Bianca Staub, ARF Experiential Learning, March 2018
Nielsen, a global information and measurement company, led an initiative to help Getty Images deepen its understanding of its audience composition and its customers' preferences of specific image attributes.
The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.
This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.
Dipesh Mistry, Chris Warren, ESOMAR, Congress, New Orleans, September 2016
This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.
Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox, ESOMAR, Congress, New Orleans, September 2016
This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.
Leigh Caldwell, Lizzi Seear, ESOMAR, Congress, New Orleans, September 2016
This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.
Thom Noble, Dr. Andrew Baron and Dr. Aaron Reid, WARC Webinars, October 2015
The last webinar in this three-part series on neuromarketing explores implicit response testing in further detail, helping clients and interested parties to better understand the different approaches on offer for measuring implicit response.
David Penn and Anthony Tasgal, WARC Webinars, December 2014
This webinar explores the future of research, from looking at researching the culture of brands, to new views on segmentation and an exploration of methods that truly unearth the implicit truths and responses that marketers value so dearly.
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.
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.
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.