Neuroscience

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What we know about new ad testing methods

Article • WARC Best Practice, January 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.

What we know about neuromarketing

Article • WARC Best Practice, December 2018

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

How to use neuroscience to improve your advertising

Article • 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:.

Givaudan: Givaudan 250 Odyssey

Case Study • SABRE Awards, In2 EMEA, Best in Brand Narratives, Gold

Givaudan, the Swiss flavours and fragrances manufacturer, increased engagement by celebrating its 250th anniversary by creating a campaign story that connected past, present and future.

How Initial tackled washroom disgust

News • 17 May 2019

Smells (and bad smells especially) are an emotive subject for consumers – and nowhere is that more evident than in washrooms, an often neglected part of the user experience in retail outlets.

Why the first half-second of a mobile ad is a must-win moment

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

Audio ads relating to consumer activity are more effective

News • 14 May 2019

Advertising that connects content with activities being carried out by an audience boosts its effectiveness in terms of engagement and recall, according to new research.

Mining emotions via voice and smell with Johnson & Johnson and Initial

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

Two examples of how brands are using an innovative approach to understand consumer emotions.

Expert Blindness: the silent threat to success

Opinion • Dr Carl Marci, May 2019

Too much knowledge can be a dangerous thing, as it skews how you see the world. Nielsen’s Carl Marci explores a study that his organization undertook with Honda and RPA, which shed light on the topic.

The possibilities of neuro-creative

News • 07 May 2019

Creative decisions require leaps into the unknown – it is impossible to analyse your way to a brilliant idea – but the greater accessibility of neuroscience testing techniques means that optimising for effectiveness has never been ...

Is advertising art or science? Brainy Bar 8

Article • Sam Peña-Taylor, WARC Exclusive, May 2019

Neuroscience insights are becoming ever more accessible, and are quicker to find than ever before: here are three examples of brands and agencies deploying these techniques effectively.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019

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.

Applying neuroscience techniques to improve ad creative

Article • Emily Barley, WARC Exclusive, April 2019

Summarises a webinar hosted by Nielsen, which presents a series of six advertising case studies – all improved by neuroscience techniques.

In-Store Shopper Analytics: Understanding hair care preferences through visual attention

Research Paper • Mariana Monge and Bárbara Lecaros, ESOMAR, Latin America, 2019

ELVIVE, the haircare brand, analyzed shoppers' behavior during its purchase intention processes to refine its marketing strategy in Peru.

How Facial Coding helps to Optimize Communication: Emotions as strong predictors of communication effectiveness for FMCG

Research Paper • Massimo Sarcina, Esperanza Vallejo, Catalina Bonnet and Joaquín Tapia, ESOMAR, Latin America, 2019

Alicorp, the consumer goods company, used the brain theories System 1 and 2, and facial coding tests to understand how to make their ads more effective in Peru.

Neuroscience Applied: Using neuroscience to optimize communications that generate social impact

Research Paper • Aline Souza and Janaína Brizante, ESOMAR, Latin America, 2019

Instituto Liberta, a Brazilian non-profit organisation fighting against the sexual exploitation of children, tested its TV campaign to maximize its effectiveness, which contributed to a 10.3% increase in abuse reports in Brazil.

Consumers' responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning

Research Paper • Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 140-156

Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers.

Formula One taps biometrics to inform viewing experience

News • 29 March 2019

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.

How Formula One is refining its viewing experience

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

Since taking over Formula One, Liberty Media has invested in a research team that is exploring ways of exploiting what it believes is the untapped potential of the motorsport.

The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads

Research Paper • IAB, October, 2018

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.

How biometrics can track attention to TV ads

News • 01 March 2019

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).

Clorox: Clean is the Beginning—Clorox with Ketchum

Case Study • SABRE Awards, Best Use of Original/Commissioned Research for PR, In2, 2019

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 that tracks how people react to a clean room versus a dirty one.

Progressive advertising can build successful brands – and change the world

Article • Graham Page, WARC Exclusive, January 2019

Explains how brands can effect positive change by preventing the reinforcement of negative biases and details some ways in which they can go about it.

Best measures of attention to creative tactics in TV advertising: When do attention-getting devices capture or reduce attention?

Research Paper • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan, Journal of Advertising Research, Digital First, January 2019

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.

Mo' better data - why 5G is a game changer

News • 17 January 2019

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.

Progressive advertising can build successful brands – and change the world

Article • Graham Page, WARC Exclusive, January 2019

Explains how brands can effect positive change by preventing the reinforcement of negative biases and details some ways in which they can go about it.
What we know about new ad testing methods

Article • WARC Best Practice, January 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.
Best measures of attention to creative tactics in TV advertising: When do attention-getting devices capture or reduce attention?

Research Paper • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan, Journal of Advertising Research, Digital First, January 2019

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.
What we know about behavioural economics

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
How advertising attracts attention

Research Paper • Karen Nelson-Field and Erica Riebe, Admap Magazine, September 2018, pp. 18-21

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.
How to use behavioural science to build new habits

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.