Subject Index
 

In this article, Carlos Grande, of WARC Online, reports on Brandworks University 2008. Among the brands under discussion are Procter & Gamble, Harley Davidson, Philips and the Lindsay, Stone & Briggs ...

The market research industry has failed to exploit the opportunities provided by the internet; they use it simply to repeat offline research methods faster and cheaper. Online surveys look the same as ...

Individuals, when processing information, apply a set of 'filters' to weed out what is unimportant. These filters include memories, values, beliefs, decisions and attitudes, emotional as well as logic ...

This paper seeks to demonstrate the effects and effectiveness of a synergistic usage of two powerful yet passive research tools: ethnography and neuroscience. Researchers are frequently asked to offer ...

A number of marketers are quoted as believing that neuroscience techniques, especially brain imaging, give a more objective view (or hard evidence) of emotional responses to an ad. This is seen in som ...

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye trackin ...

Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and pre ...

In this article two proponents of the neuromarketing movement - Thom Noble, co-founder of Neuroco, and Melissa Mullen, director of international research at 20th Century Fox Films - discuss how EEG sc ...

Robert Heath, Bath University School of Management, and Paul Feldwick produce a crushing indictment of traditional information-processing models for how advertising works. They show that theories, suc ...

When we view an ad, how does it affect our emotions? This paper argues that this question is so fundamentally different from those such as 'What do you think about the ad?' or 'Do you like the ad?' th ...

This paper concerns a potentially under-researched area of great relevance to the discipline of market research – namely, low-attention processing of marketing communications. Given the accelerating c ...

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store lay ...

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound b ...

This paper speculates whether, and how soon, biometric technology (especially facial recognition and layered voice analysis) will supplant traditional methods in advertisement pre-testing or qualitati ...

This paper addresses what cognitive neuroscience really means for marketing and assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic perspec ...

With the advent of increasingly advanced and available brain-scanning technology and the reported emergence of ‘neuromarketing’, this paper seeks to critically examine the basis on which marketing res ...

Why do people who prefer the taste of Pepsi faithfully buy Coke? Will the Catwoman movie trailer make you want to see the film? Researchers hope to unravel media mysteries like these with neuromarketi ...

David Penn, managing director of Conquest Research, says we should distinguish between brain science, which is a new way of understanding the consumer mind, and neuromarketing, which through observing ...

While the use of NLP (Neuro Linguistic Programming) in research has been spoken about often, it has not been fully examined as a practical tool for decoding marketing problems and respondent responses ...

The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the ...

Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research. The paper presents expert opinions on the role of ...

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of product ...

Neuromarketing - brain wave or brain scam? This paper explores the role and relevance of different brain scanning technologies and their appropriateness to research, marketing and corporate decision-m ...

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions. This paper presents the IM! (Impact Memoire) Method, which is particularly use ...

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions. This presentation shows how these advances can be translated into real-worl ...

Describes what is now known about brain science (neuroscience) and discusses its implications for market and advertising research, especially that `affect’ is important in brand choice and is largely ...

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs / motivation ...

This paper discusses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice. It is also an innovativ ...

The authors argue that there is a need to understand the brain to understand how to make sure brands are successful. They assert that it takes the latest knowledge from neuro-psychology to explain w ...

Argues that the discrediting of psychological theories as a basis for qualitative research has left a deficit in the ability of such research to get at the deeper feelings, attitudes and motivations t ...