How Heineken is using neuro pre-testing alongside 'traditional' approaches

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.

How Heineken is using neuro pre-testing alongside 'traditional' approaches

Sjoerd Koornstra Heineken International

As marketers, we dedicate our time and our marketing budgets to crafting and honing our advertising messages; yet for consumers, decisions on which brand to choose are made in just a blink of an eye. When advertising is mostly consumed consciously and processed subconsciously, neuroscience has the potential to be one of the most transformative tools of marketing analysis.

With this in mind, in a bid to move beyond the hyperbole and better understand what neuroscience can practically bring to the table, Heineken pre-tested a TV...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands