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How new technology is delivering deeper shopper insights
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report discusses the ways in which digital technologies can help brands understand changing consumer behaviour.
This event report discusses the ways in which digital technologies can help brands understand changing consumer behaviour. As one of the simpler possibilities, Debenhams, the department store chain, has utilised its Design Team online community to track purchase behaviour, collect customer feedback and monitor emerging trends. At the other end of the spectrum, GlaxoSmithKline, the pharma giant, has established a high-tech shopper insights centre that uses everything from virtual reality stores to biometric testing to conduct in-depth research at the most granular level.
Warc Advertising Research 2013: Researching the implicit memory
Brian Carruthers, Event Reports, Advertising Research, September 2013
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'.
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'. It was stressed that understanding implicit thinking is a route to improving traditional research, rather than replacing it. Topics addressed included understanding the context in which consumers interact with brands, using metaphorical techniques in research, recognising the emotions that act as drivers and the effect of mobile and new technology on market research. The conference also looked into the future for market research and its likely evolution.
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.
Researching implicit memory: Deep dive through trance
Lisa Morgan, Admap, May 2013, pp. 36-37
This article describes how brands can use hypnosis or trance techniques to better understand consumers' thought-processes and unconscious purchase choices.
This article describes how brands can use hypnosis or trance techniques to better understand consumers' thought-processes and unconscious purchase choices. A dual-method research project that involved trance and standard qualitative interviewing revealed the sub-conscious influences on supermarket shopping. For example, in-store discount messaging resonated with consumers, as did additional sensory factors such as smell, taste and touch. The research also showed the significance of strong first impressions that can lure customers away from familiar brands in favour of new ones. By contrast, brand advertising messages rarely feature in trance interviews; possible reasons for this are 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.
Face Value: Measuring emotions without the guesswork
Graham Page, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation outlines a new, indirect measurement of responses to marketing and brands. New methods from the field of neuromarketing provide the ability to measure biometric indicators of emotion directly, but they also add to the wide array of existing methods for measuring emotion.
This presentation outlines a new, indirect measurement of responses to marketing and brands. New methods from the field of neuromarketing provide the ability to measure biometric indicators of emotion directly, but they also add to the wide array of existing methods for measuring emotion. By using automated coding of respondents' facial expressions, marketers can read their emotional responses and understand the real emotional power of television spots. These facial measures have been shown to relate to in-market performance.
Consumer Neuroscience: Application to ad effectiveness
Thom Noble, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation.
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation. Such an approach is necessary, given the importance of the subconscious in consumer decision-making. The presentation discusses the benefits of neuro ad-testing, research methods including EEG, implicit testing and eye-tracking, and suggested applications to advertising. Case studies mentioned in the presentation include projects for Fiat and FOX Sport. The presentation concludes with examples of how neuro-marketing can track ad resonance with key brand attributes - and advice on how to get the most from neuro techniques.
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Neuroscience and biometric methods
Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Consumer and shopper panels
Ethnography and observation
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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