Get a demo Do I subscribe? News sign-up

Neuroscience

Search in

Show only

Date Range

From
To

Search within

Industry Sector

Brand

Country

Source

319 results found
Sort by

News

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.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Article

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

News

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.

Article

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.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Article

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Article

This paper describes how Marks & Spencer, the UK fashion and food retailer, reviewed the layout and navigability of the formal menswear department in order to align with the ways in which people naturally shop.

Article

This article explores how ITV, a UK commercial broadcaster, used a proprietary implicit research tool to demonstrate why financial brands would benefit from a continued partnership with the network's soap operas.

Article

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

Article

This paper describes how BBC Global News Ltd used an innovative research methodology to measure emotional engagement to content-led marketing and how the research has impacted on the industry and BBC Global News Ltd's content marketing offering.

Article

This article explores a UK study by the IAB, representing the advertising interests of digital media companies, into the areas of peak media engagement in a typical evening, demonstrating that at least half of those are not TV-related.

Article

This case study explains how BBC Global News, an advertiser-funded news organisation that operates in all countries except the UK, used emotion-testing technology to measure the effectiveness of its content-led marketing.

Research Paper

This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.

Article

This article offers a neuroscientific perspective on whether the ASMR trend has staying power, or whether it will be the 'next big thing' that becomes the next forgotten fad.

Case Study

This case study shows how Kenco, a coffee brand, designed a brand purpose campaign that delivered social good and increased commercial sales in the UK.

Case Study

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Case Study

This case study shows how Dove, a chocolate brand, revived interest in its product using a psychological technique to recreate the product's pleasurable sensation.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

Research Paper

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.