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Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Article

This article argues that big data can either inspire or hinder creativity depending on it is used.

Case Study

This case study shows how Brainy Bike Lights applied scientific research to the development of safer, more effective bicycle lights, receiving widespread media coverage in the UK.

Article

This article presents findings and recommendations from the Advertising Research Foundation's Neuro 2 study, which examined the effectiveness and value of neuroscience based marketing research.

Research Paper

Traditional market research methods that rely on explicit respondent feedback, such as focus groups or surveys, often fail to detect the deep-seated, often subconscious, emotions towards brands that reside in consumers’ minds.

Research Paper

This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services.

Article

This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response.

Article

This analysis is based on the 2012 IPA Effectiveness Awards and looks at the effectiveness of emotional campaigns.

Article

Effectiveness is becoming increasingly important in Asia - and creativity is its biggest driver. Asian advertising has traditionally relied on rational arguments and product demonstrations, rather than creative, emotional appeals, giving rise to the myth that creativity does not work effectively with Asians.

Article

Emotion is a dominant factor in driving consumers' relationships with brands. But while research has being trying to find the best way to 'capture' and measure emotions, the world and context around this measurement has changed beyond recognition as social forces have entered the ring.

Research Paper

To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments.

Article

In this report from the MRS annual conference, Evidence Matters, Judie Lannon summarises some of the key insights from the event.

Research Paper

The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market.

Article

The report discusses some of the findings from brain science that marketers can apply to their work, and is based on a panel discussion of experts at the South by Southwest (SXSW) Interactive conference.

Opinion

Where, oh where has the populist advertising idea gone? Those stories that charmed, or tugged hearts, or raised chuckles, and justified the term 'campaign'? Seamus O'Farrell, director of communications, The Prostate Cancer Charity Is it just nostalgia for a golden age that makes us suppose there were more Honey Monsters, PG Chimps, Hamlet Cigars, and Humphreys Abouts back in the 1970s and 1980s than there are today? It would be hard to prove, but you might well be right, and there's one bit of strongly suggestive evidence: agreement with a TGI statement, 'The ads are often better than the programmes', peaked in 1991 and has steadily tanked ever since.

Article

Seamus O'Farrell, the director of communications at The Prostate Cancer Charity asks: 'Where, oh where has the populist advertising idea gone? Those stories that charmed, or tugged hearts, or raised chuckles and justified the term 'campaign'?' Paul Feldwick believes that there are many factors at play, but one of the most significant has to be the demise of the client-agency lunch, as it helped to forge a different kind of relationship between the two sides.

Research Paper

Facial imaging is sophisticated software driven technology that makes possible the automated recognition of emotional response to marketing stimuli.

Research Paper

Modern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions.

Article

Breakthroughs in neuroscience over the past decade have led to a better understanding of how our brains work, and refinements in biometric measurement techniques have enabled marketing researchers to understand how people feel about advertising, brands and media at a subconscious level.

Research Paper

This paper argues that brand owners seeking to increase engagement and even to prompt love of their brands should look to evidence from entertainment content and personal relationships to devise a model for growing engagement with their products.It includes evidence from appreciation and engagement research purporting to show that there was a halo effect and transference from a beloved programme to a brand associated with the programme.

Article

This paper details the progress of the ARF's NeuroStandards Collaboration Project, designed to assess the scientific validity of competing neuromarketing research methodologies.