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.
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.
To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and messaging applied consistently across each campaigns physical and digital media formats. The results indicate that direct mail consistently outperforms digital ads, drives consumers to act and improves brand recall by 70 per cent.
Narrative psychotherapy has been around since the 70s-80s, helping people identify their resources and create a new narrative about themselves, to better confront whatever problems they face. And, interestingly enough, this is a need also brands have. What can we learn and borrow from narrative psychology to help brands find their alternative stories? And can we do all these while also re-cycling some of the old research as a canvas for all the possible narratives of the brand?
Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the way consumers are processing ads. An optimal understanding is key to knowing the performance of your ad as well to knowing how to optimise your ad. Heineken has conducted three different studies to evaluate a commercial from one of Heineken's International brands: traditional quantitative pre-test and two neuro science approaches ( EEG & Eye-tracking and EEG in socialising context). This will deliver an optimal future framework for pretesting commercials concerning performance, optimising ads, and the relevance of measuring in social context.