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...