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.
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.
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.
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.
The Formula One circus moves to Bahrain this weekend, where the TV viewing experience is being informed by an innovative research method that captures the real-time emotional arousal of fans watching the action on screen.
Exploring shoppable mobile video ads and how consumers in the US interacted with them, focusing on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best.
Biometric methods like eye tracking and skin conductance are a powerful resource for measuring the attention received by television advertising, according to a new study in the Journal of Advertising Research (JAR).
Unlike many tech developments, the imminent arrival of 5G promises to be a real game changer for marketers, according to Deloitte Digital’s CMO, not least because they will have more useful data to work with.