Friday, June 3, 2016
1:00 - 1:20 PM
Ted Talks - Duluth/MacKenzie

Touch to Sell: Neuromarketing's Full Toolkit to Captivate the Senses

Neuroscience research has demonstrated that the brain reacts differently to visual versus tactile communications. This reaction affects how you perceive s brand, its value and quality. For example, the touch characteristics of a toothpaste package affect the consumer's evaluations and inferences of it.

In an increasingly digitized world, consumers crave a multi-sensory experience in order to gain a memorable impression of their favourite brands. While drawing from the latest scientific research, we will highlight a case study featuring Colgate-Palmolive, on the topic of creating packaging and tangible experiences that sell.

Join us to learn about:

Interest Statement:
Today's marketing researcher is in an exciting position to innovate and transform their business. The role of the researcher is changing, and we believe it is critical to stay head with the latest research on the effect of great packaging and tangible media on the brain.

Learning Outcomes:
Fact and fiction when it comes to brain measurement Methodologies and technologies applied to tracking emotional enagement The brain and tactile sense Making decisions at the shelf The power of print The science of great packaging.


Diana Lucaci
Founder and CEO of True Impact

Diana Lucaci is the Founder and CEO of True Impact, Canadian Chair of the Neuromarketing Science and Business Association (NMSBA), Top 30 under Thirty by Marketing Magazine and winner of the Best in Class research award, from the Marketing Research and Intelligence Association (MRIA). True Impact's mission is to humanize marketing with brain science, having helped clients like Canada Post, Colgate-Palmolive, Yahoo Canada, DDB Group, Plastic Mobile and many more. She holds a degree in Neuroscience and Psychology from the University of Toronto.