How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.
How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.
This paper discusses the neurological understanding behind what makes a content click with the viewers and demonstrates how we can use new techniques such as EEG (Electroencephalogram) to measure the subconscious impact of the content on the viewers, to understand what is the potential of engagement and hence the virality of the content.
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.
Reading articles about market research and listening to what research buyers tell us they need, there continues to be a hunger for research to: 1. Capture authentic emotion 2. Deliver actionable diagnostic insight 3. Inspire the confidence to act with robust findings. MM-Eye has created a hybrid qual-quant research technique that does all 3: 1. Collecting emotionally rich qual data at scale 2. Converting it into quant data 3. Using a next-gen AI-powered text analytic approach we have custom designed for market research. It is called ThoughtScape and we would like to share our approach and the learnings we have gained along the way. ThoughtScape is theoretically robust, being grounded in the latest neuroscience understanding of how the brain works. It is also backed up by a decade of use, having been the core of the global brand research we undertake for Jaguar Land Rover. And to illustrate the unique insight ThoughtScape delivers we've conducted a demonstration study. The topic we have chosen is airline brands and the study directly contrasts two matched samples; one using traditional survey approaches, the other including ThoughtScape. And we'd like to share these results to demonstrate the proof of concept.
Typically, consumer flavour testing is conducted using a structured questionnaire. In general, Asian consumers tend to be relatively reserved and polite in their responses in some countries. We therefore collaborated in a neuro-physiological study making use of EEG, heart rate, and skin conductance, to evaluate consumers' flavour preferences more objectively for flavour development. The study was conducted among female consumers in Jakarta and physiological measurement has helped to reveal the underlying emotional responses of the consumers for two of the most preferred test flavours. This research demonstrates that we can further sensitively measure how different flavours elicit different emotions, providing further insights on how to optimise flavours to maximise consumer preference.
How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.
Developing successful communication is becoming more and more difficult every day, particularly because people are exposed to an exponential number of stimuli, which makes them block out everything they do not consider relevant for their survival and/or more intrinsic needs. However, in order to help brands and their communications succeed in their business objectives, new technologies and theories about how people make decisions are being developed. First of all is the neuroscience development allowing a better understanding of how the brain works. For example, exploring the now well-known brain systems, one intuitive (System 1) and the other deliberative (System 2), strong conclusions about the impact of emotions in advertising, and later in building valuable brands, are being made. On the other hand, facial expressions are recognized as a manifestation of the unconsciousness of our emotions and thanks to technology advancements, facial coding can be used in a scalable way to better understand how advertising impacts human emotions. Then again, facial coding should not exist as an isolated element of communication understanding; it is important to have a holistic understanding between emotions and deliberative responses using direct questions. Therefore, in order to demonstrate the power of holistic analysis with System 1 and System 2, this paper explores three real cases of creative development for one of the most important companies of FMCG in Latin America: Alicorp. These cases helped to build successful campaigns that positively impacted Alicorp's business and their brands.
How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.