Dec_2018_uk

Neuroscientist Dr Roeland Dietvorst on the brain
”Leave the
conscious
brain in
peace”
In this issue of nonstopfresh magazine we’re focusing on brands. One relatively new field in
brand development is neuromarketing. This involves scientific research into how the brain
works, with the aim of charting people’s unconscious decision-making processes. And it’s really
worth the effort. Because every day people make many thousands of conscious and unconscious
decisions. The great majority of these happen unconsciously, as a reflex. Neuroscience enables
you as brand to capitalise on these reflexive decisions.
In the heart of Rotterdam
We’re in the heart of Rotterdam. The office of
Alpha.One is on the 12th floor of an office building
close to central station and it offers an incredible
panorama view over the city. You can see Rotterdam
in all its details – and that makes it an appropriate
location for Alpha.One’s office. This company
focuses on researching how people make decisions,
using modern technology to zoom in on the brain.
Just like the people on the 12th floor of the Weena
Building can zoom in on the city ‘below’ them,
giving them a better picture of the city. In this
inspiring space we talk to Dr Roeland Dietvorst
(partner at Alpha.One) about neuromarketing.
Motivating the consumer
‘Virtually all marketing is about how you experience
things. Only a small part of the message focuses
on the rational aspects of a product. It’s usually
about colours, perceptions and associations.
That influences the purchase impulse in the
consumer’s brain. If you as brand owner want to
get a handle on your marketing then it helps if
you know how your message is being received by
consumers. This means understanding unconscious
processes in the brain. I call these unconscious
processes a reflexive process, and it takes place in
the old part of the human brain.’