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.
Dmitry Gaiduk, ESOMAR, Big Data World, November 2017
Automation and neuro-research are two huge waves in the consumer research market, and they are predicted to revolutionize the industry by merging into one - automated neuro-research - a process understandable and accessible to all.
Matilda Ruffle and Phil Teer, Account Planning Group - (UK), 2017
Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.
This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.
Anna Hamill, Event Reports, Mumbrella 360, June 2017
When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.
Heather Andrew, Admap Magazine, December 2017, pp. 26-27
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.
Natalie Candy and Vicky Bullen, Admap Magazine, July/August 2017
This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.
Brian Carruthers, Event Reports, Neuromarketing World Forum, March 2017
This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.
Jasper Snyder and Manuel Garcia-Garcia, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 352-367
Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.