This presentation describes how the research industry can use Virtual Reality (VR) simulations to predict and produce the effectiveness of shopper marketing activations. We propose a VR pre-testing programme for companies keen to understand and hone the effectiveness of shopper activations. We set out how, by combining the latest thinking from psychology and the best-in-class VR technology, we can unlock growth for brand owners and retailers alike.
This paper describes how the research industry can use Virtual Reality (VR) simulations to predict and produce the effectiveness of shopper marketing activations. We propose a VR pre-testing programme for companies keen to understand and hone the effectiveness of shopper activations. We set out how, by combining the latest thinking from psychology and the best-in-class VR technology, we can unlock growth for brand owners and retailers alike.
We know now more than ever about what people do online, but very little about why, and how it makes them feel. MasterCard approached BrainJuicer to help them better understand on-line purchasing and payment behaviour. What we learned deepened and challenged our knowledge about consumers online how they feel and how they buy, and helped MasterCard to develop the positioning for their on-line payment services.
We know now more than ever about what people do online, but very little about why, and how it makes them feel. MasterCard approached BrainJuicer to help them better understand on-line purchasing and payment behaviour. What we learned deepened and challenged our knowledge about consumers online how they feel and how they buy, and helped MasterCard to develop the positioning for their on-line payment services.
Traditional economists would have us believe that people are rational, utility-maximizing, cost-minimizing and socially isolated individuals with stable preferences. This view also pervades market research and our practices but is being challenged by a relatively new field in the social sciences, known as Behavioural Economics (BE). This paper provides a new framework for understanding BE and identifies some of the influences on behaviour the research industry regularly overlooks. It shows how BE has been used to develop a new mass ethnographic approach: The Behavioural Detectives.
This paper addresses the shopper's emotional response to the shopping experience. It will show how we might listen in to the shopper's internal emotional dialogue as they pass through a store. Referencing a pilot study undertaken for the Marketing Store, it will demonstrate just how emotional a shopping experience is, identify how emotions can change from one moment to the next during the course of a store visit, map out the emotional zones of different types of store, and even reveal how this might differ between different demographics. Emotional understanding of the shopper experience can open up new opportunities for both brand owners and retailers.
This paper reveals an exciting new approach to customer satisfaction tracking, one that takes a proven and intuitive device for measuring emotion and uses it to provide highly actionable, real-time customer feedback for clients. With reference to a pilot study conducted with HSBC, this paper will show how a completely new measurement system for customer satisfaction has uncovered new insights for management and customer-facing staff, and proved to be a great deal more valuable than traditional customer satisfaction research.
This presentation outlines what led to the construction of our emotional measurement technique, and the psychological theory underpinning it. It describes some important new findings for the measurement of emotion in advertising: Emotions drive everything we do, so absence of emotion results in inaction; the right emotion will produce the desired action happiness for commercial ends; fear, anger, disgust for social ends; and advert understanding and the propensity for attitude change is determined by the emotional trigger (reflective or autonomic) and cognitive post-processing of the emotion.