Article
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WARC Best Practice, November 2019
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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WARC Best Practice, January 2019
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.
Article
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Heather Andrew, WARC Best Practice, December 2018
This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.
Article
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Lona Meza, Event Reports, Brainy Bar 9, October 2019
Looks at neuro-research into how sensorial marketing can impact in-store sales.
Research Paper
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Emma Rodero, Journal of Advertising Research
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
Article
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Emma Jeffers, WARC Exclusive, October 2019
Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.
Research Paper
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Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.
Research Paper
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Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 295-311
Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.
News
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04 September 2019
Marketers might spend their time seeking consumers’ undivided and concentrated attention, but new research exposes how to get a brand message across in low attention environments.
News
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30 August 2019
The display price of goods and the number of reviews a seller has received can together shape buying decisions on e-marketplaces where shoppers choose between different vendors, according to a paper in the Journal of Advertising Research (JAR).
Article
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Professor Karen Nelson-Field and Kellen Ewens, Admap, September 2019
Advertisers can achieve consumer behavioural outcomes even when video viewers are not in a state of high attention, a new study has revealed.
News
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26 August 2019
It’s understood that emotions are important in advertising but which ones? Research in China for Timberland suggests that the lack of negative emotions matters more than the presence of positive ones.
News
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16 August 2019
The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers.
Research Paper
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Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.
Research Paper
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IAB Europe Research Awards, Highly Commended, Consumer Attitudes and Behaviour, 2019
Annalect, Omnicom Media Group's digital-buying and data hub, tested the emotional responses elicited on different creative platforms.
Research Paper
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IAB Europe Research Awards, Winner, Digital Advertising Formats, 2019
Teads, the global media platform, tested the performance of 6-second ads across 10 countries and established how they can work harder at driving emotional engagement and impact.
News
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19 July 2019
Wearable technology may present new opportunities for advertising matched with an individual’s emotions and dispositions, but privacy must be at the forefront of marketers’ thinking, an article in the Journal of Advertising Research ...
Research Paper
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Kylie Brosnan, Nazila Babakhani and Sara Dolnicar, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 366-379
Tracking respondents' eyes while they complete a survey reveals that (a) they do not read instructions, survey questions, and answer options carefully enough, investing only as little as 32% of the required time; (b) their attention diminishes over the course of the survey; and (c) their self-reports of the survey experience do not reflect actual survey completion behavior.
Research Paper
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Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
Article
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Davide C. Orazi and Greg Nyilasy, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 137-141
This article examines how wearable technology can help marketers match message content with the audience’s personal dispositions or emotional states.
Research Paper
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Siew Hoong Chan and Nasrin Shafeghat, ESOMAR, Asia Pacific, 2019
Takasago International (Singapore) collaborated with Macromill and Centan in a neuro-physiological study evaluating consumers’ flavour preferences in Indonesia.
Research Paper
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Mannon Wong, Roland Leung and Mary Li, ESOMAR, Asia Pacific, 2019
An experiment used emotion recognition in qualitative in-depth interviews to gauge participants' responses to seasonal promotion ideas for two theme parks.
Research Paper
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Whitney Xi, Rupam Borthakur, Mike Underhill, Tarun Menon, Bruce Bogle, Natalie Ho and Subba Kumari, ESOMAR, Asia Pacific, 2019
Timberland, the shoe brand, tested the role emotions played in its ads in China, and revealed that ads which make audiences smile – while keeping frowns and disgust to a minimum – amplify potential success.
News
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17 May 2019
Smells (and bad smells especially) are an emotive subject for consumers – and nowhere is that more evident than in washrooms, an often neglected part of the user experience in retail outlets.
Article
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Geoffrey Precourt, Event Reports, MMA Impact, March 2019
Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.
