Applied neuroscience: Bud Light - Facially coding Bud fans

This case study explains how Budweiser, the beer brand, used facial image techniques to understand how well animatics predict the effectiveness of finished ads.

Applied neuroscience: Bud Light – Facially coding Bud fans

Nathan Byrne and Tim LlewellynnFabler Studio and nViso SA

Admap: Applied neuroscience

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

This study shows how nViso, by use of a facial-imaging technique, helped Budweiser evaluate the relative effectiveness of animatic versus finished ads.

The business problem

For decades, ad agencies have debated the usefulness of evaluating creative development stages using common pre-testing methods. Key arguments revolve around the belief that it is impossible to replicate the real world...

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