This paper entails how CLTs can be adapted to today's needs by showcasing three case studies in the soft drinks category. We showcase how we used rapid prototyping to accelerate product development to shorten the time to market. Another case study depicts the use of a biometric appliance to capture emotional response, and the third case study we conducted together with PepsiCo displays how virtual and augmented reality can be used to contextualize the product experience to be more realistic when testing products.
Gaining a new perspective on how new technology and consumer reality is changing the requirements for product development.
The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli. These new tools and methodologies came to the market researcher's mind to help them to decode in greater depth the behaviour of consumers, by providing brands with better and greater information to reduce risk in decision-making. Being able to measure the biometric impact (unconscious response) of a marketing stimulus on consumers was one of the main advances in this sector.
MindProber and Eleven Sports use the first automated biometric media testing platform to offer a new currency of fan engagement to sports, directly measured from fans hearts.
As the media landscape becomes more complex and data-led, IRL experiences become a meaningful way to break through to passionate consumers, custom programs that align the complex reality we live in and experience today â the physical and the digital are more needed than ever. By utilising technologies like beacons, geo-fencing, social engagement, as well as on-site activation brand lift measurement â we are able to prove the effectiveness of IRL experiences.
This is a study conducted by GfK China in co-operation with DARC and JSBC in China. The objective of the project is very straightforward- to understand whether the performance can engage the audience emotionally in a very positive way, and what kind of elements/design can help the emotion triggers and engagements. With clear understanding of the audience's response and comprehensive feedbacks, DARC hoped to provide constructive recommendations to the production center to make the rest of the episodes more engaging and popular.
In our presentation we willl describe the methodology/design to test the one-hour long TV program, the challenges in its operations, and also some of the findings - particularly the differences between the passive measurement using biometric and traditional approaches. We'll also demonstrate the relationship between EMO Scan rating data and the actual TRP rating, minute by minute, and for different components in the program, and then demonstrate the capability of EMO Scan to partially predict the likelihood of TV programmes' success in real life.
Over the past 5-10 years, neuroscience in general, and biometric tools in particular, have become a valuable tool in the marketing process. However, several methods within this toolbox lack transparency, making it difficult for clients to understand how insights were reached and how techniques were validated. The current commercial favourite tool is electroencephalography (EEG) due to its high temporal resolution and (to some extent) ease of application. Results can be used to understand the brain activation patterns that signal effective advertising. These insights into effectiveness and creativity can be applied to the creative development process, without doubt a topic of interest for both advertisers and marketers.
The paper describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements. Study results are discussed with regard to the role of the emotions in advertising and the utility of combining biometric and qualitative measures for predicting brand decisions. The presenters show how such a joint effort has helped the client Heineken International to better understand consumers' reactions and to make important decisions for the brand.
The presentation contains results of conscious self-reports compared to neurophysiological unconscious reactions (reflected by EEG, EMG, and SC). The relation between the methods and present interpretations based on qualitative methods and biometrics is illustrated, concluding with a proposal of integrating them. In effect we would gain a deeper understanding of analyzed ads, not only realizing which creative solutions work, but also why. This integrated approach would help us to better understand not only marketing communication but above all, the mind of the consumers, both on the conscious and unconscious level.
It has long been an unsolved problem of online market research conducted by means of Access panel sample surveys, that there has been no possibility to verify whether a participant in a survey is really the same who was requested to take part in the survey by means of an e-mail message addressed to him. b2b target groups, for example it decision makers or doctors, are conceivable as examples. there has for a long time been no practical way of verifying whether they fill out an online questionnaire themselves, or forward it, for example, to a secretary or a receptionist to answer (perhaps in order to claim the incentive them-selves). however even in case of consumer research, it is important that, for example, drafts of advertisements which are intended for target audiences of women are filled out by the women panelists and not, for example, by their male partners.of course it would be possible to verify, for example, telephonically whether an invitee had also filled out the online questionnaire, but this is very seldom done in practical research. mainly on account of cost considerations, one would have to restrict oneself to random samples. in addition, there would be a media disruption between online polling and telephonic field checks. not everyone is willing to be interviewed online, because he can estimate the personal advantages of this type of polling (e.g. to choose the time of participation by himself, and not to have any contact with the interviewer), and telephonic contact for the purpose of field checking would in direct apposition. telephonic checks would be perceived thereby as a burden and an annoyance, and willingness to participate in panels and interviews would probably decline. Furthermore, in case of participant authentication via telephone, the time and cost advantages of online research would be at least partially reduced. in the process of validation one would also have to take into consideration those polled answered truthfully. the same applies to a theoretically conceivable personal field survey, in case of which a survey conducted in writing or online, the initial problem of ensuring or verifying that the intended target person fills out the online questionnaire himself would not have been solved.