Neuroscience Day
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NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)
I. LEVERAGING BIOMETRICS RESEARCH TO OPTIMIZE THE NFL GAME BROADCAST (10:00 – 10:45AM)
In this session, Julie Perlish, VP, Consumer Insights & Research and Lauren Christensen, Senior Director, Consumer Insights & Research will share how the National Football League leveraged biometrics as part of a broader research agenda around the NFL game-viewing experience. Join us to hear how the biometrics testing (i.e., eye gaze, skin response, heart rate) detected nuances critical to the research questions and led to meaningful and detailed insights that would have escaped detection if done by survey alone.
Speakers:
Julie Perlish, VP, Consumer Insights & Research– National Football League
Lauren Christensen, Senior Director, Consumer Insights & Research- National Football League
II. MARS (10:45– 11:30AM)
Hear from Jennifer Pembroke Johnson, Mars Wrigley Confectionery and Megan Belden, Nielsen Consumer Neuroscience about their recent partnership to evaluate, diagnose, and optimize the "Time to Shine TV" campaign. Through integrated EEG, Eye-Tracking and Facial Coding insights, the team uncovered the 'why' behind ad effectiveness and deployed simple and actionable recommendations to the business for optimizing brand communications.
Speakers:
Jennifer Pembroke Johnson, Associate CMI Director - Global Orbit/Extra, Mars Inc.
Megan Belden, Director Client Service - Nielsen Consumer Neuroscience
III. TIME WARNER MEDIALAB TOUR (11:30– 12:30PM)
Attendees will be taken on an exclusive VIP tour of the Time Warner MediaLab; the 9600-square-foot on-site facility provides insight into how consumers engage with content and enable 'hands-on' testing with the latest in devices and distribution platforms.
LUNCH BREAK (12:30 – 1:15PM)
IV. LEVERAGING NEUROSCIENCE TO OPTIMIZE CREATIVE (1:15 – 2:00PM)
Join Dr. Carl Marci, Chief Neuroscientist at Nielsen, as he shares insights and real-world examples to demonstrate the role neuroscience can plays in developing and optimizing creative.
Speaker:
Dr. Carl Marci, Chief Neuroscientist - Nielsen Consumer Neuroscience
V. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, ANA Data & Measurement Committee members will have an opportunity to network and discuss key issues in data, measurement and analytics.
Facilitator:
Greg Pharo, Director, Media Analytics – The Coca-Cola Company and ANA Data & Measurement Committee Chair