Jonathan Cornelissen joins Mindspeller Advisory Board
DataCamp Co-Founder & Angel Investor, Jonathan Cornelissen, PhD, joins Mindspeller's Advisory Board. Jonathan helped grow DataCamp to over 4 million students, 100k+ subscribers and from $0 to $30,000,000 in ARR. As the company's CEO he more than doubled the team and revenue every year (5 years in a row). We welcome Jonathan Cornelissen to our Advisory Board and look forward to learning from his experiences at DataCamp.
33% CLOSER TO YOUR INTENDED BRAND IMAGE WITH DPG MEDIA AND MINDSPELLER
The perfect match is important. No, we are not talking about the love of your life, rather about finding the right fit for your billboard. To discover which TV-program matches best with your brand values, DPG Media developed a new test in cooperation with Mindspeller: the FIT survey. Curious to know what this entails and how this can lead to better results? Read all about it here!
HOW THIS LEUVEN-BASED START-UP ALMOST LITERALLY READS YOUR MIND
Know what your customer wants: it's the mantra for every self-respecting marketer today. But how do you find out? To bombard that same customer with surveys is not a good idea according to the start-up Mindspeller. Because according to the company from Leuven, there is a huge difference between what people say and do.
Ghent/LEUVEN - There are 8 of them. The start-ups that are allowed to participate in the Birdhouse accelerator program this year. In the coming weeks we will introduce you to each of them. The start-up Mindspeller, a spin-off of KU Leuven, helps companies with their communication strategy on the basis of scientifically based neuromarketing.
MINDSPELLER CO-FOUNDER PROF. MARC VAN HULLE USES EEG TO MEASURE BRAND ASSOCIATION STRENGTH
Two brands were tested with related and unrelated associations
We considered two video on demand brands, Netflix and Rex&Rio, and selected a set of words grouped in 4 categories that were either related (Television, Relaxation, and Price), in varying degrees, or unrelated (Unrelated) to the said brands.
The experiment started with both brands’ TV commercials, as a common reference for our participants. We then applied a semantic priming paradigm in which a brand logo (“prime”) was followed by a word (“target”), and the strength of the N400 responseto the word used as an inverted measure of the association strength with the brand logo.
The EEG ERP protocol showed a difference while traditional surveys did not
We clustered the results and we could see that for Netflix the cluster with the strongest associations consisted of words related to Television. But for Rex&Rio it consisted of words related to Relaxation.
We also evaluated the relationship between the two brands and determined which associations they share or which ones not. It turned out that associations related to Relaxation and Television distinguishthe two brands.Interestingly, survey data did not show any differencebetween the two brands as they were equally associated with Television and Relaxation. These findings show that our N400 technique can reveal brand associations, and natural categories thereof, that would otherwise go unnoticed when using conventional surveys.
Source: Camarrone F, Van Hulle MM (2019). Measuring brand association strength with EEG: A single-trial N400 ERP study. PLoS ONE 14(6): e0217125. https://doi.org/10.1371/journal.pone.0217125.
Mindspeller is proud to be one of seventeen scale-ups to have been selected out of more than 600 applications to participate in the 6th edition of the Birdhouse accelerator program.
The Birdhouse is an intensive scale-up training program with thematic workshops, networking events and personal mentorship from successful entrepreneurs. The mandatory workshops feature themes covering strategic focus, execution, finance and leadership with the aim of expediting business success. The overall objective is to realize transformation from start-up to scale-up within 6 months.
The program started in June with a kickoff event in Gent, Belgium.
During an afternoon filled with motivational speakers and personal coaching an enthusiastic Birdhouse management team walked us through the promising boot camp schedule for the coming 6 months.
Mindspeller will team up with Wouter Van Eetvelde and Peter De Gryse, two carefully selected mentors ready to coach Mindspeller based on their experience in both SaaS and strategic marketing.