BASES NESTLE LEARNING PORTAL

YOUR PARTNER FOR PRODUCT INNOVATION

Behavioral Sciences Course Curriculum 

Restaurant Industry Success

Nestle USA has been broadening its understanding of non-conscious implicit drivers of consumer behavior for a number of years.  This course curriculum is designed to continue and strengthen that effort.  

 

This 8 module course will guide you through the fundamentals of Behavioral Science, methods, and key brain systems important for communications.  

 

Each module consists of a 15 – 30 minute session led by neuroscientist Dr. Elise Temple accompanied by downloadable slides, handouts, and activity as well as external links for further exploration. 

This e-learning curriculum is designed for people to use individually or as a group.  If live consultation with Dr. Temple is desired, reach out to your BASES contact to organize.   

Module 1: What is Behavioral Science & Why Does it Matter?

An introduction to Behavioral Science and why it is important in understanding consumers.

Resources

Cognitive Bias Handout

MODULE 2: What do we measure & What does it mean?

An overview of System 1/ System 2, methods, and brain systems we measure that are important for comms. 

Resources

MODULE 3: Emotion = motivation

An exploration of the emotion system in the brain, what drives it, and how to leverage it in comms. 

Resources

MODULE 4: Memory in the brain – so much more than recall

A deeper dive into the memory system in the brain and why relevance and connection matters.

Resources

MODULE 5: Why Attention may not always be good in comms

A neuroscience understanding of attention and how to use attention strategically in comms. 

Resources

MODULE 6: BeSci understanding of a brand in your brain

An investigation into what a brand is in people’s brains and how to strengthen it.

Resources

MODULE 7: Value in the brain is not rational and ALWAYS depends

A discussion about value perceptions in the brain and why context is so important for consumer’s understanding of value. 

Resources

MODULE 8: Bringing it all together with Lean Cuisine case study

Now we go through the Lean Cuisine Neuro Ad Test results to bring it all together. 

Resources

QUESTIONS?

BASES Neuro:
Dr. Elise Temple
elise.temple@nielsenIQ.com
Nestle:
Linsey Berberich
linsey.berberich@us.nestle.com

Nielsen Innovation

Solutions Overview: Restaurant Capabilities

Discover a Compelling Proposition

Solution Quick Screen Rank and Sort Idea Screen
Study Type Idea Ranking Idea Ranking Idea Qualifying
Purpose Quickly Rank Ideas plus Guest Feedback Rank Ideas with Feedback across multiple occasions Evaluate & Qualify Ideas to Take Forward
Deliverable Online Results in Nielsen Studio (No Report) Full Report + Strengths & Weaknesses in Nielsen Studio + Data File Report + Data File
Factors Included 2 Factors
• Need/Desire
• Attention Catching (Uniqueness)
Note: ideas are ranked relative to each other; no database comparison
ADDITIONAL Strengths & Weaknesses Feedback Module
2 Factors
• Need/Desire
• Attention Catching (Uniqueness)
Note: No database comparison
ADDITIONAL Strengths & Weaknesses Feedback Module
4 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
Note: INCLUDES database comparison
Diagnostics No Diagnostics No Diagnostics No Diagnostics
Forecasting No Forecast No Forecast No Forecast
Timing
(may change based on target groups)
~24 Hours from Lockdown to Results ~10 Business Days from Field Start to Results ~15 Business Days from Field Start to Results

Develop a Compelling Proposition

Solution Quick Screen Snapshot Optimizer BASES I
Study Type Concept Screen Concept Screen Concept Optimization Concept Evaluation
Purpose Prioritize Concept(s) to Take Forward Prioritize Concept(s) to Take Forward Optimize Concept Variations into a Full Proposition Qualify & Size the Concept, with Rigor
Deliverable Online Results in Nielsen Studio + Simplified Report + Exported Verbatims File Full Report + Data File + Verbatims File Full Report + Data File + Verbatims File Full Report + Data File + Verbatims File
Factors Included 6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
Optimize to Top 3 Concepts AND 6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
8 Factors
Snapshot Factors +
• Message Connection
• Clear/Concise Message
Diagnostics Limited Diagnostics Limited Diagnostics Limited Diagnostics Detailed + Custom Diagnostics
Forecasting OPTIONAL Simplified Forecast Add-On OPTIONAL Simplified Forecast Add-On OPTIONAL Simplified Forecast Add-On Detailed Forecast Included
Timing
(may change based on target groups)
~10 Business Days from Lockdown to Results ~20 Business Days from Field Start to Results ~35 Business Days from Field Start to Results ~30 Business Days from Field Start to Results

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