Facing the future of ad research at Unilever

This presentation examines the approach of Unilever, the consumer goods company, to ad research. The company's approach is based on the idea that consumers do not always behave rationally, and are usually more emotionally motivated.
For this reason it increasingly uses behavioural economics, psychology and neuroscience to inform strategy. Decisions are combinations of intuition and reflection, but market research often encourages more reflection than in real-life situations. For this reason Unilever has used automated facial coding, finding that making people feel emotions is important in advertising....

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