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Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
Nokia transforms its approach to in-store marketing
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages.
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages. By tailoring its approach to precisely match the customer journey, it was able to focus on getting phones into the hands of shoppers, which is the most powerful influence on purchase decisions. It also successfully cut out any previously wasted spending.
Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking
Tang Ruihong and Caroline Ji, ESOMAR, Congress, Istanbul, September 2013
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising. Research has shown that budgets for online video ads are catching up with traditional television spending, but doubt still remains as to their effectiveness. It is argued that traditional television and online video are, in contrast to common assumptions, very different media that require separate strategies. The study presented here uses a multiscreen neuroscience study to better understand how advertising budgets should be allocated. It recommends that when the reachable audience and media costs are the same across online video and television, media buyers should consider prioritising online video.
How Does Your Cappuccino Feel?: Using synaesthesia to create a visually interactive experience of flavour
John Pawle and Dominique Delfaud, ESOMAR, Best Case History Award, Congress, Istanbul, September 2013
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands.
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands. Mane has developed an innovative diagnostic approach to flavour testing, by measuring emotional responses using the principles of Synaesthesia (a neuro-psychological mechanism). This technique has now been used for taste testing in a number of different product categories in Russia, the UK, France and Germany. This paper focuses on the latest test completed on instant flavoured cappuccino in the UK, which allowed the company to create 'flavour profiles' of emotions associated with specific flavours. These profiles will be used in brand positioning.
Old Meets New: Word association, implicit tests, emotions and eye tracking in the global market
Alejandro Salgado-Montejo, Carlos Velasco, Sebastián Olier, Milena Sabogal and Charles Spence, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services.
This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services. Focusing on packaging, three case studies are used to demonstrate how traditional and new techniques can be integrated to generate actionable insights. Participants from different regions are compared, using word association tests, sound symbolism scales, facial expression and emotion questionnaires, as well as eye tracking. The implications of employing these methodologies for exporting products and entering new markets is also discussed.
Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness
Daniel McDuff, Rana El Kaliouby, Evan Kodra and Laurent Larguinet, ESOMAR, Congress, Istanbul, September 2013
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales.
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales. Research was conducted to quantitatively measure tacit emotional response to ads through facial recognition, with this information then matched to sales data. Data was collected for over 140 ads in four countries and used to identify the emotional trajectories that are most predictive of sales. It was found that amusement was the strongest predictor of sales. The findings of the research are explained and the ways in which the methods used could be applied to other areas of market research discussed.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
Using Neuromarketing to Discover How We Really Feel About Apps
Melody Adhami, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile.
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile. The two firms used brain-imaging technology to gather insights on how users are feeling and reacting to mobile commerce experiences. Thirty participants used the iPhone to navigate three transactional applications through a pre-determined purchase path while using EEG and eye tracking hardware. These devices analyzed the emotional and attentional activation of the brain, and what aspects of the applications saw the most visual attention. Participants were asked to complete two surveys, one before and one after using the applications, to garner information on the implications of mobile applications to brand perception. Results showed that users do not always say what they are really thinking or seeing, that apps have a significant impact on overall brand perception and that user experience impacts on whether or not the user shops in the app.
Nature imagery in advertising: attention restoration and memory effects
Patrick Hartmann, Vanessa Apaolaza and Patxi Alija, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 183-210
Environmental psychology postulates that interacting with nature has inherently positive emotional, cognitive and physiological effects.
Environmental psychology postulates that interacting with nature has inherently positive emotional, cognitive and physiological effects. Based on Attention Restoration Theory and related research, this paper presents a theoretical framework hypothesising that nature imagery presented in an advertisement enhances cognitive advertising message elaboration and memory. Three experimental studies, including an eye-tracking experiment, which successively addressed emotional, information processing and memory effects of exposure to nature imagery in advertising, provided evidence supporting postulated effects. Findings confirmed the hypothesis that advertisements featuring visual representations of pleasant nature scenes can evoke very similar emotional responses to those experienced in pleasant natural environments, which constitutes a necessary condition for the suggested cognitive effects. As hypothesised, advertising messages of advertisements featuring pleasant nature imagery achieved higher memory scores in both unaided recall and recognition compared to identical advertisements displaying a variety of other attractive pictures.
Understanding the drivers of standout video experiences
Jared Skolnick and Shawn Baron, ARF Experiential Learning, Re:Think conference, 2013
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action.
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action. Consumer engagement mode (click-to-play vs. auto-play) was found to be the most important element for advertisers to consider when their objective is driving brand awareness. The quality of the website a video ad appears on was found to be the primary driver of brand perception, consumer intent, engagement, and overall satisfaction. The research also found that click-to-play ads elicit nearly four times more positive emotions from consumers than auto-play ads and that larger video players evoke higher levels of brand awareness.
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Quantitative data collection
Scanner panels, retail audit
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