Leigh Caldwell and Elina Halonen, ESOMAR, Congress, Nice, September 2014
This paper explores the role of the unconscious mind in consumer decision making and offers ideas and explanations of how market researchers can access consumer's unconscious processes.
Ruihong Tang and Danny Wang, ESOMAR, Congress, Nice, September 2014
The paper demonstrates a practical way of measuring videogame player emotions continuously throughout gameplay, building on the separate approaches of mechanics and narrative theories with neuroscience techniques.
David Penn and Suzanne Lugthart, ESOMAR, Congress, Nice, September 2014
This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.
James Guerrier, Julia Lamaison, Christian Kurz and Jo McIlvenna, ESOMAR, Best Methodological Paper, Congress, Nice, September 2014
This paper outlines research from Comedy Central, the TV channel, on the impact of comedy on engagement and what effect humorous TV programming has on the ads that follow it.
Peter Leimbach and Dr Carl Marci, Admap, September 2014
This case study shows how Fox Sports, the US TV channel, used biometric testing to evaluate the effectiveness of a new 'double box' ad format.
Stuart Peters and Richard Silberstein, Admap, September 2014
This case study describes how American Express (Amex), the financial services company, used a neuromarketing technique - Steady State Topography (SST) to optimise advertising creative.
Thom Noble, Admap, September 2014
This article explores advances in neuroscience marketing research, how brands are using them and what challenges remain for the future.
Leslie Hogeveen and Martin de Munnik, Admap, September 2014
This case study explains how De Hypotheker, the Dutch mortgage adviser, used neuromarketing technique fMRI testing to guide creative development, optimise copy and predict effectiveness.
Michael E Smith, Patty Goldman and Stephanie Rath, Admap, September 2014
This case study explains how Feeding America, a hunger-relief charity, used neuromarketing technique EEG to engage emotions and improve the resonance of public service campaigns.