Agenda (day 2) — Shopper Brain Conference

SHOPPER BRAIN CONFERENCE EUROPE - Day 2
Dublin - Thursday, October 26, 2023

9:00	Welcome coffee & registration
9:30	Opening by the master of ceremonies Audrey Daffy, Global Category Manager, Mars
9:45	Storytelling: Audiovisual Perception from a Neuroscientific Perspective • How viewers’ attention is affected by cuts • How the style of editing affects viewers’ understanding • Narrative content that manages viewers’ attention Celia Andreu-Sánchez, Director of Neuro-Com Research Group, Professor at Universitat Autònoma de Barcelona
10:15	How Podcasting, Reels, and TikTok is Changing the Storytelling in Business • How storytelling is changing due to short-form hyper-personalized content • Brand lessons on telling meaningful stories that build over time • Content trends and how to re-inspire creativity with it Kenneth Mc Hugh, Creative Director, Lefthand Productions
10:45	Coffee Break
11:15	CASE STUDY: A New Way to Measure Real-life Shopper Behavior in Store - At Scale • Data gathered by automated video analysis • Quantifying the “first moment of truth” across all categories. • Diving into the data behind all shelf interactions and their impact on the point of sale Roger Jackson, CEO, Shopper Intelligence
11:45	How to Get the Best Out of Your Eye-Tracking Solutions In this talk, Tim Holmes will dig deep into one of neuromarketing’s most popular technologies: eye-tracking. He will discuss why a little insight into visual processing in the brain is necessary to get the best results from the many varied solutions available today. Tim Holmes, Independent eye-tracking consultant, Insights Magazine’s Dr Eye-Tracking
12:15	Decoding Retail Reality: Insights in Sight from In-Store Eye-Tracking Research • Unveiling in-store eye-tracking insights • Segmenting beyond demographics with eye-tracking • Exploring tiredness's impact on in-store gaze • Learning from methodology and optimizing neuromarketing research conduct Kristian Pentus, Lecturer at the University of Tartu
12:45	Lunch break
13:45	Role of Product Popularity in Consumer Decision Making • Neural processing of product popularity • Social vs. quality incentives related to product popularity • Practical implications of popularity for FMCG’s Dr. ir. Robert Goedegebure, behavioral scientist, Wageningen University
14:15	Navigating the Craft Beer Aisle: Understanding Customer Choices Using Eye-Tracking • Discover how to optimize shelves with neuroscience • Understand how shoppers explore the craft beer aisle, from initial orientation to brand and style comparisons • Practical implications include the importance of packaging choices and the role of price considerations Renee Göbbels, Researcher & Persuasion Professional, Unravel Behavior
14:45	Coffee Break
15:15	How AI Transforms Retail by ‘Deep Consumer Understanding’ • Practical application of Generative AI at a global retailer • What is Generative AI, and how can we leverage its strengths to personalize ads • Lessons learned Joop Snijder, Chief Technology Officer, Aigency
15:45	Exploring the Frictionless Future of Shopping • Understanding the interplay between conscious and non-conscious actions in retail settings • How top retailers are championing customer-centric and channel-less strategies • Real-world interventions that amplify sales numbers and cultivate customer devotion. Roger Dooley, Author, and Friction Hunter
16:15	Wrap-up & Networking Drinks « agenda of day 1

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