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Bausch & Lomb: Building sales aids that sell
Kieron Mathews and Siva Raj, MRS Awards, Winner, MRS Awards, December 2013
This article describes how Bausch & Lomb, the eye health company, used heart rate monitoring and facial coding technology to test a sales tool for a new contact lens product.
This article describes how Bausch & Lomb, the eye health company, used heart rate monitoring and facial coding technology to test a sales tool for a new contact lens product. The 'Detail Aid' has become a mandated process, with focus on content rather than creating an inspiring sales tool. The research explained here tested a more creative Detail Aid, with healthcare professionals fitted with heart rate monitors and filmed by a camcorder using facial coding technology. This was used to test the professionals' emotional reaction to the Detail Aid during a sales pitch, and was followed by a 'de-brief' by a researcher to understand the participant's opinion of the Detail Aid. This research helped the company to develop a successful sales tool, leading to its most successful contact lens product in a decade.
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.
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.
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.
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.
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