Mercedes-Benz: How biometrics solved a decade old brand challenge
AMV BBDO
The observer effect is a phenomenon that has been widely reported in the world of marketing research (not to mention several episodes of Star Trek).
At the heart of this paper is a story of how Mercedes-Benz devised a research methodology that revealed the true, unbiased biological response to driving our cars.
A methodology that enabled us to unlock a deep-rooted insight that helped us transform the sales performance of one of our most pivotal models. A model that had faced relentless, 'superior' competition from two...