Twenty-four-year-old neuro researcher is restructuring Media Strategies and alliance collaborations at Mindshare
Kelechi Nwankwoala, the research lead at NeuroLab, is responsible for cracking the code on consumer emotions. He does this by employing state-of-the-art methods, such as electroencephalogram, facial expression analysis, and implicit association tests. His recent collaboration with Snap, the teal Snapchat ghost himself, has propelled him into the limelight – shaping the investment strategies of Mindshare's clients spanning CPG, travel, and financial services.
With his groundbreaking research, Mindshare's clients can now bend consumer behavior to their will, leveraging Nwankwoala's data collections to fine-tune their media planning. And it's not just Mindshare benefiting; other GroupM agencies are also cashing in on this neuro revolution. Rather than the hard sell, Nawnkwoala prefers a more empathetic approach: resonating with the customers, treating them with understanding, and gauging their reactions.
Nawnkwoala's stellar work in neuro research and his innovative approach to measuring consumer emotions have landed him the title of ADWEEK's Media Rising Star. To better grasp the impact of his study with Snap, let's delve deeper into the intricate relationships between neuroscience, social media, and consumer behavior:
Neuroscientific Studies & Social Media: A Perfect Match
Emotional Engagement
- By understanding the emotional underpinnings of users' interactions with content, brands can adapt their messaging to evoke desired reactions in their target audience. User-generated stories and interactive formats, for instance, often strike a chord with consumers, fostering a more emotional bond between the brand and the audience.
Attention & Memory
- Neuroscientific research sheds light on how our attention and memory are affected by different types of content. Crafting an engaging mix of visuals, text, and videos can help increase brand recall and strengthen a user's connection with the brand.
Personalization
- The more personalized and relevant content feels to the user, the more likely they are to engage with it. This is rooted in neuroscientific principles, where humans have a natural inclination towards things that resonate with their interests.
Social Interaction
- Social media platforms like Snapchat facilitate real-time interactions, and understanding the neuroscience behind these exchanges can help brands drive engagement. The release of dopamine during social validation or sharing of content, for example, demonstrates the strong psychological pull of these interactions.
Cross-Platform Behavior
- By exploring how users traverse multiple social media platforms, researchers can provide valuable insights into crafting consistent and cohesive branding and messaging strategies across these platforms.
Of course, the exact details of Kelechi Nwankwoala's research remain a well-guarded secret. For now, we'll have to bide our time and let the secrets of consumer behavior unfurl. Nevertheless, the future sure looks bright for neuroscientific insights in the realm of social media!
In the realm of neuroscientific research, Kelechi Nwankwoala's work with Snap has opened new avenues for business and finance, allowing companies to tailor their strategies based on consumer emotions and preferences, thus revolutionizing the way brands engage with their audience. The empathetic approach of analyzing consumer emotions through neuro technologies such as facial expression analysis potentially finds applications in finance, as it could provide unique insights into consumer behavior and help businesses make more informed decisions.
