Liberated Woman Lifestyle Preferences

Neuromarketing

• Neuromarketing is used to understand consumers' unconscious reactions to products and advertising
• It aims to measure brain activity to identify what triggers emotional responses in consumers

Experimental Store

• The experimental store allows market study agencies to observe consumers' behavior in a realistic shopping environment
• It is equipped with cameras, sensors, and other devices to track consumers' actions and reactions

Glasses with Red Dots

• The glasses with a system of red dots track eye movements to identify what catches consumers' attention
• They cost 20,000 euros and are used in neuromarketing research

Electromyograph

• The electromyograph measures facial muscles to detect emotional responses to products or advertising
• It was developed by Olivier Drewler

Eric Sanglo

• Eric Sanglo is the director of BVA, a market study agency
• He is involved in neuromarketing research and studies consumer behavior

Taboo Subject

• Neuromarketing is a taboo subject among companies due to concerns about privacy and manipulation of consumers

Companies' Motivation

• Companies use neuromarketing techniques to understand consumers' unconscious reactions and create more effective advertising and products
• They want to know what triggers emotional responses in consumers to influence their purchasing decisions

Unconscious Reactions

• Neuromarketing aims to understand consumers' unconscious reactions, which they may not be aware of themselves
• The phrase "without us knowing" suggests that consumers may not realize what drives their purchasing decisions

Nike and Michael Jordan

Challenges Faced by Nike

• One of Nike's main challenges in 1984 was to create a brand that could compete with established brands like Adidas and Converse

Michael Jordan's Initial Resistance

• Michael Jordan initially resisted signing with Nike due to concerns about the brand's reputation and quality
• He also didn't like Nike's bulky shoes at the time

Peter Moore's Solution

• Peter Moore, Nike's creative director, addressed Michael Jordan's concerns by creating a shoe that was both stylish and high-quality
• He used a colorway pattern to match Michael Jordan's Chicago Bulls jersey for the first Air Jordan model

Air Jordan Brand

• The iconic name 'Air Jordan' was coined by Peter Moore
• Nike's motivation for creating the perfect shoe for Michael Jordan was to associate the brand with a successful athlete

Design Challenges

• Designing Michael Jordan's first Air Jordan model was a tricky task due to his specific requirements and concerns about the height of the soles