Neuroscience has been tapped to help brands understand consumer purchasing decisions for several years now, with methods from healthcare and academia such as EEG and biometrics applied to study the motivations of consumers. Marketing insights company Nielsen, for example, even has a branch devoted to neuroscience called Consumer Neuroscience headed by Harvard Medical School neuroscientist Dr. Carl Marci. But what have market researchers actually learned from all these efforts that can help brands?
Some very interesting research results have come from a Baylor College of Medicine study. A team of neuroscientists presented 40 subjects with vignettes of actions taken by both humans and corporations to monitor brain scans of their responses. This research originally stemmed from the inquiries into the legal implication of “corporate personhood” and fact that the American legal system has extended the rights of individuals to corporations and held corporations, as a collective unit, liable. Funding for this work came from the “Initiative on Neuroscience and the Law”.

Our Brains Use Different Areas to Process People and Objects

The study went like this: The vignettes given to the participants showed actions that were positive and pro-social such as donating money, neutral such as purchasing office equipment, or anti-social such as law breaking. There was also a control of vignettes about inanimate objects such as fruit or an ironing board. Baylor College’s websitereported: ”When participants made judgments about people, specific areas of the brain involved in social reasoning became active. In contrast, when participants reasoned about an object, activity in these areas was diminished.” 

The Human Brain Experiences Corporations as People

The study found that people essentially used similar parts of the brain to understand corporate and human behavior. This study which originally had to do with law has applications to how consumers relate to brands – if they’re using similar parts of the brain to understand corporate and individual human behavior, they’re essentially equating brands with people! You can read the entire paper “Are Corporations People Too?” written by Mark Plitt, Ricky R. Savjani and David M. Eagleman here.

Companies Need to Work on Reputation, Loyalty and Trust

This study gives some radical insight into how people view brands; one author of the study, David Eagleman, says it tells us that companies need to work on reputation, loyalty and trust. We’re excited to say that Eagleman, host of PBS’ The Brain and NYT best selling author will be at The Market Research Event this October. Eagleman’s talk is called: “Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer.” 
We are excited to announce that FUSE 2017 will take place in Miami on April 4-6th. As we begin to layout the program and select speakers, we want to ensure we are meeting your current needs. Please take a few minutes to fill out the survey below and share your thoughts on what you want to learn and experience, and who you want to hear from and meet at FUSE 2017.

As a thank you for your feedback, you'll receive a 20% discount off the 2017 FUSE Miami event.

Win a Free Pass to FUSE 2017: In addition to the 20% discount- If you choose to share your contact details at the end of the survey, you will be entered to win a complimentary pass to FUSE 2017. 
 
Please complete survey by Sept 15th to be entered to win. You can view the survey here: http://svy.mk/2clC7Q4

Interested in Speaking at FUSE 2017?

Are you a brand/client side company? If you are interested in participating as a 2017 speaker please email the event producer Romina with your topic and contact details at Romina.Kunstadter@Knect365.com . Please submit no later than Sept 28th.

Are you a vendor/ solution provider/ consultant? If you are interested in speaking or hosting one of the various networking events please reach out to Liz Hinkis to find out more. She can be reached at Elizabeth.Hinkis@Knect365.com . Please note that vendor participation on the FUSE program is a part of paying sponsorship ONLY. Liz can provide further details on what those costs will be.

Thank you for sharing your feedback and I look forward to seeing you in Miami next April!

Cheers,


The FUSE Team
We are starting a "Color of the Month" series featuring Color Marketing Group's monthly Color Alerts on our blog. 

September's color alert is Golden "Maíz," which is a substance for life, glowing, abundant, and fulfilling. This hue resonates with history, and the future, as this color can embrace everything from food to precious metals. As a color of sustenance and wealth, warmth and health, it is a leading design hue for 2016 with the ability to change its look with materials and finishes. 



Get ready….FUSE is coming to London!

Join us for FUSE London, 30 November - 2 December, 2016 at the InterContinental London - The O2, to learn how toempower design to fuel brand impact.

Brand strategy and creative leaders from across the globe will unite to make their case for why design must be infused into every element of your organisation. Be sure not to miss a thing.

Download the brochure now: http://bit.ly/2bQrVhy


Book your tickets today and Save £400. Plus, use exclusive Blog discount code FUSELONDONBL for an additional £100 off. Hurry this offer is only available until 9 September! Buy tickets here: http://bit.ly/2bQrVhy

We hope to see you in London this fall!

Cheers,
The FUSE Team
@NextBigDesign
#FUSEDesign
Fuseinfocus.iirusa.com
FUSE Muse
Friday, August 26th | Judith VanVliet social links

lost in thought
with Judith VanVliet

Vice President, Communications & Public Relations, Color Marketing Group

I'm inspired by: Graffiti, tags, street art. I find the use of color & creativity on the streets, but also in art galleries and museums truly inspiring. And then, there is the old "people watching."
To me, brilliant is: How Pokémon Go has completely turned our worlds upside down in a single day. It shows how much we need to escape from reality and our need to play, even as adults.
My favorite app: It may be old school maybe but it is definitely Instagram. Still not a great fan of Snapchat but getting there.
When I'm having a creative block: I get out of the office and walk/jog, and train rides also give me time to daydream and here, most new ideas start.
My favorite brand: I do not have one favorite brand but my favorite shop at now is the concept store M Collective in Milan - great mix of brands for the modern male and female fashion.
My favorite color: As Color Designer I do not have a favorite color as I fall in love with new colors almost daily. It sounds weird, but when you are surrounded by 40.000 colors each day at the office and new ones coming in weekly, you'd understand. My current favorite is a purplish light blue.
My dream project: I am a big dreamer but at now it would be to present our color trends on true objects during Salone del Mobile in Milan.
The best advice I ever received: Be true to yourself. It is hard in today's world, but keep reminding myself.
The very next thing on my to-do list: Prepare my homework presentation for the ColorForward 2018 consumer color directions.
My dream collaborator: I am personally a big fan of Céline hand bags & their colors, so one day working with Phoebe Philo or even meeting her would be a true dream come true.
At least once, everyone should: Work and live in a different country. An experience that changes you for life & vision. Don't get stuck in one moment, one life, one country, one job. Change is hard but often for the better.
The best way to unwind after a long day: A glass of great red wine accompanied by amazing food
If I had a one year sabbatical, I would: travel a lot for work, but I never see much of the beautiful countries that I visit, so I'd travel the world! Learn a new language. I speak five, but would love to learn more!
The most overused word in meetings today: Disruptive innovation.
At the moment, I'm obsessed with: Avocado's, specifically guacamole after my business trip in Mexico.
As of now, I'm totally over: The current media. It's all negative, political situations, economic downturn, terrorism, it feels like propaganda so I have stopped checking the news or TV on a regular basis.
I'd define my personal style as: Comfortable yet stylish & with a smile.
My tools of the trade are: My enthusiasm and passion. I am a do-er and very action minded.
The biggest thing that has changed since I started in the industry: Everyone seems to be in color and color forecasting.
I'm happiest when: Having a great dinner with my beloved friends & family. I am a social animal & a foodie.
I wish I could: Fly back in time and visit a Janis Joplin concert.
I'm proud that: I got elected as Vice President on the EC board of CMG.
My playlist is: Anything from Janis Joplin to Miles David, Johnny Cash to Depeche Mode, depending on my mood. Music truly saves lives.
You can usually find me: Hiding in the bathroom when I need time for myself.
The last stamp on my passport: Colombia
The next stamp on my passport: Brazil
When I look back on my career: I never would have thought five years ago I'd be in this position. Seven years ago I turned around my life, quit my job, sold my house and moved from the Netherlands to Italy to start over. Leaving the world of colors was hard and I never thought I'd return, but here I am!
I still hope to: Ambition is a bitch, I want to grow and learn more and inspire more brands and companies to use the correct color for their designs and products.
Find out more about his participation in FUSE arrow © 2016 IIR Holdings, LTD. All Rights Reserved.
How can you ensure your design connects with future consumers?

Trends are ever changing and it seems almost impossible to keep up, how can you stay ahead of the trends and design for what’s next? To remain on the cutting edge it is essential to identify key trends that will allow you to create designs that motivate, inspire and drive your business forward.  At Foresight & Trends you will receive the inspiration, insight, tools and processes necessary that will ensure future growth and success. 


Download the Agenda to Gain Insights Into Emerging Trends: http://bit.ly/2blEdgB

Here are a few sessions we thought you would be interested in:

·         Using Storytelling and Design to Build Iconic Brands - Vince Voron,Vice President, Executive Creative Director, Global Brand Content Marketing, Dolby
·         Designing for Indulgence - Emily Empel,Head of Futures, Idea Couture
·         Evolving Celebrations—Getting to the Heart of the Consumer - Carol Miller, VP of Corporate Innovation, American Greetings
·         The New Premium - Mike Milley, Director of Creative Consulting, BMW Group Designworks
·         Designing for Liquid Lives - Dr. Antonia Ward, Global Head of Advisory, Stylus

Book your tickets today and save $100. Plus, use exclusive Blog discount code FT16BL for an additional $100 off. That’s a total of $200! Book your tickets today: http://bit.ly/2blEdgB

See you in Miami!

Cheers,
The Foresight & Trends Team
@future_trends
#FTConf

Frontendofinnovationblog.iirusa.com
FUSE Muse
Friday, August 5th | Vicki Young social links

lost in thought
with Vicki Young

Director & Founder, Nalla Design

I'm inspired by everything in life. Everything you see every day can be an inspiration. So for me it's about opening my eyes, ears and heart.
To me, brilliant is anything that makes me smile, I love witty approaches and things that surprise me.
My favorite app is Citymapper.
When I'm having a creative block I walk my dog, usually around the local park. I also find running on the treadmill really meditative.
My favorite brand is Waitrose - they have done a great job at really sticking to their values of quality even though a recession.
My favorite color is yellow - the color of sunshine.
My dream project is to rebrand an art space/center, I'd love to work on a project that fuses culture and great branding.
The best advice I ever received was "be more you."
The very next thing on my to-do list is to book a haircut! Days, weeks, months go so quick with work that I forget about the everyday living part!
My dream collaborator would be working with Eva Zeisel. She was an amazing potter that worked right up until the age of 105 before she died. I collect her work it's so sensitive and beautiful, I would have loved to have met her.
The best way to unwind after a long day is sit down, have a glass of wine and relax.
At least once, everyone should hike a mountain.
If I had a one year sabbatical, I would do something that really made me grow as a person.
The most overused word in meetings today is "strategy" - but it is very important!
At FUSE London, I can't wait to meet new people, influencers and learn something new, I love learning.
At the moment, I'm obsessed with planning and implementing my to-do list.
As of now, I'm totally over a non-digital brand approach.
I'd define my personal style as honest and approachable.
My tools of the trade are CC suite, but I'm also loving excel right now!
The biggest thing that has changed since I started in the industry is the constant evolution in technology.
I'm happiest when we receive great client feedback.
I lead by trust and enthusiasm.
I wish I could have a swimming pool on our studio rooftop!
I'm proud that our studio culture remains whilst the company is growing.
My playlist is music that helps me work, both chilled and motivating.
You can usually find me dashing between meetings in the tube.
The last stamp on my passport was New Zealand.
The next stamp on my passport is Japan.
When I look back on my career I feel proud and I'm motivated to pursue more and make my dreams happen.
Find out more about his participation in FUSE arrow © 2016 IIR Holdings, LTD. All Rights Reserved.
FUSE Muse
Friday, July 29th | Melissa Steach social links

lost in thought
with Melissa Steach

Human Factors & Ergonomics Specialist, Herman Miller

I'm inspired by audacious people.
To me, brilliant is the ability to deliver truth with both candor and kindness.
My favorite app is Audible.
When I'm having a creative block I turn off my phone and go for a very long walk or take a nap.
My favorite brand is nature.
My favorite color is Papaya Red.
My dream project is well-paid, well-staffed, and requires lots of well-funded travel. Oh, and I'm the boss.
The best advice I ever received was "Honey. So long as you're running someone else's race, you'll never win your own."
The very next thing on my to-do list is finish packing for Cuba!
My dream collaborator is Anthony Bourdain.
At least once, everyone should live where they are the racial and cultural minority.
The best way to unwind after a long day is to cook and make love.
The most overused word in meetings today is "Brilliant".
At FUSE London, I can't wait to meet a bunch of cool creative nerds.
If I had a one year sabbatical, I would design and build a large home, fill it with a mixture of art, accessories, and furniture all hand-made by family, friends, and myself, then have a HUGE party!
At the moment, I'm obsessed with copper.
As of now, I'm totally over #hashtags.
I'd define my personal style as clean.
My tools of the trade are my thumb and feet as measuring apparatus.
The biggest thing that has changed since I started in the industry is the consumers' level of education and expectation.
I'm happiest when making stuff with my hands.
I lead by design.
I wish I could be omnipresent.
I'm proud that I know how to make stuff.
My playlist is schizophrenic.
You can usually find me laughing.
The last stamp on my passport was Peru!
The next stamp on my passport is Cuba!
When I look back on my career I hope to be very old.
I still hope to visit outer space.
Find out more about his participation in FUSE arrow © 2016 IIR Holdings, LTD. All Rights Reserved.
Your Brand and the New Consumer

Whether you are looking to inspire those within your organization or the consumers you are targeting, a clear and powerful message has always been essential. But today, the message is no longer enough.  Brands need to define their human purpose and tell that story in a way that inspires and motivates others.

Consumers are concerned with everything from the ingredients within a product to the conditions where it is manufactured. Every purchase decision has become a representation of who they are, their values and the future they want to create for themselves and their families. Brands such as Google and Dolby have embraced these ideas and have connected authentically with consumers as a result.
Foresight & Trends brings you experts to help you activate trends and apply them to your business. We are excited to announce two new additions to our program.


View the Foresight & Trends Agenda: http://bit.ly/29Tipdw

·         Vince Voron, Vice President, Executive Creative Director, Global Brand Content Marketing, Dolby.
Using Storytelling and Design to Build Iconic Brands: Join Vince as he shares his design leadership experiences from Apple, Coca-Cola and Dolby to demonstrate the value of thoughtfully designed experiences at all consumer touchpoints.

·         Mel Coleman, Global Marketing & Communications Manager, Google Food Program
Baking Innovation into the Google Food Program
Join Mel as she explores the ways the Google Food program innovates to nudge better food choices, bring people together, and push boundaries to address challenges in the food system.

Visit the website to learn more: http://bit.ly/29Tipdw

Don’t miss your chance to hear these and many more amazing speakers that will challenge how you think, work, and live!

Use exclusive LinkedIn discount code FT16BL for $100 off the current rate. Buy Tickets: http://bit.ly/29Tipdw

See you in Miami!

Cheers,
The Foresight & Trends Team
@future_trends
#FTConf

Frontendofinnovationblog.iirusa.com
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