Using neuroscience in marketing


Devra Jacobs, Peter Leimbach, Brian Levine, Carl Marci, M.D., Mike Mulvihill and Naomi Nuta, ARF Experiential Learning, Audience Measurement 9.0, June 2014

This paper presents research on the efficacy of the 'double box', a new TV advertising format which allows Fox Sports viewers in the US to continue watching a smaller, silent presentation of live action sports during commercial breaks.

Melanie Howard, Market Leader, Quarter 3, 2014

This article describes the trend towards the 'quantified self' through sensors embedded in devices collecting a range of personal biometric data.

Matthew Carlton, Event Reports, Market Research Summit, June 2014

This event report outlines how Heinz, the food business, measured consumers’ implicit responses when it wanted to engage with its target market at an emotional level in the UK.

Olga Churkina-Voigt and Nick Drew, ESOMAR, Digital Dimensions, June 2014

This paper examines the impact of technology on memory, including how smartphones have changed consumer behaviour and how this might affect the ability to remember information, including brand messaging.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on researching consumers. Key themes include finding insight; using consumer insight; using pre-testing; testing creative in market; and finding the consumer in Big Data.

Rana el Kaliouby, Evan Kodra, Pankaj Jha and Namita Mediratta, ESOMAR, Asia Pacific, Jakarta, May 2014
This paper describes insights gathered by Unilever, the beauty and personal care multinational, on the universality of facial coding techniques with particular reference to Asia, based on several global studies. The company embraced facial coding ad testing some years ago, and since then has tested over 2,000 ads globally.

Alastair Gordon, Dwinarizki Setyorini, Mamik Leonardo and Farquhar Stirling, ESOMAR, Asia Pacific, Jakarta, May 2014
This paper describes research into the emotional responses of Indonesian convenience store shoppers and develops methods for retailers to understand this. The convenience store format has experienced strong growth in Indonesia of around 15% increased sales per year.

Charles Young, Admap, May 2014
This article discusses the importance of creating brand memories, not just brand engagement, as this is how consumers make purchasing choices. The impact on consumers of engagement and memory is described in terms of the 'Experiencer Self', where time is linear and each moment equally significant, and the 'Remembered Self', where duration is less important and peak moments and endings have more significance.

Gareth Pugh, Admap, May 2014
This article argues that, when trying to understand consumer purchasing decisions, mixed-methodologies are most successful. In recent times focus group research has fallen out of favour, due to concerns about unrealistic responses and qualitative researchers are developing new methods.



The appliance of neuroscience

Using the technique in day-to-day brand management


Neuroscience for predictive modeling

Predicting a movie's box office by using neuroscience


Experiential neuromarketing

How mirror neurons trigger the need to experience an action


New opportunities in neuro

A discussion on how to apply neuro-techniques


Neuroscience in practice

The definitive neuroscience guide for marketers