Learn how accurately measuring attention, emotion & memory can help you discover new ways to optimise your website, landing pages and campaigns. At the end of the day, whether a campaign, website or landing page is successful or not comes down to one thing - A human making a decision. The science behind decision making has been researched by psychologists and neuroscientists for a decade, but only in the recent years has technology, science and business merged interest in validating methods and metrics. With the rise of wearables the foundation for a scalable way to gather valid data on decision making emerged.

1. Momentof decisionmaking
Master the

2. DoingCRO for10 years
1.000tests –25% win rate
@karstenlund

3. DoingCRO for10 years
1.000tests –25% win rate
@karstenlund

4. a determination arrived atafter
consideration
“
”
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5. a determination arrived atafter
consideration
“
”
3.000
We make
decisions daily

6. Evolutionshapedourbrainforoptimal
decisionmaking
@karstenlund

7. 100billionneurons
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8. Eachwith10.000 connections
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9. Morepossibleconnections
thanthereareatomsintheentireuniverse
@karstenlund

10. Threesimpleconcepts
Attention Emotions Memory
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11. Attention
The act or state of applying the mindtosomething
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12. Howweactuallyseetheworld
@karstenlund

13. @karstenlund

14. Wemissoutonalotofinformation
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15. Wemissoutonalotofinformation
Did you happen to notice the giant Godzilla?
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16. @karstenlund

17. @karstenlund

18. Emotions
@karstenlund

19. Emotionsareunconscious
While feelings are conscious
Emotions Feelings
Unconscious Conscious
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20. Measuringemotionalimpact
PRODUCT FIXATION
MOTIVATION SCORE
Asymmetric activation in the prefrontal cortex +
Level of arousal
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21. Memory
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22. VW–Theforce
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23. Evian–Baby&me
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24. High emotional impact &
activation
@karstenlund

25. High emotional impact &
activation
Product enters the story &
emotional impact and activation
heavily decreased
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26. High emotional impact &
activation
Emotional impact and activation again goes up,
and finishes at a high
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27. Emotional impact and activation is consistently
high throughout the commercial
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28. Which onewas
a success
And whichonewas a
failure
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29. Masteringthemomentofdecisionmaking
Attention Emotions Memory
Comes down tomeasuring what we pay attention to, howwe react and what weremember about it
@karstenlund

30. Thank you!
@karstenlund