Article
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WARC Best Practice, December 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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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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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:.
News
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19 March 2020
Traditional assumptions about how and why users and non-users of a brand consume that brand’s advertising have been challenged by a new eye-tracking study comparing attention levels and recall among different consumer groups.
News
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05 March 2020
The behaviour of the consumer in the real world rarely corresponds with marketers’ predictions, thanks in part to the way the human brain filters the huge amount of information thrown at it daily.
News
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04 March 2020
Eurosport, the broadcaster, is using biometric measurement to better understand viewer engagement and to build a benchmark database with different sports.
Article
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Itiel E. Dror and Nir Wegrzyn, WARC Exclusive, March 2020
An exploration into the role of brand in driving purchase decisions from a cognitive-neuroscience perspective.
News
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04 March 2020
Digital Out of Home campaigns that focus on delivering contextually relevant content significantly increase ad recall and sales response, claims a new three-part study.
Research Paper
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Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 54-70
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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Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 71-86
Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.
Article
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Brian Carruthers, Event Reports, QUAL360 Europe, February 2020
Looks at how broadcaster Eurosport is using biometric research techniques to help it shape its sports coverage.
Opinion
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Phil Barden, February 2020
Burger King says its latest ad is part of a long-term strategy, but any execution also needs to work on its own.
Article
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WARC Exclusive, February 2020
Anna Lakomy, general manager of Americas East at System1 Research, talks about the effects of 'left' and 'right' brain advertising, and how to make your creative more effective.
News
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14 February 2020
Shorter form ads can at least match the performance of 15-second commercials on various important metrics for brands, according to a paper published in the Journal of Advertising Research (JAR).
Article
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Research on WARC, February 2020
In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.
News
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04 February 2020
As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.
News
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27 January 2020
The growing popularity of platforms like TikTok highlights the need for marketers to master the short-form video format – a task which necessitates balancing the higher completion rates they can achieve with the lower emotional engagement that such ...
Opinion
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Patrick Fagan, January 2020
Online ads are cheap and results come in from them fast but, according to Capuchin’s Patrick Fagan, we’re measuring them all wrong.
Article
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Dominic Twose, WARC Best Practice, January 2020
This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
Article
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Shazia Ginai, WARC Exclusive, January 2020
An overview of neuroscience research into the impact of context on advertising effectiveness.
News
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06 December 2019
Consumer responses to advertising in news content varies significantly depending on the medium used, according to a study published by the Journal of Advertising Research (JAR).
Article
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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.
Research Paper
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Research Paper
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MRS Awards, Winner, Jeremy Bullmore Award for Creative Development Research, 2019
Tesco, a supermarket, optimised its ads to grab consumers' attention in just two seconds in the UK.
Research Paper
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
New work by Orlando Wood of System1 shows how cultural insight and large-scale data analysis can combine to uncover a hidden and highly significant trend within marketing and advertising.
