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