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How behavioural insight can boost effectiveness
Matthew Carlton, Event Reports, IPA Eff Fest, October 2013
This report examines new insights into consumer behaviour and discusses how they could inform marketing.
This report examines new insights into consumer behaviour and discusses how they could inform marketing. Marketers need to be aware that human decisions are shaped by emotion, expert advice and peers, more often than rational thought, and that different categories are guided by different decision-making methods. The report also looks at the 'pilot and autopilot modes' of our brains, with most functions being carried out in autopilot. It includes the Decode Goal Map, which highlights six goals as a framework to create the desire to purchase: adventure, autonomy, discipline, security, enjoyment and excitement.
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.
Researching implicit memory to optimise advertising effectiveness
Sharon Annette and Phil Barden, Warc Exclusive, Advertising Research, September 2013
This presentation describes research by Heineken, the beer manufacturer, into implicit memory in advertising, using examples from various brands.
This presentation describes research by Heineken, the beer manufacturer, into implicit memory in advertising, using examples from various brands. Implicit memory is formed of processes that are not direct, deliberate, controlled or intentional, and can be utilised by brands to encourage value or concept associations. Heineken used this method to identify key purchase drivers and evaluate the impact of ads on these.
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.
Breaking the habit code
Franck Sarrazit and Gerardo Fuksman, TNS, In Focus, June 2013
This article looks at how marketers can create or change consumer habits. It explains, from a psychological perspective, what habits are and how they are triggered and uses the study of eating popcorn in cinemas to demonstrate the importance of context.
This article looks at how marketers can create or change consumer habits. It explains, from a psychological perspective, what habits are and how they are triggered and uses the study of eating popcorn in cinemas to demonstrate the importance of context. It is important not to mix up loyal and habitual consumers, as this can have serious consequences for both acquisition and customer retention strategies. In order to break existing habits, communications must focus on training instead of engaging on a rational or emotional level. Contextual stability is the key to successful habit forming, with appropriate reward for the behaviour. The article uses Oreo, the cookie brand, as an example of successful habit-forming.
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.
Google, MediaCom and Millward Brown: New marketing trends and techniques at MAP 2013
Brian Carruthers, Event Reports, Measuring Advertising Performance, March 2013
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns.
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns. Many presentations showed shared themes, including the various ways marketers can analyse consumer emotions and distinguish between rational and subliminal thinking. There was also a trend towards defending more traditional ways of advertising, with TV revealed to remain an effective media channel, despite the hype around new media.
Neuroscience in practice: The definitive guide for marketers
Thom Noble, Admap, March 2013, pp. 28-45
This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response.
This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response. These range from highly technical brain-imaging applications such as fMRI to those that measure changes in physiology in other parts of the body. The piece also looks at techniques that measure implicit response via psychological association and behavioural tests. The article groups the different techniques into three main approaches: NeuroMetric (Brain or Neural response), BioMetric (Biological or Physiological response) and PsychoMetric (Psychological or Implicit response). The author describes the techniques, looks at their pros and cons, their usage and the costs involved.
From the editor: Pick their brains
Colin Grimshaw, Admap, March 2013, pp. 3-3
Colin Grimshaw introduces the Admap March 2013 issue, which offers the definitive guide to neuroscience in practice.
Colin Grimshaw introduces the Admap March 2013 issue, which offers the definitive guide to neuroscience in practice. The popularity of the theory of System 1 and System 2 thinking has led to questions about traditional research techniques. Thom Noble's 12,000 word paper on neuroscience addresses what is practically possible, how the different techniques can be used, the pros and cons of each and the costs involved. And with 10 years' experience in the field, he also offers his learnings and guidelines. Other features in March include the top 20 fast food trends, measuring the effectiveness of shopper marketing and the rebranding of the Prostate Cancer Charity to become Prostate Cancer UK.
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Neuromarketing, brain science
Accountability and ROI
Copytesting and pretesting
Emotional and sensory appeals
Evaluation and tracking
Long-term effects of communications
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Theories and ideas of communications
Wearout and decay
Neuroscience and biometric methods
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