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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.
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.
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.
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.
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