Explore consumers’ unconscious triggers with technology

Everyday, our senses are bombarded with all sorts of stimuli. Most of the time, we are not conscious of the impact that they have on our explicit opinion – including those that we form about brands and campaigns. Companies must then find a way to influence their customers’ initial spontaneous reactions by going beyond what… Continue reading Explore consumers’ unconscious triggers with technology

Using brand associations to beat the competition: the case of UEFA Euro sponsor Heineken

A screenshot of Heineken's homepage depicting their Enjoy the Rivalry campaign.

This year’s UEFA Euro is well underway, and national rivalries are at their peak. Official sponsor Heineken encourages supporters to ‘enjoy’ it in their latest campaign. But how would Heineken itself fare in a stand-off against one of its most important competitors, Stella Artois? Spontaneous associations will clue us in.   Using the right associations… Continue reading Using brand associations to beat the competition: the case of UEFA Euro sponsor Heineken

Reliving Feelings and Emotions using video

Is it possible to convey an actor’s emotions using first person video? Triggering emotions can reinforce your intended brand associations by accelerating the subconscious, associative learning process. In collaboration with Red Bull, Mindspeller started an investigation to better understand if and how marketeers can use video to leverage emotions experienced by the actor. THE SETUP… Continue reading Reliving Feelings and Emotions using video

Can Mindspeller help presidential candidates win hearts and minds?

One of the most interesting aspects of the US presidential elections is the “arms race ” in the deployment of new technology to win the hearts and minds of the American voters. The Trump team has got a pretty formidable war machine at its disposal in this respect. Brad Parscale, now campaign manager for the Trump re-election,… Continue reading Can Mindspeller help presidential candidates win hearts and minds?

Replicating Stella Artois’ brand strategy using big human data

Mindspeller was founded in Leuven (Belgium), the beer capital of the world. We chose Stella Artois, an internationally renowned beer brand, for creating a showcase that demonstrates our methodology and how the Mindspeller AI works. Assumption A few years ago, Stella Artois rebranded its premium lager. When creating this showcase, we assumed that the brand… Continue reading Replicating Stella Artois’ brand strategy using big human data

What can mindspeller teach the mindflayer?

STRANGER THINGS VS BREAKING BAD: HOW A NEURO-SEMANTIC AI CAN IMPROVE YOUR NEXT NETFLIX RECOMMENDATION At Mindspeller, a KU Leuven AI spin-off, we like to help brands improve their consumers’ user experience (UX). Recently, we wondered how popular Netflix series such as Breaking Bad and Stranger Things compare in UX from a consumer neuroscience perspective.… Continue reading What can mindspeller teach the mindflayer?

Can mindspeller’s copy optimizer save lives?

Last month, BBC Future published an article titled “The simple words that save lives.” The article illustrates the impact your choice of words can have when the stakes are high. Police negotiation tactics When dealing with people in crisis, for example, police negotiators often try to keep their subjects talking. In doing so, they noticed… Continue reading Can mindspeller’s copy optimizer save lives?

Reading the thoughts of consumers with EEG

Using eeg recordings to predict video skipping behavior and viewer interest Prof. Dr. Ir. Marc Van Hulle, apart from being one of the founding members of Mindspeller, is also an expert in the field of Brain-Computer-Interfacing (BCI). His laboratory recently published a breakthrough study on EEG recordings that can predict whether an individual decides to… Continue reading Reading the thoughts of consumers with EEG