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Neuroscience

Neuroscience is the application of scientific understanding about how the human brain works and its decision-making processes to marketing and consumer research. Unlike conventional marketing research, neuroscientific techniques measure consumers’ unconscious emotional responses which can uncover valuable insights and purchase triggers. Techniques include neurometrics, which measure brain activity, and biometrics, which measure levels of emotional arousal. Marketers are using these in a number of areas, including brand equity studies, product- and ad-testing.

Key Reading

Important papers from across the Warc database

This paper examines the field of neuromarketing in detail. It looks at the methods currently in day-to-day use for measuring non-articulated consumer response. These range from highly technical applications such as fMRI to those that measure reactions in other parts of the body.
Findings and recommendations from the Advertising Research Foundation's Neuro 2 study.
Why buyers in search of neuromarketing solutions often face a series of daunting decisions.
Advances in neuroscience marketing research, how brands are using them and what challenges remain.
New developments in market research techniques, and how brands are taking these techniques on board.

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 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.

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 describes how Revlon, the cosmetics company, used an innovative approach to revolutionise its understanding of the UK cosmetics shopper.

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.
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Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

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

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.

Research Paper

This paper looks at minimising response biases in Asian markets through the use of implicit mobile research techniques.

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.
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  1. 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.

  2. Article

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

    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.
  4. Article

    This article explains how immersion in a digital world changes how the brain processes content and how brands can understand this science when marketing to 'digital native' millennials and centennials.

  5. Article

    This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

  6. Article

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

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