Mediaset bets on neuromarketings Sociograph for the success of his series of fiction Nuevas formas de elaborar ficci n, en la que se implican todas las reas estrat gicas (producci n, programaci n, comunicaci n, relaciones externas e investigaci n y marketing) es la apuesta que ha realizado Mediaset Espa a para evaluar sus series aplicando la tecnolog a de neurom rketing de Sociograph.
New fiction series of Mediaset Spain, como Prince o B&B, de boca en boca and even the next blockbuster Alatriste, han sido testadas y evaluadas con la tecnolog a de neuromarketing de Sociograph, en su departamento de investigaci n y marketing como un innovador valor a adido para conocer la atenci n y emoci n que producen estos contenidos de ficci n en el espectador, tal y como ha explicado Javier L pez Cuenllas, director de marketing de este grupo audiovisual.
Con el neuromarketing, Mediaset busca mejorar su programaci n, determinar si un contenido es viable o no antes de incorporarlo a su parrilla, y crear y ofrecer productos en l nea con los gustos de los espectadores, si bien s lo se utilizar de momento en los contenidos de ficci n.
Para ello se realizan pretest o investigaci n previa con un grupo de personas que portan unos dispositivos inteligentes, a modo de pulsera que incorpora un emisor, capaces de monitorizar las sensaciones y est mulos que tiene cada uno de ellos cuando visualiza un contenido determinado.
La captaci n de estas se ales por parte de cada uno de los participantes mediante estos dispositivos se transforma en datos m s precisos y objetivos para conocer la respuesta general del grupo ante el visionado, como en qu instante est m s atento al contenido; en qu momentos desciende el inter s o cu les impactan m s emocionalmente, etc.
Almost tailored content
En este sentido, el estreno hace una semanas de la serie Prince, protagonizada por Jos Coronado, lex Gonz lez o Rub n Cortada, entre otros, fue un xito de audiencia que sigue manteni ndose. Gracias al neurom rketing, el departamento de investigaci n y marketing de Mediaset puede determinar con el resto de reas implicadas en la serie las tramas que aumentan el inter s de los espectadores y potenciarlas en los diferentes cap tulos, con la selecci n de fotogramas concretos que captan los mayores est mulos, as como eliminar aquellos que no calan en la audiencia.
En cuanto al marketing se refiere, otra de las ventajas a adidas de esta t cnica es que permite insertar en el momento adecuado y m s emocional un product placement o pausa comercial reduciendo al m ximo la p rdida de inter s o cambio de canal de los espectadores.
Electrodermal activity
El neuromarketing es una t cnica patentada que aplica t cnicas del entorno de la neurociencia al mbito comercial, basada en la medici n de la actividad electrod rmica de un grupo de personas mediante la que se puede medir la atenci n, concentraci n, esfuerzo mental y la emoci n del individuo gracias a la incorporaci n de un dispositivo inteligente dotado de un emisor (pulsera, anillo, gafas, ), que env a se ales a un receptor con los est mulos que cada individuo tiene en cada momento del visionado.
El receptor es capaz de reunir y procesar dichas se ales para ofrecer datos precisos de la atenci n e impacto emocional general que ha manifestado dicho grupo, lo que ayuda a predecir su conducta. Adem s, esta tecnolog a permite medir segundo a segundo los cambios en la actividad cerebral y analizar c mo responde a las comunicaciones digitales y de qu manera les afecta tanto a nivel emocional como racional.
Esta tecnolog a que ofrece Sociograph Neuromarketing pretende superar las limitaciones de los modelos tradicionales de investigaci n de mercados, como cuestionarios, entrevistas, sondeos, etc. y actualmente se utiliza en numerosos entornos.
Un caso reciente ha sido durante la reciente celebraci n de Fitur 2014, con un proyecto denominado Destin metro desarrollado por DoubleYoy Madrid con tecnolog a de Sociograph e Icon Multimedia para TourEspa a, organismo nacional de Turismo responsable del marketing de Espa a en el mundo.
El Destin metro utilizaba tecnolog as de medici n sensorial mediante un dispositivo del tipo huella dactilar que captaba las se ales y respuestas electrodermales de los participantes mientras visualizaban im genes de diferentes destinos de turismo espa oles, que se analizaban en tiempo real y mostraban cu les eran las respuestas emocionales m s positivas respecto a un destino concreto que se hab a visualizado.
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Mediaset bets on neuromarketings Sociograph for the success of his series of fiction Nuevas formas de elaborar ficci n, en la que se implican todas las reas estrat gicas (producci n, programaci n, comunicaci n, relaciones externas e investigaci n y marketing) es la apuesta que ha realizado Mediaset Espa a para evaluar sus series aplicando la tecnolog a de neurom rketing de Sociograph. 
