Все больше компаний обращаются к нейромаркетингу. Эта противоречивая практика подразумевает изучение мозга потребителей, анализ того, как и почему мы реагируем на определенные стимулы, чтобы влиять на наши решения. Она основана на идее, что 90% решений, которые мы принимаем, принимаются на подсознательном уровне. Если бренд может напрямую обращаться к нашему «внутреннему инстинкту», минуя разум, он будет продавать больше продуктов.
Одна из компаний, которая использовала нейромаркетинг, — McDonald’s. Они разработали духи, которые были тонко распылены в ресторанах, чтобы усилить ассоциацию с брендом и повысить продажи. Proctor & Gamble также попробовала подобный трюк. Продажи стирального порошка Ariel выросли на 70% после того, как под крышку был помещен искусственный ароматизатор.
Но является ли игра с нашим подсознанием, чтобы побудить нас покупать больше вещей, маркетингом или манипуляцией? Где мы проводим черту?
Таймкоды
00:01 Введение
- Мари, раскрепощенная женщина, рассказывает о своих предпочтениях в косметике и еде.
- Она часто посещает ресторан с бургерами и заказывает билеты на поезд через туристическое агентство.
- Мари считает себя свободной женщиной, покупающей товары, потому что она того стоит.
01:00 Нейромаркетинг
- Мари не осознает, что запахи фаст-фуда и фотографии из путешествий созданы для пробуждения эмоций.
- Слоган банка и крем для тела разработаны для управления мозгом.
- Эти методы основаны на нейробиологических технологиях, таких как МРТ и ЭЭГ.
02:07 Экспериментальный магазин
- В Париже проводится эксперимент по изучению поведения покупателей в супермаркете.
- Эрик Санглер из BVA отслеживает реакции людей с помощью очков, фиксирующих движения глаз.
- Эти очки помогают понять, какие элементы вызывают желание купить что-либо.
04:41 Манипуляция подсознанием
- Цель нейромаркетинга — манипулировать подсознанием для побуждения к покупке.
- Электромиограф отслеживает эмоции, вызванные рекламой, и выявляет тонкие, незаметные эмоции.
- Пример с рекламой McDonald’s показывает, как упаковка и изображение продукта вызывают сильные эмоции.
07:37 Влияние на детей
- Эксперимент в парижской школе показывает, как McDonald’s влияет на детей.
- Игрушки в McDonald’s привлекают детей, что приводит к частым посещениям ресторанов.
- 95% семей посещают McDonald’s из-за детей, что делает бренд очень прибыльным.
10:23 Интервью с Роем Бергольдом
- Рой Бергольд, бывший менеджер по маркетингу McDonald’s, рассказывает о стратегии привлечения детей.
- Игрушки и подарочные сертификаты используются для создания ассоциации McDonald’s с брендом.
- McDonald’s инвестирует в маркетинг для детей, что приносит значительные доходы.
13:36 Иск против McDonald’s
- В Сан-Франциско против McDonald’s подан иск за использование маркетинговой стратегии.
- Моне Пархем, мать из Сакраменто, ведет судебные тяжбы, чтобы прекратить влияние компании на детей через подарки.
- Пархем считает, что McDonald’s использует уязвимость детей для удержания клиентов.
15:24 Запрет на игрушки в Сан-Франциско
- Власти Сан-Франциско запретили продажу игрушек в магазинах Happy Meals.
- Законодатели Нью-Йорка рассматривают возможность введения аналогичного запрета.
15:40 Исследование влияния маркетинга на детей
- Педиатр Том Робинсон провел эксперимент, показавший, что дети предпочитают еду из McDonald’s.
- Дети считали еду из McDonald’s вкуснее, даже если она была одинаковой.
16:47 Нейромаркетинг и McDonald’s
- Крупные бренды, такие как McDonald’s, могут влиять на мозг потребителей.
- Исследования показывают, что информация о бренде активирует префронтальную кору, влияя на восприятие вкуса.
18:40 Искусственные ароматизаторы
- McDonald’s использует искусственные ароматизаторы для влияния на потребителей.
- Исследования показали, что запахи увеличивают восприятие бренда на 7%.
21:46 Этические вопросы
- McDonald’s отрицает обвинения в нейромаркетинговых исследованиях.
- Компания сотрудничает с Neurosense, которая проводит исследования для McDonald’s и других брендов.
24:47 Исследования в Оксфордском университете
- Профессор Чарльз Спенс участвовал в проекте для сети бургерных, исследуя влияние ароматов на мозг.
- Исследования показали, что ароматы McDonald’s вызывают положительные эмоции и увеличивают кровоток в мозге.
27:07 Нейромаркетинг и McDonald’s
- McDonald’s тестирует продукцию, чтобы выяснить, увеличивает ли она приток крови к мозгу.
- Ассоциация потребителей США осудила эту практику как скрытую от клиентов.
- McDonald’s отказывается отвечать на запросы об интервью.
28:34 Интервью с главой McDonald’s France
- Глава McDonald’s France рассказывает о росте компании во Франции.
- Интервьюер спрашивает о нейромаркетинге, но глава отрицает использование таких методов.
- Интервьюер утверждает, что McDonald’s тестировал запахи с помощью МРТ.
30:25 Подтверждение использования МРТ
- Глава McDonald’s признает, что компания использовала МРТ для тестирования запахов.
- Интервьюер требует доказательств, но глава отказывается предоставить их.
- McDonald’s угрожает судебным иском за распространение ложной информации.
31:53 Интервью с Пьером Воццеком
- Пьер Воццек, глава отдела стратегии бренда, подтверждает использование МРТ для тестирования запахов.
- Он объясняет, что это было сделано для проверки соответствия запахов бренду McDonald’s.
- Воццек признает, что тестирование не увенчалось успехом и было прекращено.
35:36 Нейромаркетинг в современном мире
- Все больше компаний специализируются на нейромаркетинге.
- Neurofocus, компания, работающая с подсознание людей, отказывается давать интервью.
- Нейромаркетинг используется для изучения реакций людей на раздражители и влияния на их эмоции и подсознание.
38:21 Патрик Рабуа и его бизнес
- Патрик Рабуа живет на западном побережье США и основал бизнес под названием Sales Brain.
- Его клиенты — бизнесмены из Орегона, включая владельцев ресторанов и продавцов сельскохозяйственных товаров.
- Патрик разработал метод, объединяющий неврологию и методы продаж, чтобы влиять на принятие решений клиентами.
39:04 Влияние на мозг рептилии
- Патрик использует упражнения для обращения к первичным инстинктам клиентов.
- Мозг рептилии инициирует принятие решений, а не является их инициатором.
- Цель — устранить боль и страхи клиентов, чтобы стимулировать покупки.
40:00 Опасности и манипуляции
- Патрик учит клиентов проникать в суть проблемы, чтобы устранить боль.
- Манипуляция людьми — это часть бизнеса, но потребители должны понимать, что компании делают для продажи продукции.
- Патрик путешествует по миру, распространяя информацию о нейромаркетинге.
41:30 Нейромаркетинг во Франции
- Патрик возвращается во Францию по просьбе крупных компаний.
- Нейромаркетинг во Франции считается запретной темой, так как люди путают манипуляцию с убеждением.
- Патрик помогает клиентам понять, что стакан наполовину полон, а не наполовину пуст.
42:49 Конференция в Ницце
- Патрик проводит конференцию для сотрудников Credit Mutual Bank.
- Цель — научить продавцов понимать, чего хочет мозг клиента.
- Конференция вызывает споры, так как это может быть похоже на манипуляцию.
45:53 Этические вопросы и законы
- Нейромаркетинг позволяет манипулировать людьми, но продукт остается прежним.
- Во Франции существуют законы, ограничивающие использование нейробиологии в коммерческих целях.
- Маркетинговые исследования с использованием МРТ запрещены законом.
47:39 Примеры использования нейромаркетинга
- Французские железные дороги тестируют веб-страницы для продажи билетов.
- Используются различные ароматы и изображения для активации системы вознаграждения.
- Цель — упростить процесс покупки билетов и сделать его более осязаемым.
50:33 Будущее нейромаркетинга
- SNCF ежегодно продает более 60 миллионов билетов через свой веб-сайт.
- Компания активно внедряет нейромаркетинг в свои продукты и услуги.
- SNCF также занимается продажей авиабилетов и других туристических услуг.
51:21 Исследование и нейромаркетинг
- Компания SNCF проводит исследования, чтобы понять, что нравится и не нравится клиентам.
- Сайт SNCF посещают около 80% французских интернет-пользователей.
- Используются методы нейромаркетинга для изучения реакции мозга клиентов на сайт.
52:09 Использование МРТ
- В Бельгии SNCF использовала МРТ для изучения реакции мозга клиентов на сайт.
- В Франции такие методы не применяются регулярно из-за законодательных ограничений.
- Статья 1614 Гражданского кодекса Франции запрещает использование МРТ для маркетинговых целей.
54:06 Запрет на нейромаркетинг
- Во Франции нейромаркетинг запрещен, кроме случаев, предусмотренных законом.
- Журналист впервые задает вопрос о запрете нейромаркетинга во Франции.
- Компания не хочет, чтобы зрители думали, что это широко распространенная практика.
54:46 Заключение
- Нейромаркетинг используется для улучшения мира и удовлетворения потребителей.
- Примеры: сети магазинов гамбургеров, банкиры и косметические кремы.
- Потребители будут удовлетворены, просто открыв свои кошельки.
Ссылка – Таймкоды сделаны при помощи Нейросети YandexGPT https://300.ya.ru/v_1mQtRM0S
Расшифровка видео
0:01
my name is Marie and I’m a liberated woman I lead my life as I wish which is why I’ve chosen this
0:09
brand the skin cream I can’t do without it the sensation when I apply it it’s a
0:15
real pleasure when I get home from the gym I often stop at this burger
0:23
restaurant I love its smell and the toasted bread and it’s so nice inside
0:31
I reserve my train tickets through this travel agency there are so many images there that make me want to get a return
0:36
trip to the sunshine it’s like my bank I recently
0:42
changed over to this Credit Company I took out a loan for what I need to buy for the
0:49
kids my name is Marie and I’m a liberated woman all these products
0:54
because I’m worth it
1:00
well Marie do you really think you’re a free and liberated woman do you know the smell of fast food is deliberately
1:06
designed to produce an emotional reaction the travel pictures are deliberately chosen to arouse your
1:14
desires the bank slogan is espcially created to play on your [Music]
1:20
fears and your body cream has been developed to spark a desire from within your
1:26
brain you didn’t realize that of course why should you
1:32
it’s all calculated using the latest technology from Neuroscience like an MRI or an electro
1:38
enfal these new sales methods have a specific technique to control your brain it’s called
1:48
neuromarketing but my dear consumers you’re not meant to know about it neurom
1:53
marketing is a taboo subject among the companies of the 21st century come on
1:58
activate your neurons we’ll introduce you to the best kept secrets of the major brands you know
2:04
[Music] well one marketing company has exceptionally agreed to show us how one
2:11
Mass Market retailer studies your behavior and incites you to
2:17
buy we meet up in central Paris a typical looking building and whoops this is our floor on
2:25
the door a somewhat unusual sign and inside not a Parisian
2:32
apartment but a supermarket we call this an experimental
2:37
store and it’s in this kind of shop that we’ll ask people to pretend to do their shopping it allows us to study their
2:46
behavior Eric Sango works for bva a market study agency whose clients include some well-known brands that test
2:53
new packaging and placements on a store’s shelves
3:03
from his observation post Eric sangler tracks the consumer’s slightest reaction in the stores
3:09
aisles they’re volunteers from the public in the street below each wears a strange looking pair
3:16
of glasses worth €20,000 using a system of red dots the
3:23
glasses record each movement of the eye to the nearest millisecond it’s known as an eye tracker
3:32
now here you can see she’s looking in a specific area for a product that interests
3:37
her there she’s found it and it’s what we call a direct purchase something she hasn’t looked at too
3:45
closely we’ve also put on the glasses suddenly we seem to see everything so much more clearly they demonstrate
3:52
exactly which elements spark our impulse to buy something without us knowing by analyzing the look
4:00
and its direction can you analyze what’s going on inside the brain
4:05
somehow well the tools permit us to go beyond words and to better understand
4:11
how the human brain works and how individuals reach the decisions that
4:16
they take for example how the shape of the spoon in the mashed
4:22
potatoes the color uh or the design of the Mash’s image will capture one’s
4:27
attention so it’ll go some way to explaining the elements that help us reach a decision
4:34
on a subconscious
4:40
level playing with your subconscious to make you buy something is the aim of this new high-tech
4:46
marketing which makes us think of a word that like marketing begins with an M
4:53
manipulation let’s check the dictionary manipulation the state of
4:59
being manipulated shrewd or devious management especially for one’s own Advantage without the subject’s
5:07
knowledge without the subject’s knowledge here precisely is the new tool of bva the first neurom marketing device
5:14
being developed in France the electromyograph its inventor is Olivier drer a researcher in
5:22
Neuroscience Nestle and L’Oreal have already signed up to test their ads using this machine it’s subconscious
5:28
that every time you watch a izing your brain receives and acts on millions of different bits of
5:33
information they provoke emotions you’re not even aware
5:39
of the electrodes on the face and fingers allow these to be
5:45
tracked there’s one muscle it’s called a zig Matic or more smiling muscle even if
5:51
the muscle itself doesn’t smile of course you can detect an electromyographic Impulse that’s the
5:57
corrugator which is activated during most negative emotions this method is interesting
6:03
because it detects subtle discreet and often subconscious emotions he’s so cute the importance of
6:11
the subconscious as marketing is not hard to understand here’s an ad for McDonald’s new line of
6:18
hamburger he so cute it’s so chubby oh you’re too cute
6:24
some Tabasco a bun scattered with Paprika a new red chili pepper the reactions the human guinea pig are
6:30
registered by the different curves now that’s more than just an Impulse it’s almost at maximum
6:38
level we can comfortably say there was a strong positive
6:44
emotion after the test Olivier Dres asks the lady at what point did she feel more
6:49
emotion
6:59
me it was then then well actually it’s when we saw the hamburgers oh
7:05
really well before there was a little emotion but the peak comes when we see the pack
7:14
shot the pack shot is the image of the product it was at this point that the lady became excited and there was an
7:19
emotional Peak I’m a little bit surprised as I
7:26
thought uh it was more the character herself I didn’t think it would be the brand that influenced
7:34
[Music] me the impact is not just coincidence but the results of our brain being
7:40
worked on from an early age it’s something you notice by conducting a little experiment in a
7:46
class in a Parisian school good morning boys and girls I’m going to show you some
7:52
pictures under which there are some words WR when you don’t recognize them you say
7:57
I don’t know but when you do recognize the more you recognize shout out its
8:02
name all right understood it’s start the kids in this class are barely 5 years
8:10
old Euros very good
8:17
great hey hey
8:23
okay this no okay nothing surprising so far
8:29
then but Apple
8:35
telephone computer yes okay and now even
8:42
louder
8:47
[Music] McDonald’s and we go there why [Music]
8:54
T how can McDonald’s have made such an impact on 5-year-olds [Music]
9:01
a simple test in front of one of their restaurants provides the answer who decided to go to McDonald’s
9:08
the kids the kids why does the child like it because there’s a toy inside that’s
9:16
it it’s just for the toy he doesn’t even eat he just plays with the toy since I have three kids that’s three
9:24
toys oh for the toy definitely uh he eats hardly anything does your child get
9:29
upset if you don’t go to McDonald’s yes there you are look right now he’s he’s all
9:39
crossed and this is McDonald’s weapon of mass attraction this toy which may not
9:44
look like much but it’s highly profitable this is a confidential document from a US Association of
9:50
McDonald franchises it shows that 95% of families that visit McDonald’s do so as a result
9:57
of their kids [Music]
10:03
in the game of cat and mouse children have little hope of escaping the clutches of [Music]
10:11
McDonalds the brand has made sure it will indelibly mark their [Music]
10:16
[Applause]
10:23
Spirits the man who introduced toys to McDonald’s has agreed to be
10:28
interviewed he lives in a remote part of Arizona and to find him takes you down
10:33
many Windswept Dusty roads to be honest we did get lost at one
10:40
point but we did finally find his Ranch before retiring with his wife and
10:48
horses Roy bergold was in charge of world marketing for
10:53
McDonald’s he worked for the fast food giant for more than 30 years started in uh
11:00
1969 so that was a long time ago and we didn’t we only had uh like I say we had
11:07
about 600 restaurants in the United States and none internationally and now
11:12
I think they’re in about I’m not totally sure but I think they’re in about 140 countries now and I started about 100
11:19
countries the man who knows all the secrets of the multinational brand agrees for the first time to talk money
11:26
on camera he denies nothing about the methods McDonald’s used to become one of
11:31
the wealthiest brands in the world and he explains why Ray Croc the company founder decided to focus on
11:39
children if you can uh get the child at you know four five six years old to come
11:45
to to McDonald’s he’s probably going to continue to come uh as a teenager and as
11:50
an adult and then to bring his kids so Ry always said if you have $1 to spend
11:57
on marketing spend it on kids marketing giving a hamburger to a friend the toy was the first marketing strategy aimed
12:03
at attracting children with the clown Ambassador Ronald McDonald 50 gift certificates to everyone it’s a nice way
12:10
to [Music] say advertising featured
12:16
restaurants schools it reached its Target to associate McDonald’s with a
12:21
brand stamping field good factor in the minds of future customers
12:28
[Music] that way you’re not you’re not a a
12:35
commercial you’re not there telling kids to do something you’re simply giving a message that’s important to that kid and
12:42
to his parents and his teachers and whatever Ronald is less in evidence these days here’s the Happy Meal a new
12:50
character that’s very successful McDonald’s has an annual turnover of 47
12:56
billion we just plant the idea of fast food McDonald’s in their mind and again
13:03
that translates into I’m hungry I think I’ll go get something fast that’s McDonald’s and that’s sales and that’s
13:10
the way it works that’s marketing muscle and we do know that if you can be a top
13:16
of mind with a person in other words if they think I’m hungry McDonald’s that’s
13:22
going to be great that’s going to get you a lot of business so we really believed in the power of marketing and
13:28
how we could be uh how we could have the top of Mind awareness of a
13:35
customer it further to the west of Arizona in San Francisco for the first
13:41
time a suit has been filed against McDonald’s for using this type of marketing
13:49
[Music] strategy it began with a housewife and
13:55
mother in Sacramento California Monet param has a 4-year-old and an
14:01
8-year-old daughter and a collection of knick-knacks gathered during their stops at the fast food chain for months now
14:09
she’s been in a legal Wrangle with McDonald’s she wants the company to stop influencing kids by using presents I
14:16
think it’s it’s disgusting you know they’re going any way they can to get to
14:22
these small children so they can get a hook in them and keep them as customers for life but you cannot say no I mean
14:30
absolutely the D absolutely and I say no all the time I say I I say no all the
14:36
time but I also don’t want them Hearing in terms of marketing that hey this is
14:43
cool you should get you know this meal because you can get this toy and then you get all the fat and the sugar and the salt that comes with it um it sort
14:50
of normalizes the behavior for young children it’s okay cuz Barbie’s you know label is on it you know they’re not able
14:57
to think that through and process it that in a way that helps them make a healthy decision so I have to do that
15:02
for them and have to say to a company like McDonald’s I want you to stop talking to my kids Lauren I just need a
15:09
few minutes okay somebody mon param is not alone in this
15:14
fight an increasing number of Americans accuse McDonald’s of taking advantage of children’s
15:23
vulnerability in addition the city of San Francisco has now banned toys from being provided in the happy
15:29
I must have it activate disguise generator legislators in New York are thinking of doing the
15:39
same at Stanford University at pediatrician has proved the impact of such marketing on
15:46
children Tom Robinson used an enlightening method he placed some french fries in
15:53
McDonald’s packaging and some in a plain unmarked box he then asked 60 children
15:58
to try them and this is what he found out overwhelmingly kids thought the food or
16:06
or kids pointed towards the food from McDonald’s that they thought was from McDonald’s even though all the food was
16:11
the same if they thought a food came from McDonald’s they actually thought it tasted better so um not just whether
16:18
they would choose it and not just whether they they wanted it but actually whether it tasted better to
16:25
them yes dear parents educating your little Darlings has made no easier when one brand shapes their taste buds from
16:32
the age of three to the extent of making them prefer its products to all the rest ice cream is got St you said
16:47
it the major brands can do this because they know how to penetrate deep in sight the front part of the brain the
16:54
prefrontal cortex
17:01
us researcher Samuel McClure made the discovery for several years he’s been
17:06
scanning customers using an MRI a magnetic resonance imaging
17:13
scan the large electromagnetic machine detects the flow of blood to the activated parts of the
17:20
brain you’re going to go to in you’re lie down in this bed and it’s going to slide you in about up to your waist
17:26
right now there are some really important things cuz measuring your brain activities so you have to stay really still that’s a big deal in 2004
17:34
Samuel McClure conducted an experiment that gave rise to neurom marketing inside the MRI the guinea pigs were
17:41
given Pepsi and Coke without being told which was which a majority preferred the
17:46
Pepsi when they were told which brand before drinking 3/4 preferred
17:54
Coke as soon as you have brand information the pattern of brain activity changed entirely we got
18:02
recruitment of the prefrontal cortex which then we believe biases these sort
18:07
of more basic structures related to taste so biases them to actually respond
18:12
more vigorously and make you think that you actually like this
18:18
more by being embedded in our brains at a very young age a brand like McDonald’s can make us become addicted to its
18:27
products I’m I think I’ll go get something fast that’s
18:32
McDonald’s the multinational doesn’t stop there in its attempts to influence the
18:39
public during our investigation we discover McDonald’s has been using customers brains to try out artificial
18:47
[Music] flavors we managed to speak to one of those responsible for these secret
18:54
studies on condition of anonymity he reveals what happened this is not mind science fiction we able
19:03
to get consumers of that brand put them in a brain scanning machine measure
19:08
their emotional response when we presented them with the fragrance now that project is still under test but
19:17
positionally and theoretically the brand is very interested in this concept has
19:23
it been applied in some restaurant it has been applied successfully in some restaurants in Germany and France and
19:29
one or two in the UK can they measure that changing the fragrance was successful they did brand perception
19:36
research and they saw 7% increase in the brand perception index now what they’re
19:43
doing is uh looking at the distribution chain to work out how they can implement
19:49
it Fly we have a document that details the
19:55
study it explains that if the flavor is too obviously present rational thought will uncover the ploy that will then
20:01
become ineffective as part of the test
20:07
McDonald’s apparently placed some of the odor in its cleaning products to subtly be diffused without the client realizing
20:13
what was happening today it’s been proven that a
20:20
smell that provokes a positive emotion will increase sales Proctor and Gamble one of the
20:27
world’s biggest Mass Market retailers used an artificial perfume under the lid of one of its washing liquid Brands
20:35
aiel as a result sales increased by
20:40
70% Martin Lindstrom knows this kind of method well I’m trying to the Dane is one of
20:47
the most successful neuromarketing Consultants among his clients is [Music]
20:54
McDonald’s smes is the only sense we have which is bip passing the rational
20:59
part of our brains and go straight to the emotional part of the brain and even though I would tell you that they’re
21:05
manipulating that smell I would still not be able to say hey I don’t want to be affected by it because that smell
21:10
goes straight to the emotional part of my brain so the rational filter cannot say hey don’t be affected by
21:18
it we know what you’re thinking from now on you’ll never look at a McDonald’s employee in the same way open
21:25
the or a shine on the by experimenting on its customers brains
21:32
and using a perfume that will make us buy more is the company really respecting its ethical
21:38
[Music]
21:46
Charter on its website the company claims we operate our business ethically
21:53
sound ethics is good business
21:58
we ask McDonald’s directly but the company refuses any comment in three successive emails it
22:05
denies the charge and States McDonald’s has never conducted any neuromarketing
22:10
studies and yet we track down the company that surveyed consumers in MRI machines on behalf of
22:17
McDonald’s it’s called neurosense and is based in London
22:22
[Music]
22:28
on the internet it lists its major clients they include GSK a pharmaceutical laboratory
22:35
unila and
22:41
McDonald’s okay’s boss is JMA Cal sh you some uh various Brands and
22:49
products her work centers on making sure a product an advertisement or a smell will act positively on the consumer’s
22:55
brain what’s known as the reward C it it’s the holy grail for all
23:06
companies this small region which lies deep in the lyic system part of the reward Network this is the nucleus
23:14
cumbent and it has lots of dopamine neurons so dopamine is the kind of Feelgood molecule which is in the brain
23:21
and it’s expressed for example during sex it’s expressed with uh cocaine and
23:27
other pleasurable experiences such as EOC looking at product you can activate
23:33
this the same part of the brain that people who are taking drugs or something like that that’s right these are all
23:40
reward centors they pleasure areas of the brain which is why people buy them so
23:47
[Music] much so this is the future that lies in
23:52
store for us thanks to neurom marketing it’s what might happen to your
23:59
brain by simply walking into a
24:05
shop tempting isn’t it the website you have several uh
24:11
Brands you have mcdonal yeah we work for a range of companies um and across a
24:17
very broad range of their products and uh for a very large number of questions
24:23
with those companies and you are able to say what you do for this company of course we have ndas um with many of
24:30
companies just like any other market research company what do you mean by I’ve got to stop there can sorry
24:35
restricted by confidentiality agreement JMA calet cannot talk about
24:41
McDonald’s but another researcher will prove far more enlightening we meet at Oxford
24:48
University’s Department of experimental
24:54
psychology and going into the laboratory we discover
25:01
it’s alive it’s alive it’s alive uh no actually what we see is this
25:09
a professor who specializes in neurom marketing and who took part in the studies for the fast food giant before
25:16
the interview Charles Spence says he won’t mention McDonald’s name on camera listen carefully to what he has
25:22
to say he’s a little bothered but what he does say is very interesting
25:29
we’ve done been involved in a project for one of the uh uh Burger chains were interested in
25:37
uh launching store fragrance so they uh funded a number of project to try and
25:43
say can brain scanning as one of those techniques help us to choose perfume a b or c uh and there um what the
25:52
researchers were looking for was an increase in the blood flow um in the parts of the brain um responding sort of
25:59
uh flavor and reward when one fragrance was paired with McDonald’s imagery so
26:05
you showed the the logo of McDonald’s and then you make people smell the new fragrance so um for the burger chain um
26:13
I’m saying which one uh oh you said you just say it was Bal no I didn’t you did
26:20
no no you said I said a burger chain all right let’s check with McDonald’s
26:26
imagery with McDonald’s imagery
26:32
uh was a question again the researcher says the majority of people scanned were
26:37
women typically with two children guarantee kids don’t forget are one of
26:42
McDonald’s principal targets consideration sincerity then when he doesn’t realize he’s being filmed
26:49
Charles Spence will give us the very proof we’ve been looking for and here they are McDonald’s small
26:56
artificial perfume bottles that’s one of the uh one of the McDonald’s
27:02
fragrances and it does indeed smell nice so it was to diffuse on the product
27:12
or store in store that was one of the other ones because it doesn’t smell uh
27:17
burger no exactly for Fruity bit floral for healthy for healthy
27:24
rebranding this kind of practice is completely hidden from the client
27:29
something commercial alert a US consumer Association has strongly condemned Jeffrey Chester is its spokesperson we
27:36
show him the interview to choose between two uh fragrance when one fragrance was
27:42
paired with McDonald’s imagery versus one of the other ones when McDonald’s is testing its products to see whether or
27:48
not it increases the blood flow to the brain what it really says is that um
27:54
consumers are not being given a fair chance have any choice so consumers
27:59
today are being heavily influenced by multiple neuromarketing campaigns that
28:07
raise questions about how long will we be able to engage in truly independent
28:13
action McDonald’s still refuses to respond to our various interview requests so we had to interview them at
28:19
a conference called let’s dare France a forum apparently for companies who dare
28:25
the head of McDonald’s France is there of course and is about to
28:33
speak and the Executive Vice President for McDonald’s
28:38
Europe luckily it’s open to the media and yes that’s us down
28:46
there yes it’s true I started up McDonald’s here in 1985 we had just 17 restaurants then
28:54
France now represents 4.2 billion in turnover in a few years we have not just
28:59
become the second largest market after the United States but we’ve also learned how to DARE when sometimes it’s better
29:07
to say sorry than to ask permission it’s quicker especially for the large
29:13
[Music] multinationals after the speech it’s our turn to ask a few
29:22
questions hello Mr P Elise Lu from France TV we’ve sent several interview
29:27
requests to your office and since we never received a reply I’m daring to interview you now have you dared to use
29:33
newer marketing techniques in the McDonald’s group no no NE marketing no no I said no
29:40
we don’t use that sort of technique well the thing is we have definite information that shows you placed mothers of children in MRI scans in the
29:47
UK mainly to test new odors that might then be used in McDonald’s Outlets so we
29:53
know that yes you have used it I don’t know what they might do in England that’s not my resp responsibility but it
29:59
would surprise me a lot actually because I don’t see the point of artificial smells well that’s exactly what they are
30:06
no I didn’t think that was done in England I can assure you it was well you’ll need to prove it oh but I can prove it it was done through the
30:12
intermediary of a company neurosense and by a university Professor called Charles Spence who was also involved in the
30:18
research and who confirmed it and provided documents showing that it was carried
30:24
out well show me the documents doubt it doesn’t it shock you to put mums inside
30:31
an MRI scan to see what’s happening inside their brains I I would be deeply shocked
30:37
that’s not the way our company works and to answer your question at the risk of contradicting you well not at all your answer would be great I categorically
30:45
denied I don’t doubt it but we’re certain of our facts it’s just one Professor who gave you some information
30:51
no no no no we’re absolutely sure of it and besides neurosense is the company it’s the company that use the MRI scans
30:57
and they’ve even put you on their website where you’re quoted as being
31:02
clients excuse me but this interview is over and I’m asking you to
31:07
stop so make an appointment uh You’ agreed to be interviewed of course all right you’ve been investigating this for
31:13
6 months so I would like to give you detailed answers let me be precise right now these measures are not being taken
31:19
in France jeaner P seems to not be aware then of the tests conducted by his
31:26
company one of the frences one fragance was paired with
31:32
MD’s imagery it has been applied successfully in France or to the UK after our meeting France television
31:40
and ourselves received a registered letter from the
31:45
company it states our information is false and threatens legal action if we broadcast
31:52
it but a few days later McDonald suddenly agrees to an interview
31:58
we’re told to meet them in a smart Central Paris Hotel our interviewee is Pierre vek who
32:04
is the head of brand strategy in Europe we believe that he’s responsible
32:09
for the McDonald’s [Music]
32:14
surveys has the company ever used neuro marketing well in 2006 we had a problem
32:22
raised by a consumer who told us we had an odor problem in a restaurant
32:28
so yes we tried to find a scent that could solve this problem and which wasn’t a food smell so we decided to
32:34
find a scent that could suit the McDonald’s brand okay so was neurom marketing used
32:40
yes or no there was a new system that would allow us to see if the smell would match the McDonald’s
32:46
brand now what’s important to know here is what happened after what happened after there
32:55
nothing no it’s important to know what happened anyway so then you place women in
33:02
MRIs we did put mothers inside with the smell and brand images to see if the two
33:08
would match inside MRIs right yes yes we agree on in MRIs I want us to be clear
33:15
that we’re in agreement we agree we did a study that
33:20
simply compared a smell with an image of McDonald’s to see if they matched can you confirm whether or not
33:27
in 200 through the neurosense company whether or not mothers were placed in MRIs to
33:33
taste some smells and images of McDonald’s they were put there to test
33:40
images in M some in MRIs thank you Mr boek for
33:46
admitting that so you say it all led to nothing no it was not successful at all
33:53
we tested three odors in restaurants consumers said they could notice anything so we
33:59
stopped you see a perfume like that is used in several places it has to go through the air conditioning system we
34:05
didn’t want to do that for reasons of hygiene well the information we have is
34:11
that it was placed in cleaning products exactly we wanted to do that instead of having that slight chemical smell we
34:17
wanted to put it in hygiene products but it proved impossible because it meant the companies Who provided the cleaning
34:22
products would have had to radically change their formulation so we left it if you regret it
34:28
today are you asking me what I think of neurosense yes yes I am I have no
34:34
regrets if you ask whether at the time we thought it would be harmful no not one person thought it was
34:40
wrong but does neuro marketing offend you today yes I wouldn’t use it at the time
34:47
people who did they didn’t think they were doing anything wrong you
34:53
included when we did the study when we saw the result yes by trying to compare a smell with a brand and whether it was
35:00
bad by placing people in MRIs listen when I saw it I was greatly
35:06
surprised I I did find it surprising did I think there was a huge ethical problem at the time
35:14
no if I understand you well Mr vek what you’re saying here and now is that McDonald’s will never use neur marketing
35:21
techniques again is that right yes yes in any case as long as I’m here I can
35:26
say yes
35:36
more and more companies are specializing in Euro marketing these days I was born with the power to read
35:44
brain acity I’m a G Neuroscience stud of the bra here’s a promo for one of the
35:49
best known this is how it works your brain’s a series of complex networks it’s based
35:56
in California and it’s called Eur
36:01
Focus they turned down our requests for an interview but since we were in the
36:06
neighborhood anyway we rang their doorbell and brought a hidden camera with us oh nice to meet you we you know
36:13
I’m sorry but we we don’t work this way so what do you mean well we can’t accommodate you if you just show up on
36:19
our doorstep so actually you said that you don’t want to communicate with
36:24
French TV no no no that’s not the case we’re we’re simply too busy is it correct that you’re walking un
36:29
subconscious of people to hear oh absolutely that’s what we do we we test people’s subconscious responses to
36:36
stimulate that that’s the nature of our business we work for a huet packer uh we
36:41
work for Google Microsoft I’m I’m only going to talk about The Client List that is approved
36:48
so okay but the listen to me yeah okay I am very busy right now I’ve explained
36:53
our position and I don’t have any more time to spend with you sorry see that
36:59
see the sheing in handc to the world of theur so this is
37:06
the world of neurom marketing they measure our subconscious
37:11
but refuse to talk about it see the attention that you paid I can see what stor in your memor don’t worry they
37:18
can’t see between you and me we measur up and yet this is serious stuff neurop
37:23
focus is even associated with Eric candle the noble laurate for medicine
37:29
[Music] the crisis is impacting the consumer’s wallet but companies don’t want to see
37:36
their sales Fall encouraged by their marketing departments they call on businesses such
37:42
as these in complete secrecy they scrutinize the brain patterns of their clients to play on their emotions their
37:49
urges and their subconscious their aim is to push them
37:54
to buy even more these techniques aren’t very ethical
38:01
which may explain why the companies that use them are reluctant to give
38:07
[Music] interviews but one EUR a marketing
38:13
consultant allows us in on one of their training
38:18
[Music] sessions this Frenchman lives on the west coast of the states and has set up
38:23
his own business called sales brain
38:34
his customers today are businessmen from Oregon we have contact some own restaurants others sell
38:41
agricultural material or even washing machines good
38:47
morning what if you could discover a buy button inside the brain of your
38:56
customers what if you you could learn what it takes to actually push that by button inside the
39:03
brain and what if all it took to do this was two hours of your time this morning
39:10
Patrick ramaz doesn’t use MRI scans his company has developed a method that merges neuroscience and sales
39:17
techniques but guess what the thinking portion of the brain is really a
39:22
decision influencer but it is not the decision maker it’s not the
39:28
boss but the actual part of the brain that triggers the decision is called The
39:33
Reptilian Brain and The Reptilian Brain is the top of the stem and the portion that unite both hemispheres make sense
39:40
we decide at the level of a crocodile of a reptile why because exercises to help
39:46
Patrick R teaches his clients to touch the primary instincts to incite the
39:52
active and The Reptilian Brain is the realm of the pain and the fears it’s
39:57
really the realm of the subconsciousness so your job if you want to be successful is not to stop at the
40:04
wish and the wants and the needs of your customers but really to drill inside the iceberg till you find their pain and
40:10
then to develop a business whose objective will be to eliminate that pain you you a 4our session is enough to
40:18
convince the businessman but boy we came really close right we right second it does kind of freak me out it freaks me
40:25
out that that’s why I do things in those who get really good at it can get me to do this by utilizing those techniques
40:36
but oh yeah absolutely but that’s business I’m sure
40:43
an argument could be made that um it’s manipulation but um it’s what is it’s
40:50
what’s driving our world there’s always a danger of manipulating
40:55
people but on the other hand when the method of decision making is public
41:01
knowledge it’s also the responsibility of the consumer to understand what companies do to sell their
41:08
products now I want you to keep your eyes on this little
41:15
locket your eyes are growing but can one be aware of it when you talk directly
41:22
very heavy to a reptile brain you can hardly
41:27
keep them open Patrick vom’s life is spent
41:32
traveling all around the world to spread the word of new
41:39
marketing for several years he’s been coming back to France at the request of big
41:45
companies here he is a nie a few hours before he’s due to give a speech to a large French company but this time we’re
41:51
not allowed to record what will happen your client doesn’t want to talk about it no my client doesn’t want to
41:58
talk about it as once again neuromarketing in France is a bit of a taboo subject people in France often confuse manipulation and conviction
42:07
careful now the logic of the next argument is not that easy to follow you need to understand how to
42:13
push your proposition a little by saying that if your glass is now half full your
42:18
glass is more than half full you shouldn’t say that it’s more than half full while making your client understand
42:24
that it’s not half empty lost right well we were
42:30
too so your client needs to think the glass is half full or half
42:36
empty neurom marketing helps your client to understand that if your glass is half empty it’s actually half
42:48
full Patrick ramb refuses to name his client today but we think that a company
42:53
that it’s telling its sales forces about neurom marketing is not just any old
42:58
business so we look around nce and find out that 230 salesmen are staying in a
43:04
large Downtown hotel they’re here to take part in a
43:11
conference hosted by Patrick ramazi their employer is ARA a
43:18
subsidiary of the credit mutel bank these Bankers jobs are to sell
43:23
Financial products to companies as well as to public institutions such as as local communes or health
43:36
authorities AR’s slogan is the bank with a human face so how does neur marketing
43:43
fit into this with a hidden camera we approach the salesman as they’re leaving the
43:49
conference I was wondering what you learned this morning and what benefit is it to
43:54
you what I’ve retained mainly is the reptile brain that purchasing is linked to the
44:03
subconscious well I’ve learned uh that we need to anticipate what the brain
44:09
really wants and I’ve learned how to understand what the brain wants without them
44:17
knowing do you think the applications might be contentious well yes of course because
44:23
it’s almost like manipulation a bit it’s a good technique because it can
44:28
be applied to finance and other products as
44:34
well what sort of products are you selling actually Financial
44:39
ones Insurance uh [Music]
44:45
credit well anyway I really enjoyed the the conference it it was very
44:51
good okay thanks we’re probably naive but to us
44:56
the the credy muel France’s fourth favorite Bank used to be this I’ve got some bad news oh yeah well
45:04
what would you do if Father Christmas doesn’t exist what are you talking about you’re dreaming you don’t think they’re selling Financial products just because
45:10
they’re good for you well yeah credit mutel more than ever the bank to talk
45:16
to the credit mutel may be the bank to talk to but not necessarily the bank to
45:21
get interviews from it refuses interviews adding via email this conference his only goal was to open
45:29
people’s minds about a subject which might be of interest to salesmen and besides we don’t see any ethical
45:35
problems we call one of those responsible up by phone and then everything seems
45:42
clearer it might be counterproductive for us to appear as if we practice neuromarketing purely to enter into our
45:48
customers brain you know what I mean well why is that
45:55
then well when we use newer marketing it’s to be
46:00
able to almost subliminally touch someone who might be right there right right in
46:06
front of you okay but I’m still intrigued because
46:11
one can manipulate people by the way you behave uh by the way you speak in in
46:17
exactly the same way but the product doesn’t change
46:23
though it’s just the way you deal with your customers wow that’s the uh that’s all the neurom
46:29
marketing traffic in France a philosopher who follows the trends of consumer Society
46:35
has risen up against this use of Neuroscience for purely commercial
46:41
ends from the moment Neuroscience is involved it allows one to intervene directly on The Reptilian layers of the
46:46
brain I receive or I give those are the levels of The Reptilian Brain what makes
46:52
neurom marketing work today is the use made of the immediate reaction that’s because there’s a re action that can be
46:57
very easily manipulated when you know how to take advantage of this you can manipulate people as if they were
47:03
puppets you press the button and it provides a reaction that’s what’s so worrying about
47:10
it in theory there are laws limiting this kind of practice marketing studies using MRI
47:18
scans are actually banned by law in
47:23
France Public Health rules and the civil code allow experiments on human beings for strictly scientific or medical
47:31
[Music]
47:39
purposes what happens before the advertising when I’m shown this logo before I’ve seen the ad 10 times and
47:45
after I’ve seen the ad more than 10 times there are long-term functional
47:51
changes in the brain so who’s the ultimate client what I say is I work for
47:56
Market research groups after the speech and still on camera Arno Petra reels off a list of
48:03
his clients sfr maaf Insurance Cartier and sncf French
48:13
Railways Petra doesn’t wish to talk about this last client again it’s a matter of a confidentiality
48:19
Clause but why would French Railways use neurom marketing we track down someone who was
48:26
involved in the survey he was an intermediary between the railways and our nor Petra’s Belgian
48:31
company he described the experiments on condition of [Music]
48:38
anonymity what the sncf was testing on customers brains was its online ticket
48:43
sales site our French Railways told us its
48:49
main target or targets and it invited its website users to surf the Internet
48:55
you may be looking for a ticket from Paris to Brussels or from Paris to Leo
49:01
Online and you’re invited to sign up to buy a ticket what we do is to evaluate how easy or difficult it may
49:08
be so you use the MRI scan to sell tickets exactly to a volunteer oh yes
49:15
and we try out different versions on the computer top right are
49:20
the web pages that have been tested in the center is the image in color of the zones of the brain that have been more
49:27
active during the experiment so you check whether the reward circuit has been activated by a
49:34
web page precisely the reward circuit French Railways asked them to test one page with a background picture
49:40
of a pine tree and then one without the pine
49:46
tree we tested reaction to various perfumes that resembled pine trees and
49:51
in the part of the brain that recognizes smell what’s known as the olfactory cortex we notice some ity so in part for
49:58
the imagination it worked in other words it did smell of pine a little so on top of the page there’s something about
50:04
sturg for the Christmas holidays so if the smell makes your imagination think of Christmas and Christmas trees all the
50:10
better as it makes the offer tangible they said they wanted people to buy tickets more easily without Hassle and
50:15
find the information they needed quicker times have changed on the railways the days of steam are long gone
50:22
and buying your fair from a human being at the ticket counter May SU disappear too everything seems to be happening far
50:30
quicker these days more than 60 million tickets are sold by sncf each year on its
50:40
website the seat which is quite remarkably interested in what your brain is up to is also France’s leading online
50:46
travel agency and that’s something French Railways seems quite determined to get into your
50:52
skull everyone should know that sncf also sells airline tickets we have have all the solutions plane tickets car
50:58
rental voyages sncf.com is more than just about trains you’ll soon get used
51:05
to it voyages sncf.com will take you further than you might have thought we asked the head of the sncf
51:12
travel agency Eve T if they hadn’t gone just a little bit over the
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top what I’d like to know is what kind of study you conducted and how precisely you conducted it to establish what
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people liked didn’t like well first we ask different types of customers because well travel sncf.com is a special site
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in a way it’s the site of all the French people it’s a site visited by about 80% of French internet
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users well you’d like to be inside the customer head to know exactly how they feel when they visit your site wouldn’t
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you oh of course do you use any neuromarketing
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techniques we did actually use some yes ah so you did use some yes tell me what
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you did in fact what we wanted to know was if the customer’s brain spontaneously
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reacted positively or not to the S
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side so you did new marketing by placing some of your customers in MRIs to see the reaction in their brains is that
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right I’m not explaining myself well we know that this technology exists but it’s not a technology that we use in
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travel sncf.com you’ve never used it no are you sure
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no I don’t think so you didn’t use it in France or
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Belgium maybe in Belgium on our site well we have proof that you used it in Belgium and customers underwent MRI
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scans there sncf is written on these documents so you can see that the sncf has practice neurom marketing and has
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put its clients in an MRI for their site well hang on there are several
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things here the ex the question you’re asking is if we
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used it extensively and my answer is
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no we we may have used it experimentally once it’s
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possible but you agree that there is evidence you use newer Marketing in Belgium placing people in m to see their
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reactions to your site it’s not impossible there may have been tests in an experiment one day
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but in no way do we want to generalize the use of these methods so why did you do
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it well listen we did it because now everyone does it but we decided not to
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use it regularly I don’t think everyone does do it because it’s illegal in France let me quote you article 1614 of
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the civil code I quote brain technique can be used only for medical purposes or in forensic cases and this is neither
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one nor the other which is why we don’t do it anymore is
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it a taboo subject in France apart from being
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illegal I don’t know it’s first time anyone’s asked me about it you mean the first time a journalist has asking you
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about it because the topic was started by someone so they must have told you about
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it no of course but again it’s extremely marginal I don’t want our viewers to think that it’s a widespread practice
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that is not the case but my question is is it
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taboo I don’t know what to tell you I I don’t know I don’t know what to tell
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you okay thank you a
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pledge safety guarantee consumers do not be
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afraid the neuromarketing experts are working on your behalf for a better
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world a world where hamburger chains put a smile on your children’s faces where
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Bankers know how to soothe all your anxieties and where Beauty creams fill
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you with [Music] desire no matter what the product
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tomorrow you will be satisfied by simply just opening your wallets
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