BASES NESTLE LEARNING PORTAL
YOUR PARTNER FOR PRODUCT INNOVATION
Behavioral Sciences Course Curriculum
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
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
Additional Links
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
Additional Links
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
Additional Links
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?
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 |
