Opinion
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Simon Collister and Cristina de Balanzo, December 2021
Neuroscience helps to confidently predict a campaign’s effectiveness, before it launches, says Simon Collister PhD, Director of Unlimited’s Human Understanding Lab and Cristina de Balanzo, Ph.D. Director at Walnut Unlimited.
Research Paper
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Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, and Melika Husić-Mehmedović, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 365-381
Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.
Research Paper
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Gordy Pleyers and Nicolas Vermeulen, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 335-352
The development of the Internet has increasingly led to advertisements presented on rich and interactive websites offering users a high level of control over the contents they are exposed to— sometimes to the extent of allowing them to skip "unwanted" ads preceding the desired content.
It is estimated that more than 180 million viewers will have tuned into Sunday’s Super Bowl between the Kansas City Chiefs and the Tampa Bay Buccaneers and, as ever, marketers will study the data to find out which ads scored a hit.
Understanding facial expressions, such as smiles and nose wrinkles, can help marketers assess the likelihood of a consumer sharing a video ad, according to a study published in the Journal of Advertising Research (JAR).
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Research Paper
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Daniel McDuff and Jonah Berger, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 370-380
Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020
Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for International Research, 2020
CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Research Paper
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David Evans Ph.D., ARF Experiential Learning, November 2020
Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.
Research Paper
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Kimberly Rose Clark, Ann Carpenter and Nikita Shaiva, ARF Experiential Learning, November 2020
To better resolve how alignment variations relatively impact advertisement consumption, this paper looks at economic framing and in-moment data streams garnered from the brain and body to assess systematic changes in users' attention and engagement.
Research Paper
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Dr. Nikolai Reynolds, Anton Netkach and Anna Taranyan, ESOMAR Conference papers, Latin America, 2020
This paper examines how central location tests (CLTs) can be adapted to today's requirements by outlining three case studies in the soft drinks category.
Research Paper
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Francesca Castañeda Fassioli and Andrés Botero Cardona, ESOMAR Conference papers, Latin America, 2020
Belcorp, a manufacturer and distributor of cosmetics and personal care products, and Synapbox, a software company, relaunched Belcorp's Esika brand in Colombia and Peru by carrying out traditional and co-creation research activities to better understand the market before launch.
Research Paper
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Emma Rodero, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 337-349
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
