Categoría: NeuroRelay

ago 22

Neuromarketing Research on the new Evian Ad, by Neurorelay

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Neuromarketing Research on the new Evian Ad

“The Evian video that was released in May had a global success and the number of views is still growing. In the ad, many people walk along a shopping window and they see themselves reflected as babies, having the same distinguishing looks, underlying the tagline ‘Drink pure and natural. Evian, live young.’. Here’s the video:

The scientists from Neurensics decided to test the ad in a neuromarketing study, so they wondered whether the popularity of the viral could be found in the brain and what effect it has on the brand value and purchase intention. The latter by comparing the results with Effies, that in previous studies have shown to have their own ‘neural signature’ predicting effectiveness up to 80% (more info here).

Attention and surprise, but no reward
The investigation showed that the viral scores above average on attention and surprise – two brain dimensions that determine the impact – which explains the global interest in the movie. It is also interesting to see that the brain pattern of the viral has a resemblance with Effies, although the expected reward (Expectation) is considerably below average; a missed opportunity in boosting sales. This omission is due to the lack of relevance. The ‘live young’ pay off, according to the scientists, should be more consistent with what we see. The link between babies, ‘stay young’ and Evian is not automatically created in the brain.

Evian spinnenweb Neuromarketing Research on the new Evian Ad

Moderate brand experience can easily be improved
Given the low Involvement and high Annoyance (Anger), the impact on the brand is moderate. The complicated relationship and the lack of involvement of the product (water) in the activities of the actors, makes it difficult for the viewer to link the appreciation that is evoked by the movie (Value and Desire) to the brand. The scientists from Neurensics suggest that the commercial would be much better when a few of the actors have a bottle of water in their hand, or even take a sip of the water.”

evian Neuromarketing Research on the new Evian Ad

Via Neurorelay

jul 05

EEG experiment proves that money can buy happiness

Escrito por // Editor-in-Chief

neuro

EEG experiment proves that money can buy happiness (first-ever scale to measure pleasure):

As we’re all so busy rushing through life, it’s easy to miss the moments of pleasure. Neuroscientists have revealed how everyday pleasure rank against each other and it’s official: money CAN buy happiness, reveals first ever pleasure scale. Winning £10 was all it took to dramatically increase people’s feelings of pleasure. Following closely behind this was the level of pleasure generated by affection. As for playing with puppies and kittens, puppies generated the highest feeling of pleasure in all participants, proving the belief that dogs really are a man’s best friend. As for chocolate, the test also proved just a tiny taste is all it takes to generate a significant pleasure boost.

 EEG experiment proves that money can buy happiness (first ever scale to measure pleasure)

Recording people’s brainwaves while they were placed in different situations, neuroscientists from Birkbeck University have calibrated the first-ever scale to measure pleasure. Using MyndPlay EEG (electroencephalography) headsets to measure an individual’s brain activity, neuroscientists were able to create a scale enabling them to place a numerical value on the level of pleasure people gain from different experiences. Rating between -100 (most displeasurable) and +100 (most pleasurable) and based on intensity and duration of brain activity, various emotions such as affection, play, good fortune, visual stimulation and achievement were tested.
Women were found to find life more pleasurable, recording an average of 66.4 on the pleasure scale, while men fell behind at 58.2. In addition, men were revealed as most affected by winning money, scoring as high as 90.1 when they were surprised with £10, while women were less impressed, scoring 79.3.

Here is how researchers made the first ever scale for pleasure:

Below is the table of results ranked in order of pleasure:

EXPERIENCE EXPERIMENT AVERAGE RESULT
Good Fortune Unexpected windfall of money 82.9
Affection Playing with puppies 67.5
Taste Beyond Dark chocolate 65
Affection Playing with kittens 64.1
Sound Concert violinist playing well 61
Taste Green & Blacks chocolate 54
Taste Divine chocolate 52
Visual Stimulation Positive images (eg. Baby, a smile) 50.9
Visual Stimulation Negative images (eg.rotten teeth, crying baby) -38.4
Sound Concert violinist playing badly -55.7
The aim of the 80 participant study (conducted in December 2012) was to create a linear scale that could allow people to apply a numerical measure on the level of pleasure they experience. Such a scale has long been proposed by scientists but never successfully formulated. Conducting this study using neuroscience is another great example of the growing field of neuromarketing. Neuromarketing allows advertisers to go beyond traditional focus groups to tap into consumers’ subconscious minds by relying on biometric indicators (brainwave activity, heart rate, respiratory rate, etc).
The researchers from Birkbeck University are now interested to test more stimuli, so they ask us to suggest a pleasure to test. What’s your moment of pleasure? What would you suggest?

(Via NeuroRelay)

abr 03

Emotional intelligence mapped in the brain, via NeuroRelay

Escrito por // Editor-in-Chief

ct_scan

aron_barbey

Cognitive neuroscience has made considerable progress in understanding the neural architecture of human intelligence, identifying a broadly distributed network of frontal and parietal regions that support goal-directed, intelligent behavior. However, the contributions of this network to social and emotional aspects of intellectual function remain to be well characterized.
A recent article published in Social Cognitive and Affective Neuroscience (SCAN) (Barbey A. K., Colom R, Grafman J. (2012) Distributed neural system for emotional intelligence revealed by lesion mapping. Soc Cogn Affect Neurosci. doi:10.1093/scan/nss124) investigated the neural basis of emotional intelligence in 152 patients (Vietman veterans) with focal brain injuries using voxel-based lesion-symptom mapping, using CT scanners and behavioral testing. Latent variable modeling was applied to obtain measures of emotional intelligence, general intelligence and personality from the Mayer, Salovey, Caruso Emotional Intelligence Test (MSCEIT), the Wechsler Adult Intelligence Scale and the Neuroticism-Extroversion-Openness Inventory, respectively.
ct_scan
Analyses revealed that there is a significant overlap between general intelligence and emotional intelligence, both in terms of behavior and in the brain. Higher scores on general intelligence tests corresponded significantly with higher performance on measures of emotional intelligence, and many of the same brain regions were found to be important to both.
brain processing

Results further indicated that these convergent processes depend on a shared network of frontal (known to be involved in regulating behavior; it also processes feelings of reward and plays a role in attention, planning and memory), temporal and parietal (helps integrate sensory information, and contributes to bodily coordination and language processing) brain regions. The results support an integrative framework for understanding the architecture of executive, social and emotional processes.

(Via NeuroRelay)

abr 03

Neuromarketing and Beer, via NeuroRelay

Escrito por // Editor-in-Chief

heinekenad

 

Over the last recent years, neuromarketing studies have presented various positive results concerning the effects of different advertising materials exposed to consumers and the effects they have on their brains.

Heineken is one of the companies that combined traditional qualitative research with neuroscience and biometric techniques to test its TV ads in order to have a full picture of the consumer’s emotional experience.
An ad they tested in 2011 centred on a group of men in a bar, all using their mobile phones instead of talking – the punchline is that they’re all sending picture messages to each other.
 Neuromarketing and Beer
Electroencephalography (EEG), skin conductivity measurement and eye-tracking were used to measure how relevant viewers felt the ad was to them, how excited they were by it, and what areas of the screen they looked at while the ad played. The results suggested that the ad wasn’t working as well as Heineken had hoped. By using these results as the basis for qual discussions, the company was able to understand why.
The idea of people using their phones in a bar scored well for relevancy because people recognized the situation, but the qualitative research revealed that this wasn’t seen as a good thing. Eye-tracking showed that the bottle labels needed to be more visible to keep people’s attention, and the punchline at the end had no relevance. This research was conducted by Prof. Rafal Ohme (Walnut Group) in order to emphasize the differences between what people say and what they think. Heineken concluded that the negative feelings at the end of the ad didn’t so much reflect viewers’ feelings about the brand as they reflected disappointment in the ad itself. So that particular ad never aired.
 Neuromarketing and Beer
Case Study – research conducted by Neurensics
Also, Martin de Munnik and Prof. Dr. Victor Lamme (from Neurensics – neuromarketing agency) conducted research on Heineked packaging, using their tools (3D Brain Rating and 3D Brain Mapping) and esults were presented at the first Neuromarketing World Forum.
So neuromarketing techniques can be used at an early stage in the creative process (storyboards can be used as well as filmed ads), so that it can be deployed before big investments are made.

(Via NeuroRelay)

ene 16

The use of Neuromarketing Research, by NeuroRelay

Escrito por // Editor-in-Chief

brain

Are you wondering who could need neuromarketing research and why is it useful? One scene, image, product or campaign, can be scientifically analyzed in its emotional effects. Neuromarketing companies already have metrics that enable them to be more accurate in the messages they send through their advertising and the effects they produce in emotional and also rational terms.

By tracking the response of consumers to various stimuli (pictures, videos or other visuals and sounds such as music or words), companies can tell when the stimuli aroused the consumer and estimate the degree of interest aroused by a particular ad (by looking at how it lights up the brain when viewed) and even estimate which emotions are generated by the ad (by observing which parts of the brain light up – some centers are more cognitive, some more affective or emotional).

So who could take advantage of the developments in technology and use neuromarketing research?
Advertising agencies in different processes from storyboards with voice-over or animations, and to a greater degree in the pretest of their campaigns, to make adjustments and identify moment-by-moment the degree of persuasion, brand recall and message effectiveness, informational value, understanding, appreciation, attention and entertainment. Increasingly, neuromarketing is used by advertisers to test alternate advertisements.
Digital media agencies (web designers) to identify the ease and pleasure of use and convert clicks into sales.
Agencies and media departments to determine the effectiveness of hiring space in television, radio, magazines and digital media.
Marketing departments to develop their mix of strategies, budgets, displays, point of sale material, merchandising and in the pretest of their campaigns.
• Branding departments – Neuromarketing might help in selecting brand names that resonate with consumers, as well as how strongly they feel about a brand and whether their response to a brand is cognitive or emotional.
Departments of insights and market research to understand the triggers of preferences and other revelations of how and why consumers think what they think, do what they do and feel what they feel about their products and brands.
Departments of product design and packaging to identify the needs are met and ease of use, preference of colors and forms and to generate emotional impact on their designs.
Political campaign strategists to evaluate communications, proposals, debates and platforms.
Film producers, radio and TV for their castings and editing. Testing might be used to assess interest in actors, decide between alternate endings of a movie, or select movie sequences to include in the movie trailer.

Neuromarketing research can identify unconscious consumer response and a precise and accurate knowledge about the tastes and preferences of consumers in: pre test campaigns on TV, radio, web and film; design, redesign and launch of products, brands, labels, packaging and image; choice of designs and colors in products; print magazines and outdoor advertising; copy digital testing (location content and designs websites); test taste, texture and smell; political campaigns (neuropolitics); point of sale materials and position on shelves; brand preferences; storyboards and movie trailers in order to gain the maximum effect.

(Via NeuroRelay)