Applied neuroscience: Bud Light – Facially coding Bud fans
Nathan Byrne and Tim LlewellynnFabler Studio and nViso SA
Admap: Applied neuroscience
This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.
This study shows how nViso, by use of a facial-imaging technique, helped Budweiser evaluate the relative effectiveness of animatic versus finished ads.
The business problem
For decades, ad agencies have debated the usefulness of evaluating creative development stages using common pre-testing methods. Key arguments revolve around the belief that it is impossible to replicate the real world...