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.
The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.
The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.
Consumer insights are the vital element of effective marketing. Creating great communication, building a powerful brand in the age of behavioral economics requires you to understand your audience. Neuromarketing is an excellent extension to traditional survey research. Observing consumers behavior, analyzing their attention, brain reactions and emotional response you could develop the stronger connections with your target audience. For times, neuromarketing research was an expensive and exclusive service provided by specialized agencies. We change this, designing the automated neuromarketing platform for marketers and business owners. CoolTool is a new generation of DIY tools to get consumer insights. It's your multi-tool to measure both conscious and nonconscious consumers insight.
There is little consensus on what the unconscious mind is, and how to measure it. This because the unconscious is not one thing but many. By understanding the full structure of unconscious mind, and using the right tools to measure each part of it, we can fully and accurately answer our research questions. To understand consumer behaviour in full, most projects should set out to measure three key parts of the mind: System 1, System 2 and System 3.
There is little consensus on what the unconscious mind is, and how to measure it. This because the unconscious is not one thing but many. By understanding the full structure of unconscious mind, and using the right tools to measure each part of it, we can fully and accurately answer our research questions. To understand consumer behaviour in full, most projects should set out to measure three key parts of the mind: System 1, System 2 and System 3.
In this study, the conscious findings are aimed to be blended with the target audience's emotional reactions to get a 360 degree insight what attracts Generation Z in TV commercials and whether these cause a tension for the grown-ups. Within combining conscious and unconscious systems' perspective, it is aimed to transform emotions into motion within a wider audience and strengthen the consumer centric stand of the brand.
Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper present an approach that quantitatively measures both conscious and unconscious gender bias across brand touchpoints as determined by consumers to reveal areas for improvement. Armed with those numbers and a strong dose of organisational awareness, brands and business have the potential to overcome a legacy of gender bias and outdo the competition.