Applied neuroscience: De Hypotheker - Pretest using fMRI

This case study explains how De Hypotheker, the Dutch mortgage adviser, used neuromarketing technique fMRI testing to guide creative development, optimise copy and predict effectiveness.

Applied neuroscience: De Hypotheker – Pretest using fMRI

Leslie Hogeveen and Martin de MunnikDe Hypotheker and Neurensics

Admap: Applied neuroscience

This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.

This case study for De Hypotheker shows how Neurensics leveraged the power of fMRI to guide creative development, optimise final copy and predict likely effectiveness.

The business problem

De Hypotheker is a leading Dutch mortgage adviser. In the Netherlands, it is well known for a campaign that boosted brand awareness. Brand awareness, however, is not enough to persuade...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands