Warc Advertising Research 2012: Emotional advertising, neuroscience and new qual trends

Cila Warncke

An event report from Warc's Advertising Research 2012 conference. The day's presentations took in a wide variety of trends and themes affecting the market research industry, including new developments in neuroscience and facial recognition technology, the debate between rational vs emotional advertising, semiotics and word-of-mouth effects.

Warc Advertising Research 2012: Emotional advertising, neuroscience and new qual trends

Cila WarnckeWarc

Research is fundamental to effective marketing – and getting great insights remains a key concern of marketers. That's why the annual Warc Ad Research conference, held in London in September 2012, gathered ten speakers from the fields of advertising and academia to offer insight into the latest learnings in ad research.

Dr Robert Heathfrom the University of Bath School of Management, opened the conference by making the case for emotional versus rational advertising. He noted that people have two powerful tools to filter out rational...

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