2014 Neuromarketing World Forum Exciting Agenda

On November 19, 2013

The 3rd annual Neuromarketing World Forum, the industry-leading event where marketers and researchers can collaborate to grow a revolutionary new field, will take place on 5-7 March 2014 at the center of the marketing world – New York City (at Millenium Broadway Hotel, 44th St. & 7th Ave.). The agenda of the “only international meeting where scientists, multinationals and neuromarketing industry really mingle” has just been released.
After the success of the 1st NMWF in Amsterdam and the 2nd NMWF in Sao Paulo, this agenda looks even more exciting! Top professionals will share their knowledge, and highlights include keynotes from Read Montague, Antonio Damasio, Steve Genco and Graham Page.

Tuesday March 4th

Opening Reception

Wednesday March 5th

INTRODUCTION TO NEUROMARKETING (whole day) – A seminar for marketers, advertisers, and market researchers who want to understand the whole story behind neuromarketing. Led by the authors of the irreverent best-seller, Neuromarketing for Dummies, and featuring three of the top neuromarketing practitioners in the business, this all-day seminar will help you connect the dots between science and practice. It aims to explain in clear and concise terms why neuromarketing has become such a compelling topic for marketers, advertisers, and market researchers alike. Speakers: Steve Genco, Andrew Pohlmann, Phil Barden, Stephen Sands and Thomas Ramsøy.

9:00	Introducing the intuitive consumer Focus on differences from rational consumer model	Steve Genco / Andrew Pohlmann
9:30	The brain machinery behind consumer response Explanation of novelty, familiarity, processing fluency and priming	Steve Genco / Andrew Pohlmann
10:10	Break
10:35	Intuitive Consumers New science of attention, emotion, memory, and goals Key variables of neuromarketing, conscious and nonconscious variants	Steve Genco / Andrew Pohlmann
11:30	Re-envisioning decision making and consumer choice From brain processes to choices and behavior Introducing judgment heuristics into the mix	Steve Genco / Andrew Pohlmann
12:15	Lunch
1:00	Understanding the spectrum of neuromarketing methodologies When to use which methodology? An overview of strengths and weaknesses of 6 approaches	Steve Genco / Andrew Pohlmann
2:00	Improving Brand Equity Implicit response metrics focusing on better branding Illustrating case studies by Decode Marketing, Ltd.	Phil Barden
2:45	Break
3:10	TV Ad Effectiveness Redefined EEG, eye tracking for Commercials and TV ad effectiveness Case studies from Sands Research	Stephen Sands
3:55	Attention and Emotional cues Applied in Retail In-store retail optimization Case studies by Neurons, Inc.	Thomas Ramsøy
4:40	Review / Debrief / Q&A	Steve Genco, Andrew Pohlmann, Phil Barden, Stephen Sands, Thomas Ramsøy.
5:00	Networking Cocktails Combined networking drinks with Neuromarketing CEOs Optional post-cocktails dinner

NEUROMARKETING INDUSTRY LEADERS (12pm-5pm) – The only annual opportunity to discuss important topics with your peers to move the industry forward together. With the Board of Directors of the Neuromarketing Science & Business Association, Mirjam Broekhoff and Elissa Moses.

12:00	Network Lunch
1:00	Welcome & IntroductionRichard Silberstein, Chairman of the NMSBA Board Carla Nagel, Executive Director of the NMSBA
2:00	Round Table DiscussionsDelegates can pick two topics in rotation, maximum 10 per table (please indicate your preference on the subscription form) – subject to availability. Corporate Accreditation with Richard Silberstein: Why do we need an accreditation committee? Should your company be accredited? Ethics of Neuromarketing with Christophe Morin: What are the ethical implications of Neuromarketing? How are adolescents uniquely affected? Bringing Neuroscience Mainstream with Elissa Moses: How to make Neuro top of mind when thinking of Market Research Commercialization of Neuromarketing Research with Martin de Munnik: How do you sell Neuromarketing products to the market? Is there a special way to approach marketing your Neuromarketing services? Topics on Education with Gemma Calvert: There is a greater need for Neuromarketing education globally. How do we meet the growing demand? International Cooperation with Rafal Ohme: How does international cooperation benefit the industry as a whole? Why is cooperation more beneficial than competition? The Role of the NMSBA with Carla Nagel: Discuss the key duties of the only body in the world aiming to build a bridge between science & business. Knowledge Sharing with Mirjam Broekhoff: Exchange ideas on the benefits of sharing research, insights with peers and discuss the potential of the quarterly Neuromarketing Theory & Practice.
4:00	Feedback From all Tables
5:00	Combined Cocktails with the Participants of the ‘Introduction to Neuromarketing’ Seminar
6:00	Optional Dinner

Neuromarketing World Forum, Thursday, March 6: Consumer Connection

9:15	Welcome to New York!Carla Nagel, Executive Director of the NMSBA Master of Ceremonies Pranav Yadav, CEO of Neuro-Insight US
9:25	How Consumers value your Product How brand value is perceived What brain imaging tells us about brands, products and arts Read Montague, Director, Human Neuroimaging Laboratory, Virginia Tech Carilion Institute
10:05	5 Reasons Market Researches Should be Worried & 5 Ways Neuromarketing Can Help What’s wrong with traditional market research? What defines intuitive consumers, and why are they hard to measure? Learn about subconscious cognitive mechanisms used by consumers Steve Genco, Managing Partner, Intuitive Consumer Insights LLC Author of Neuromarketing for Dummies (Wiley, 2013)
10:40	Combining Objective and Subjective Information Ways to integrate data quantitatively and reliably The complementary insight on EEG and Survey methodology Applying findings to TV ads Mathieu Bertin Director of Business Process Management, Synergy Marketing, Inc., R&D Group, Japan
11:15	Coffee Break
11:45	Neural Pathways and the Path to Purchase Today’s consumers in the landscape of online, TV, social and print. Avoiding loss of synergy in the multimedia messaging How do we create the strongest imprint on long-term memory? Richard Silberstein Chairman, Neuro-Insight, Elected President of the NMSBA
12:20	Neuro Talent of the Year3 nominated students pitch their work
12:50	Lunch Break
	CASE STUDIES AND BUSINESS APPLICATIONS
2:00	Evolution, Neuromarketing and the Cosmetics Industry at Estée Lauder Historical cues for fertility and attractiveness shape an industry Understanding the purchase drivers for men and women, and how they impact the entire product experience Neurobiology is revealing how the brain is structured and how it makes decisions Daniel B. Yarosh Senior Vice President of Basic Science, Estée Lauder
2:35	FOX Sport’s Successful Innovation Around Changing Consumer Behavior Neuroscience as driver to anticipate on customer’s needs Picture-in-picture advertising as answer to commercial-skipping Added value for viewers and advertisers Carl Marci, Chairman of the Board, Chief Science Officer, Innerscope Research Peter Leimbach, VP Sales Research, FOX Sports
3:10	Coffee Break
3:40	The Growth and Effectiveness of Automated Facial Coding Emotions lead to advertising success but are hard to quantify Facial responses are an accurate and unobtrusive way to measure emotion Gather emotional insight into consumers and optimize ad effectiveness Rana El Kaliouby, Chief Science Officer and Co-Founder, Affectiva Graham Page, Vice President of Consumer Neuroscience, Millward Brown
4:15	How a Famous Bank Reinvented Communicating with Millions of Customers Analyzing the sound waves of their voices Interpreting their facial expressions Deploying a scientific persuasion model Christophe Morin, CEO of SalesBrain Samira Khamlichi, General Manager of Wafacash, Morocco
	SOCIAL EVENT – SCENIC DINNER CRUISE ON THE HUDSON
5:00	Optional Evening Activity: Scenic Dinner Cruise Join us as we set sail on the Hudson River and dine by city-light as we take in views of the famous Manhattan Skyline, The Statue of Liberty, and the Brooklyn Bridge. Mix and mingle, wine and dine – all while taking in one incredible vista after another.

Neuromarketing World Forum, Friday, March 7: Applying findings or In-depth Methodology

9:00	Welcome by Master of Ceremonies of the Day Carl Marci, Chief Science Officer, Innerscope Research
9:05	ARF Neuro 2.0* Ad Testing with Multiple Neuro Methods * Linkage to In-Market PerformanceElissa Moses, EVP Neuroscience and Emotion, IPSOS
9:10	Background on the ProjectMission of the ARF to provide insight and learning for the advertising practitioners to better assess the role of neuro tools in ad evaluation in light of in market results provided by the client sponsor consortium.Horst Stipp, EVP Global Business Strategy, ARF
9:30	Tools and Experimental Design What are the tools an how is the experimental design constructed? Some preliminary top line results Angelika Dimoka, Director of the Center for Neural Decision Making Professor, Temple University
9:50	Results: Do Neuro Methods Predict As Response The challenge of modeling the data against in-market results what are the top line indicators Russell Winer, Chair Marketing Department, Stern School of Business, New York University
10:10	Q&A by the Audience
10:25	Coffee Break
Break out sessions – Attendees have the option to choose from two distinct tracks or to switch between individual sessions to suit their interests.
	MARKETERS & ADVERTISERS: Applying Neuro Insights in Commercial WorkChair: Pranav Yadav	NEUROMARKETING BUYERS: Methodological Know-HowChair: Carl Marci
10:55	More Effective Marketing Through NeurosciencePhil Barden, Decode Marketing Ltd.	Bridging the Insight Gap: The Value of Converging Methods Gest way to integrate qualitative and quantitative measures Understanding what consumers relate to by integrating biometric analyses Abigail Rendin, Olson Zaltman Andrew Baron, University of British Columbia
11:30	How Neuroscience Can Empower (and Inspire) Marketing	Path to Validation: How to Continuously Bridge Science and Business of Neuromarketing Development of good practice Recent developments in attempts of developing industrial standards Thomas Zoëga Ramsøy, Copenhagen Business School & Neurons, Inc.
12:05	Lunch Break
1:05	Secrets & Lies: Unconscious Consumer Motivations Consumers hold contradictory attitudes Consumers hide their motivations and top values Consumers have secret brand crushes and grudges Chip Walker, Young & Rubicam	How Well Do Neural Focus Groups Predict Choice? Evidence from EEG and fMRI fMRI studies show promise in predicting responses Strengths and weaknesses of EEG and fMRI in predicting choice Both methods suggest brain markers are more predictive than self-report data Ale Smidts, RSM, Erasmus University
1:05	To be announced	Panel: Position of fMRI in Neuromarketing Martin de Munnik, Neurensics Angelika Dimoka, Temple University Bernd Weber, University of Bonn
	NEUROMARKETPLACE
2:15	Coffee Break and Drinks during the first and only Neuromarketing Market Place Learn about the newest neuromarketing technologies from the vendors themselves Shop for an appropriate vendor in our interactive marketplace Participate or listen in 5-minute elevator pitches (pitching is subject to availability) A note to vendors – this is your time to shine. Come equipped with posters that explain your technologies or approaches and pitch prospective new clients.
	Closing Key Notes
3:15	The Future of Neuro Where the industry is headed Technology developments that are coming to the field What does the future hold in this hyper growth industry Caroline Winnett, BrandNeuro
4:00	Seducing the Subconscious Future outlook on brain research applied to advertising What opportunities will follow in the future Emotional research as a bases for business and marketing Antonio Damasio, USC College Brain and Creativity Institute
4:45	Conference Wrap-Up and Announcement of Next Year’s Host City
5:00	Farewell cocktail hour