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News

GLOBAL: The human mind looks for shortcuts. One of the quickest and most robust routes is colour.

News

NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.

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 can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

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 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.

Research Paper

This short paper reveals the findings of a study commissioned by Facebook IQ into the global rise of online video viewing, and the implications for marketers.

Research Paper

This paper reveals the findings of a Facebook study in Spain which measured emotional engagement with advertising and brand recall.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Research Paper

This paper reveals the findings of two studies in Japan and Korea that explored how Sonification, a communication approach that uses audio waves to transfer information, can be used to communicate the sensorial benefits of products, such as cosmetics, that are traditionally advertised via visual images.

News

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.

Article

This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Article

This article discusses how emotional influencing in brand building campaigns is being increasingly explored and adopted as a key strategy for long-term customer engagement.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

Research Paper

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Research Paper

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

Research Paper

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.

Research Paper

This paper describes how BBC Global News Ltd used an innovative research methodology to measure emotional engagement to content-led marketing and how the research has impacted on the industry and BBC Global News Ltd's content marketing offering.

Research Paper

This paper describes how Marks & Spencer, the UK fashion and food retailer, reviewed the layout and navigability of the formal menswear department in order to align with the ways in which people naturally shop.

Research Paper

This article explores a UK study by the IAB, representing the advertising interests of digital media companies, into the areas of peak media engagement in a typical evening, demonstrating that at least half of those are not TV-related.

Research Paper

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

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.