When I started writing my thesis I had no idea what the results were going to be. Now I am proud to present my thesis Neuromarketing a Contribution to New Product Launcing (pdf). If you are interested in more information please visit my graduation page or read the follow thesis summary.

Thesis Summary
Our environment changed the past few decades, and it will always be moving. We don’t trust companies, with their smooth sales talks. We count on the people around us. Every day we talk about our experiences with friends, family, colleagues, classmates, teachers or any other person in your network. At birthdays, at our work, at a conference, at our sport club, in the bar, in the bus on our way to school, on Twitter, on Facebook or any other social network. We are constantly telling stories to each other.

Storytelling is as old as the way to Rome. Spreading a message from mouth to mouth, from person to person is also known as word-of-mouth-marketing (WOMM). The message is mostly about a recent release of a product or service, or something moving. This message can be spread in many different ways; offline by spoken word, or online via emails, blogs, tweets on Twitter, videos, photos, slideshows, audio, you name it and it is possible. Buzz is all the attention people give to a message, which can include products, services and experiences, whether it is online or offline.

When you are launching a new product, you should carefully think about the message you are sending. So your audience can pick up that story easily and send it through. Neuromarketing can help you to create a persuasive message. It gives you insights in our brain responses to any kind of brand exposure, like products, advertisements, packaging, videos or any other marketing elements. Neuroscientists proved that only 10% of our brain processes take place in our conscious mind. The other 90% of the information we receive around us is saved in our subconscious mind. By creating patterns, familiarity and somatic markers you are able to reach your customers subconscious brain. Priming and mirror neurons show that the subconscious mind can be influenced when we are not even aware of it.


Renvoisé and Morin developed a practical guide about how to communicate effectively. It goes beyond the search for your customer’s insights and helps you to find your customer’s deepest pain, differentiate your claims, demonstrate your gain and deliver to the old brain, the decision-maker in our brain. You should pay the most attention to creating a message, a story that people are going to talk about. It will be heard and received by the old brain when it is self-centered, tangible, shows contrast, visual, has a beginning and an end, and when it shows emotion. The ‘Neurobuzz checklist’ can be used as a tool to help building a clear message to create buzz that will be reached by the old brain.

When the story is clear, it is time to send the message out. But to where and to who? Start at the very beginning of the buzz lifecycle, find your early adopters, innovators, sneezers with otaku (passion) and they will spread the word for you. The case study shows you my creation of the message for a new innovative product; poken. It gives Poken the promotion tools they need to stay active and to make a worldwide breakthrough.

Poken Map concept




^ This is a concept design for the Poken Worldwide Widget. Together with Google Maps and Twitter, Poken can pinpoint all the poken owners and poken sellers all over the world. It will be a visual presentation for poken's success.

For more information check the graduation page.