut Gimenez (CEO Estime – Neurobiomarketing), Alberto Apicella (Director Neurobiomarketing) |
| Revolutionary insights into engagement and enjoyment to improve service level |
B. INDEPTH TOOLING & METHODS
| 14:00 – What Your Face is Telling Us – Maria Pocoví (MK Manager, Emotion Explorer LAB) |
| Vision technology applied to face recognition of emotions |
| 14:30 – Dynamic analysis of static stimuli – EEG & ET Integration – Michał Matukin (Scientific Director, Human Mind & Brain) |
| Better predicting consumer behavior through EEG and Eye-tracking integration |
| 15:00 – Attention and emotional arousal in different cultures – Yener Girişken (Managing partner – Thinkneuro), Tuna Çakar (PhD Candidate Cognitive Science – Middle East Technical University) |
| The effect of culture on the subconscious mind |
15:30 – Break
IMPULSIVE BUYING REVEALED
| 16:30 – How impulsive buying behavior is triggered by subtle sounds, gestures or images – Rafał Ohme |
 – The next step after informing and creating of positive emotions– Consumer’s nonverbal, continuous, neurophysiological reactions – Best practices of small improvements that led to succesfull campaigns |
16:45 – Neuromarketing Golden Vault Award
17:00 – Drinks & announcement of next year’s conference
[…] consumer insights and the application of the results within business. The aim of this conference (see program here) is to bring together top neuroscientific research and commercial parties to discuss the key […]
[…] bridge the gap between science and business, on the next edition of the Neuromarketing World Forum (see program here), 3 PhD students will have the opportunity to present their work on the main stage of the […]