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Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

News

SYDNEY: When MyBudget, a personal financial budgeting service in Australia, found leads dropping after launching new TV commercials (TVCs), the company turned to neuroscience to reverse the trend.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Article

When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Case Study

This case study explains how Teatreneu, a comedy theatre in Barcelona, Spain, introduced a 'pay per laugh' system to increase revenue.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

Research Paper

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

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 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.

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.

Research Paper

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.

Research Paper

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.

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

Research Paper

This paper explores the added value that neuroscientific methods can bring to traditional approaches of pre-testing of TV commercials, illustrated via the testing of an ad for a well-known beer brand.

Article

This event report covers the neuroscience event, Brainy Bar 3, which explored some of the latest thinking in the applications of neuroscience in advertising.

Article

This article explores neuroscience can aid marketers in developing more efficient segmentation strategies, and what brands need to know about the link between gender and purchase behaviour.

Article

This article argues that neuroscience insights need to be integrated into the early stages of developing creative concepts in order to produce better and more effective ads.