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Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Article

Media consumption patterns have changed enormously over the past few decades, with recent IPA Touchpoint research revealing that, in the UK, nearly all adults consume two or more different types of media in the space of 30 minutes.

News

LONDON: Augmented Reality (AR), the technology behind Pokémon Go, Google Lens, and Snapchat’s filters has huge potential, but only about half of UK consumers are aware of the term, despite growing use-cases.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

News

LONDON: Ads that are served alongside premium content elicit stronger engagement and long-term memory encoding than ads viewed on social media, according to a recent neurological study.

Article

Following a WARC Toolkit survey of more than 600 marketers, David Tiltman, Head of content at WARC, Jeremy Pounder, Futures Director at Mindshare, and Marie Stafford, European Director at the Innovation Group - J Walter Thompson, discuss the key marketing challenges facing brands in 2018.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

News

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

Research Paper

Twitter UK, a news and social networking brand, found a clear value proposition by combining neuroscience and implicit response testing.

Research Paper

Twitter UK, a news and social networking brand, used a combination of neuroscience and behavioural analysis to test video ads through Twitter users' mobile feeds.

Article

Lowe's, the home-improvement chain, believes that virtual reality (VR) and augmented reality (AR) can encourage more consumers to undertake DIY projects.

Article

Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Research Paper

This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

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 event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.

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 previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

News

SYDNEY: It's time for brands to think beyond art and embrace science, as neuroscientific research can now show how creative choice in ads can actually drive away potential customers, an academic has said.

Article

This article explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.

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 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.

News

GLOBAL: The use of neuroscience techniques alongside a traditional qualitative approach to ad testing has helped Heineken, the brewing giant, develop a new understanding of how consumers respond to its advertising.