NEW YORK: Electrophysiological research methods can help marketers more deeply understand consumers' emotional responses but will require further study going forwards, a paper in the Journal of Advertising Research (JAR) has argued.
GLOBAL: The use of neuroscience techniques alongside a traditional qualitative approach to ad testing has helped Heineken, the brewing giant, develop a new understanding of how consumers respond to its advertising.
Sjoerd Koornstra, WARC Exclusive, March 2017
This article details how Heineken pre-tested a TV commercial for one of its international beer brands with three different methods: a traditional quantitative pre-test and two different neuroscience-led approaches.
Dipesh Mistry, Chris Warren, ESOMAR, Congress, New Orleans, September 2016
This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.
George D. Deitz, Marla B. Royne, Michael C. Peasley and Jianping "Coco" Huang, Journal of Advertising Research, Vol. 56, No. 2, June 2016, pp. 217-227
Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.
Charles Spence, Andy Myers and Rory Sutherland, Event Reports, Brainy Bar, February 2016
This article offers the video presentations of three speakers at BrainyBar, an event showcasing the challenges and implications behind the latest techniques in neuroscience and implicit testing, and exploring how they are driving successful insights in the world of marketing.
Michael E. Smith, ESOMAR, Congress, Dublin, September 2015
This paper reviews a variety of neuroscience studies - mainly involving the use of electroencephalogram (EEG) - in which participants were exposed to marketing communication, and concludes this method can yield valid, reproducible inferences about consumer engagement.
Myriam Martinez-Fiestas, Maria Isabel Viedma del Jesus, Juan Sanchez-Fernandez and Francisco Montoro-Rios, Journal of Advertising Research, Vol. 55, No. 2, 2015, pp. 192-205
How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response.
Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun Seixas, ESOMAR, Asia Pacific, Singapore, May 2015
This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.