Case Study
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Sam Wise, Vitor Forte, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.
Case Study
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Evan Depko, Andreea Milea, WARC Media Awards, Grand Prix, Effective Use of Tech, and Early Adopter Special Award, 2017
Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.
Article
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WARC Best Practice, August 2017
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Article
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Thom Noble, Admap, April 2017, pp. 30-31
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
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Wendy Gordon, Market Leader, Quarter 2, 2017, pp. 30-33
This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.
Article
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Tham Khai Meng with Malcom Pryce, WPP Atticus Awards, Highly Commended, Advertising, 2015
This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.
Article
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Richard Shotton and Richard Clay, Admap, Admap Prize, 2015
This article argues that big data can either inspire or hinder creativity depending on it is used.
Case Study
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Crawford Hollingworth, WARC Prize for Innovation, Shortlisted, 2014
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
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Horst Stipp, Admap, September 2014, pp. 38-40
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
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Gemma Calvert, Eamon Fulcher, Geraldine Fulcher, Pauline Foster and Helen Rose, International Journal of Market Research, Vol. 56, No. 1, 2014, pp. 15-32
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
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Alejandro Salgado-Montejo, Carlos Velasco, Sebastián Olier, Milena Sabogal and Charles Spence, ESOMAR, Congress, Istanbul, September 2013
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
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Thom Noble, Admap, March 2013, pp. 28-45
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
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Marie Oldham, Institute of Practitioners in Advertising, from Advertising Works 21, 2013, pp. 3-8
This analysis is based on the 2012 IPA Effectiveness Awards and looks at the effectiveness of emotional campaigns.
Article
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Tim Broadbent, Market Leader, Quarter 1, 2013, pp. 50-52
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
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Vanella Jackson, Admap, October 2012, pp. 10-12
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
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Dan Hill, ESOMAR, Latin America, Mexico City, May 2012
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
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Judie Lannon, Event Reports, MRS Annual Conference, March 2012
In this report from the MRS annual conference, Evidence Matters, Judie Lannon summarises some of the key insights from the event.
Research Paper
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Jonathan Gable and Yvan Goupil, ESOMAR, CEE Research Forum, Krakow, March 2012
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
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Hamish McKenzie, Event Reports, South by Southwest Interactive, March 2012
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.
Article
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Paul Feldwick, Admap, February 2012, pp. 50-50
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.
Opinion
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Paul Feldwick, February 2012
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.
Research Paper
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Alastair Gordon, David McCallum, Matteo Sorci and Tim Llewellyn, ESOMAR, 3D Digital Dimensions, Miami, October 2011
Facial imaging is sophisticated software driven technology that makes possible the automated recognition of emotional response to marketing stimuli.
Research Paper
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Rafal Ohme, Michal Matukin, and Beata Pacula-Lesniak, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 60-72
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
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Joe Mandese, Admap, May 2011, pp. 33-33
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
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Nick North, Market Research Society, Annual Conference, 2011
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.