A new roadmap for ad optimization: Integrating neuroscience with leading advertising research

Mitzi Lorentzen, Elissa Moses and Kelley Peters

This paper argues that, in their efforts to understand the full spectrum of consumer response to brand communications, marketers are seeking practical examples of neuroscience methods combined with traditional quantitative research that deliver robust and actionable insights.

A new roadmap for ad optimization: Integrating neuroscience with leading advertising research

Mitzi LorentzenMillward BrownElissa MosesEmSenseKelley PetersPost Foods

Introduction

In their efforts to understand the full spectrum of consumer response to brand communications, marketers are looking to augment the learning they gain from traditional research with new and innovative techniques. Among the most promising new approaches are those based on advances in applied neuroscience, which promise to shed light both on cognitive response and more visceral emotional reactions.

Marketers are seeking practical examples of neuroscience methods combined with traditional quantitative research that deliver robust and...

WARC subscribers can sign in to keep reading

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