Young Neuro-Scientist, Age 24, Alters Medium Strategy and Collaborations at Mindshare
Rewritten Article:
Meet Kelechi Nwankwoala, the maverick at NeuroLab, serving as the research lead for Mindshare's consumer neuroscience lab. His role involves measuring consumer emotions through innovative techniques like electroencephalogram, facial expression analysis, and implicit association tests.
Recently, Nwankwoala spearheaded a groundbreaking global study with Snap that demonstrated remarkable insights, influencing social media investments for Mindshare's clients across 14 markets. The study, involving a colossal panel of 28,000 adult participants, has revamped the way Mindshare's CPG, travel, and financial services clients approach media planning. This revolution has also perked up other GroupM agencies.
"Empathy lies at the heart of it all," Nwankwoala shared with ADWEEK, succinctly summing up the crux of marketing—connecting emotionally with your audience, understanding their triggers, and anticipating their responses.
Nwankwoala's strides in neuro research and pioneering methods to gauge consumer emotions bagged him the 'Media Rising Star' title at ADWEEK.
Insights from consumer emotion studies, though not explicitly mentioned about Nwankwoala's study, generally throw up some intriguing revelations. For instance, consumers crave platforms that cultivate a strong emotional bond, champion values they uphold, or resonate with their personal interests. Trust and authenticity loom large in determining consumer loyalty. Platforms that promote transparency and maintain their credibility tend to enjoy a significant user base.
Personalization is another key element that appeals to consumers. They thrive on customized content and experiences tailored to their unique preferences. The creation of vibrant communities is another critical factor in sparking emotional investment from users. Lastly, the platform's user experience (UX) plays a crucial role in driving consumer emotions and their readiness to invest in the platform.
- Kelechi Nwankwoala, the research lead at NeuroLab for Mindshare's consumer neuroscience lab, uses techniques like electroencephalogram, facial expression analysis, and implicit association tests to analyze consumer emotions.
- Nwankwoala partnered with Snap on a groundbreaking global study that impacted social media investments for Mindshare's clients, revealing insights that have changed the approach to media planning in 14 markets.
- In an interview with ADWEEK, Nwankwoala emphasized the importance of empathy in marketing, stating that connecting emotionally with audiences, understanding their triggers, and anticipating their responses is key.
- The 'Media Rising Star' title at ADWEEK was awarded to Nwankwoala due to his contributions in neuro research and developing methods for gauging consumer emotions.
- Data from consumer emotion studies often uncover interesting findings, such as the fact that consumers prefer platforms that foster emotional connections, align with their values, resonate with their interests, foster trust and authenticity, offer personalization, create dynamic communities, and provide a positive user experience (UX), which all influence their readiness to invest in the platform.
