shopper brain conference - USA
June 22-23, 2017

Agenda Thursday June 22, 2017
THE SHOPPER BRAIN CONFERENCE - USA
09:45Opening of the Shopper Brain Conference USA by the Master of Ceremonies
- Presentation of the annual Shopper Benchmarking Study
Phil McGee, President Decision Breakers

10:00

Brain Signals of Desire
- What brain science tells about  consumer preference
- How 'approach motivation' and 'reward anticipation' and consumer behavior relate
- Practical applications in shopper marketing
Michael E. Smith, Vice President at Nielsen Consumer Neuroscience

10:30

Does Your Store Evoke Desire in Shoppers?
- Elucidating the neural underpinnings of instore shopper behavior with brain scanning
- fMRI investigation into retail environments and their effects on impulsive buying
- Effective packaging: an fMRI case for a fruit design package that lifted sales drastically
Roeland Dietvorst, Scientific Director at Alpha.One

11:15

Coffee-break
EMOTIONS IN MARKETING

11:45

Best Ways to Recruit New Shoppers Using Emotional Marketing
Packed session with practical examples of effective emotional campaigns
- How can you charm new shoppers who are loyal to competitors?
- Critical steps for making your products irresistible to new prospects
Graeme Newell, emotional marketing specialist & president of 602 Communications

12:15

Cash, Travel, and Neuroscience
Biometric science reveals new insights in reward preference emotions
-  behavioral motivators behind reward selection
-  emotional aspects of reward preference amongst their consumers
-  how to position goods and services as better motivational tools than cash
Charlotte Blank, Executive Director, The Maritz Institute
12:45Lunch
BETTER UNDERSTANDING OF SHOPPER BEHAVIOR
14:00When the Brain Goes Shopping
- Making stores more brain-friendly
- New ways to measure the shopping experience
Steve Genco, Author of 'Neuromarketing for Dummies', Advisor, Intuitive Consumer Insights
14:45

Behavioral Economics and Nudge
- How behavioral economics principles can help to better understand "irrational" shopper behavior and create more effective communications
- How small nudges can drive buying decisions more efficiently
- How companies can apply a disciplined process for identifying and executing nudge opportunities
Jonathan Asher, Executive Vice President of PRS IN VIVO

15:15 Coffee-break
DECISION MAKING
15:45

Step Closer, Step Ahead: Overcoming the Inevitable Say/Feel Gap
How the shopper feels during the shopping experience is vital. But why then slip back into conventional methods when engaged in the follow-up debrief? Words remain at best a slippery, unreliable medium – subject to “lip service” answers. Quick-take interviews held in the aisle using smart phones or flip cams can capture not only what they say, but the emotions that accompany those words, signaling what’s most relevant to the shopping experience and why. The originator of facial coding in market research shows what’s possible through a range of mini case studies
Dan Hill, President, Sensory Logic

16:15Predicting Consumer Impulsive Shopping Behaviors
- Understanding underlying triggers to better forecast impulsive marketplace responses
- How to determine overall propensity for impulsive behavior
- Consequences for shopper marketers
Don E. Schultz, Professor Emeritus (in Service), IMC department at Northwestern
16:45Wrap-up & Networking Drinks
20:00 Conference Dinner
Wining, dining, and meeting new colleagues and peers. The dinner is included in the full conference registration fees (you can book it separately if you wish to attend only 1 day)

Agenda Friday June 23, 2017

THE SHOPPER BRAIN IN-STORE

10:00

Choosing the Package that Sends the Correct Message to Consumers
- How to use basic perceived value and semiotic concepts
- How Procasa, Naú Snacks, Honda used neuromarketing to improve their packs
Juan Roberto Castro, Head of Neurons Inc LatAm

10:30

Case Study Hershey's:  'Better For You Products'
- A retailer's introduction of 'better for you products'
- How Facial Coding helped understand shopper’s emotional reaction
- Bridging the “say vs. feel”-gap for a front end reinvention
Kamal Sharma, Senior Manager - Shopper Insights, The Hershey Company
Anne Stephenson, Partner, Explorer Research

11:15

Coffee-break
SHOPPER MARKETING PRACTICE TODAY

11:45

Copycat Killers: Self-Defense Training for Brands
- Show case the effect of copy cat brands and what to do about it
- The science behind search behaviors of shoppers
- Explore self-defense strategies that undermine the copycat effect
Tim Holmes, Director of Research, Acuity Intelligence Ltd. / Honorary Research Associate, Royal Holloway, University of London
12:15A Case Study: Does Neuromarketing help to Evaluate Designs and Predict Actual Sales Figures?
- Evaluating tea packaging design with the help of fMRI
- Gaining new markets without losing old ones
Gesa Lischka, CEO Kochstrasse
12:45 Lunch 
SUBCONSCIOUS SHOPPER BEHAVIOR IN A DIGITAL WORLD
13:45Digitally Connected Customers – Emotionally Connected Customer’s Brains
How social media networks draw shoppers together into a cognitive ‘force majeure.’
David Kepron, Vice President - Global Design Strategies - Marriott International

14:15

Omnichannel is B.S.
- Renewed focus on understanding the core customer
- Creating an on brand ecosystem before blindly utilizing omni-channel tactics that may or may not be a good fit.
Leah Cotterman, Director of Strategy & Insights, WD Partners

14:45 Coffee-break
Insights from the Shopper Brain for More Strategic Decisions
15:15

Behavior Science and Digital Conversion
Practical neuroscience tactics to light up your online sales.
Roger Dooley, author of Brainfluence and neurosciencemarketing.com  

15:45

Practical Implications
- What can you change in your shopper marketing strategy tomorrow
- Which parts of neurosciences should be integrated in your daily operations
Carla Nagel, Executive Director Neuromarketing Science & Business Association

16:15Networking Drinks