Applied neuroscience: Hovis – Researching autopilot purchase
Matt Hunt and Phil BardenHovis and Decode Marketing
Admap: Applied neuroscience
This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.
In this case study for Hovis, we see how Decode Marketing used implicit response testing, through matching category and brand neuropsychological goals. This enabled Hovis to better understand what drives purchase intent in a low-involvement category.
The business problem
If ever there was a category that epitomised the shopper buying on 'autopilot' it's that of sliced wrapped bread. Decision science...