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Roy Tang

 

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Trendsetters: Ruihong Tang Tells how Neuromarketing is at the Leading Edge of Technology in China and the World

Ruihong “Roy” Tang, the young Founder & CEO of Beijing-based Brain Intelligence Neuro-Consultancy Ltd., has an eclectic international background. A Chinese national, fluent in beautiful, lilting English, she studied Cognitive Neuroscience and Psycholinguistics in the UK at York and Research & Development in Warsaw, Poland. She then turned to marketing and the private sector in China. A year and a half ago, she started her own company.

Today, this fearless entrepreneur is doing leading-edge neuroscientific and eye-tracking research. She has a keen passion for advertising and has the tenacity to measure it in important new ways.

Ruihong Tang has been able to demonstrate in the vast and complicated world of Chinese Internet Advertising, how marketers can stop guessing about their online media returns. She shows how the precision of her eye movement and brain monitoring data proves that there is often a discrepancy between ad pricing and visual attention/human interest.

In addition to having the knowledge, resources and talent to create Brain Intelligence Neuro-Consultancy Ltd., her client roster now includes the likes of Unilever, IBM, Conde Nast, Ipsos, Master Kong (Instant Noodles), and Qunar.com (China's first travel search engine).

She is also an evangelist--speaking convincingly about her work at events for ESOMAR, the Amsterdam-based organization dedicated to the advancement of market research worldwide, and for the China International Advertising Festival (CIAF), the annual gathering that attracts over 88,000 ad practitioners, which recently took place in Shenyang, Liaoning Province at the end of September.


Her belief is that the brain is the origin of all human decision making, and all behavior is a direct reflection of how the brain works. "Therefore," she says, "in order to truly understand ourselves as humans, we first need to make sense of the brain. By applying neuroscience technology to market research, we can now provide marketers with a window into the mind of the consumer with a scientifically evidenced, quantitatively based means of evaluating emotional feedback and cognitive engagement in response to all forms of marketing stimuli."

Examples include:
» The evaluation of communications (TV advertising, print, web)
» Innovation (product, concepts, packaging)
» Shopper experience (both in-store and virtual)

Her real forte, though, is anything that has to do with the internet. This includes:
» Web usability (increasing conversion rates)
» Digital advertising (increasing ROI)
» Media research (identifying and understanding the idiosyncrasies of advertising on the internet).

Ruihong Tang points out: “Neuroscientific methods are particularly innovative for analyzing the internet setting. The online environment is extremely complicated, filled with myriads of variables that determine the usability of websites or the effectiveness of digital advertising. Traditional market research methods fall short in this regard, mainly because capturing feeling or experience itself by way of direct surveys is both factually and temporally imprecise.”

She adds, “Neuroscience, on the other hand, can tell you precisely which variables matter in the first place; it can track, with great precision:
» To what consumers pay attention
» What they ignore
» How they actually feel about these messages, all down to the millisecond

Consequently, it can unearth unparalleled insights from the subtleties that otherwise escape other methods. All in all, neuromarketing can provide marketers with an unmatched degree of clarity.”

For a glimpse of her work, go to: http://v.youku.com/v_show/id_XMjk2MzQ1MzAw.html.


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