Applied neuroscience: PepsiCo – Testing product launches
Stephen Springfield Sr and Aaron ReidPepsiCo and Sentient Decision Science
Admap: Applied neuroscience
This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.
Sentient used implicit response testing, which measures the degree of conscious and subconscious association of attributes and emotions with brands, products, packaging, concepts and advertising, to provide PepsiCo with a roadmap for brand extension.
The business problem
PepsiCo has 22 megabrands, each generating US$1bn in revenue, or more. Most of these have become iconic and established a persona...