Imagine that we can test imagination! An integrated bio-qual approach to test TV ads on a concept level

The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements.

Imagine that we can test imagination! An integrated bio-qual approach to test TV ads on a concept level

Cristina de BalanzóTNS, UKRafal OhmeHuman Mind & Brain, PolandHenk EisingHeineken International, Netherlands

INTRODUCTION

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Interpretation will be a key aspect in this methodological proposal.

With this in mind, we would like to take a first step towards a new...

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