Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these concerns. We review results from EEG studies of neurological engagement which indicate that, with appropriate experimental control, results from small samples can be stable, and that results obtained with one sample can be reproduced, with a high degree of reliability, in new samples. Second we report a variety of findings showing that measures of variability in creative quality derived from such indices can significantly predict outcomes, both in laboratory choice experiments and in population-level marketplace behaviour.
Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these concerns. We review results from EEG studies of neurological engagement which indicate that, with appropriate experimental control, results from small samples can be stable, and that results obtained with one sample can be reproduced, with a high degree of reliability, in new samples. Second we report a variety of findings showing that measures of variability in creative quality derived from such indices can significantly predict outcomes, both in laboratory choice experiments and in population-level marketplace behaviour.
Whilst illustrating cross-cultural medley this presentation is also an example of how the combined use of traditional and non-traditional research techniques allows for richer insight on a non-conventional topic: Responsible Drinking Messages (RDMs) e.g. Do Not Drink and Drive, Underage and Pregnancy messages. The presentation will show that conscious and verbal reports are not always consistent with subconscious measures, it will pinpoint that RDMs exert informational influence and it will also establish that the emotional engagement power of RDMs is limited.
A new way to co-create concepts with consumers, making use of Internet ads, is explored in this paper. A wide variety of connectors (first part of verbal concepts) is screened by utilizing Google and Facebook ads. The tool also facilitates research on visual language. By making specific concept landing pages, it is possible to further get to know the people that have been successfully connected with, and involve them in co-creation of the offer.
This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four rear-projection screens). Participants received either a location congruent ad (showing a product on a shelf near the consumer), or a location-incongruent ad (the advertised product was not near the consumer). Results show that consumers perceive less intrusiveness when receiving location-congruent ads.
This paper describes research undertaken to answer the questions 'What is the branding effect of search advertising and how does it compare with other media?' It is based on the measurement of the impact of search as part of a specific brand's integrated communications campaign measured in market. The case study describes a research approach that addresses issues relating to measuring search advertising as well as addressing many of the general problems in measuring Integrated Communications Campaigns.
Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and beverages, not to mention many other categories of products and services. Thus, eliciting these patterns will help to understand why certain food and beverage products and brands typically appear in certain eating and drinking situations, and how marketing and advertising can strategically address these situations and their Verfassungen.
A major stress point for media researchers today is the inadequacy of established approaches in generating insights for the planning and buying of new and emerging ad media. On one hand we are constantly pushed towards sample-based, quantitative methods for they are often deemed as more rigorous. However, they often fall short in providing rich context that explains motives and attitudes driving new media use: particularly when such use must be related to the interactions with a product. On the other hand we are pulled towards innovative methods to work through challenges such as the low penetration or awareness of emerging channels and declining response rates. Such is the world of increasingly fragmented media markets. This paper is a discussion of what we have found to be more productive research methods for uncovering the impact of new media on brand awareness, consideration, and purchase as well as consumers' reliance on new digital platforms. It is our view of the strengths and weaknesses of the different options Microsoft Advertising have used of late. We share information on what our major research agency partners are doing to inject innovation into their practice. As conclusion we make specific recommendations on how researchers can be progressive.