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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.
Tuning into TV ads: How emotion research transforms our understanding of advertising in Asia
Alastair Gordon, Joe Wheller, Vuong Manh Giang and Winnie Yeung, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper reports on a study of TV advertisements across five Asian markets (with a particular focus on Vietnam) utilising facial imaging technology to measure consumers' emotional responses.
This paper reports on a study of TV advertisements across five Asian markets (with a particular focus on Vietnam) utilising facial imaging technology to measure consumers' emotional responses. The research relates emotional response to intended purchase and recommendation, demonstrating that facial imaging methods provide insights into how Asians are reacting to current TV advertising.
Opening the Black Box: An academic evaluation of the ability of EEG to predict advertising effectiveness
Gemma Calvert, Cristina de Balanzó and Steve Watkins, ESOMAR, Congress, Atlanta, September 2012
This paper analyses two neuroscientific techniques and contains results of an academic evaluation of the ability of electroencephalography (EEG) and eye tracking (ET) to predict advertising effectiveness.
This paper analyses two neuroscientific techniques and contains results of an academic evaluation of the ability of electroencephalography (EEG) and eye tracking (ET) to predict advertising effectiveness. The project involved scanning a group of primary household shoppers while they viewed a 60-minute documentary interspersed with five advertisement breaks each of five and a half minutes. Standout results include the fact that there are clearly limitations in terms of using EEG alone. Indeed, the additional insights gleaned using ET – that further refined the interpretation of EEG data – would seem to suggest that the most effective way forward lies in the integration of these two complementary tools.
Un-mommed: Can moms and their families survive? What happens when moms take a 48 hour time-out
Jane Gould, Andrea Strauss and Wynne Tyree, ESOMAR, Congress, Atlanta, September 2012
Understanding the family starts with understanding the mother. And perhaps the best way to establish her role in the household is to see how the rest of the family copes when she isn't there.
Understanding the family starts with understanding the mother. And perhaps the best way to establish her role in the household is to see how the rest of the family copes when she isn't there. This research for Nickelodeon involved separating 11 mothers from their families for 48 hours and installing cameras in their homes. Family members were also given diary cameras and biometric monitoring bracelets. The qualitative study uncovered a number of insights which informed a subsequent nationwide quantitative survey. The findings have been shared externally with key Nickelodeon partners.
Babyface: Reading nonverbal cues to measure infants' acceptance of food products: How mothers know whether or not their babies like a product and how to communicate baby preferences back to their mothers
Payal Kondisetty, Lauren Yourshaw, Amy Elkes, Ashley Gabel and Kelly Sheahan, ESOMAR, Congress, Atlanta, September 2012
This paper discusses the results of a study that aimed at better understanding core Stonyfield YoBaby yogurt users' level of acceptance of a new product formulation.
This paper discusses the results of a study that aimed at better understanding core Stonyfield YoBaby yogurt users' level of acceptance of a new product formulation. The project involved recording research participants' YoBaby consumption at home via video recording equipment, along with follow-up interviews and ethnography. The paper goes on to suggest several advantages to this methodological approach: one is that the videos provide a powerful means of communicating findings to executives or other decision-makers who were not closely involved in the research.
Research in a world without questions
Tom Ewing, Bob Pankauskas, Robin Brown and Joseph Chen, ESOMAR, Congress, Atlanta, September 2012
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do.
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do. It covers behavioural economics, observational and ethnographic research, social media research and innovative qualitative techniques in order to show the possibilities of research without questions. It also provides a unifying framework for considering behaviour and decision making, a series of studies conducted across these areas by BrainJuicer and a selection of cases from Allstate Insurance that work with these techniques.
Measuring emotions through a mobile device across borders, ages, genders and more
Rolfe Swinton and Rana El Kaliouby, ESOMAR, Congress, Atlanta, September 2012
This paper argues that mobile phones are able to capture consumer responses to rich media, meaning that technology can be used to identify facial expressions and map these to emotional states.
This paper argues that mobile phones are able to capture consumer responses to rich media, meaning that technology can be used to identify facial expressions and map these to emotional states. The paper documents an iterative process to develop, test, and validate the use of mobile as a way of testing ad recall and assessing the emotional impact that a given ad has on a group of people through facial coding. It shares findings from testing recall of TV ads in Brazil and other emerging markets, as well as six ads in the beverage category in two cities in India, which highlights differences in ad responses by demographics and location. Ultimately it claims that mobile devices create many opportunities for innovation in market research.
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Neuroscience and biometric methods
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Eye-tracking and visibility research
Online market research
Qualiquant, mixed mode
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Neuromarketing, brain science
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