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.
Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600
In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research.
Pre-testing animatic television spots that have not yet finished the production process can be as useful as testing the final ad if the correct methodology is employed, a study in the Journal of Advertising Research (JAR) has argued.
Account Planning Group - (UK), Entrant, 2019
Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.
Neuroscience researchers must apply a new level of rigour to their work if the discipline is to reach its full potential in marketing, according to a paper in the Journal of Advertising Research (JAR).
The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video to track how people react to a clean room versus a dirty one.
Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman
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.