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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.

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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

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.

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

Research Paper

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Research Paper

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.

Research Paper

Neuromeasures show promise for measuring responses to advertising that respondents cannot accurately verbalize, but their application to advertising is in its infancy.

Research Paper

This article aims to determine the effectiveness of popular content-led marketing solutions, revealing that they can deliver positive emotional engagement and a dramatic impact on advertising brands.

Article

This article argues that customers are much more receptive to content-led marketing, which displays the brand; new technologies in facial coding are aiding the development of affecting content.

Article

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.

Article

This article looks at how marketers are turning to new neuro-tools to uncover fresh insight at the non-conscious level in order to better understand touchpoint effectiveness.

Article

This article discusses a project that used neuroscientific research to track the effectiveness of Volvo's 'Epic Split', one of the most celebrated ads of recent years.

Article

This short article discusses the ways in which brands can use neuroscientific research.

Article

This article presents guidance on how understanding neuro-scientific cues can equip brands to influence their audience's subconscious.

Article

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

Research Paper

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.

Article

This article explains how brands can use behavioural economics to be more successful.

Article

This article evaluates communications in the context of long-term affective memory impact which operates at subconscious level.

Research Paper

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.

Research Paper

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.

Research Paper

This paper argues that premium digital out-of-home media has a valuable 'priming' capability that makes people more receptive to other ad formats.

Article

This report uses neuroscience testing to argue that people engage more with US TV shows on social media when the content is relevant to them.