Applied neuroscience: Hovis - Researching autopilot purchase

This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category.

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...

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