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Behavioral metrics aim to predict the ultimate desired behavior (e.g., buying a product) by measuring some form of related small behavior (e.g., degree of interest in the product’s packaging during a small-scale shopper interaction study).
Behavioral experiments often include multiple experimental groups, comparing different alternatives of your advertising or packaging.
Behavior can be captured in many ways, often even without the consumer realizing being part of an experiment. As such, the measures of interest are highly diverse and can be obtained both in a lab, online and the real world:
For instance, a brand researching which slogan to select from a subset of alternatives could pretest each slogan’s impact in a low-key field experiment through social media advertising. It would craft an ad for each slogan, and derive their respective pulling power from each ad’s interaction or click-through rates.
Unravel Research designs powerful experiments that test your marketing on a behavioral level.
"The neuro research was super valuable to us. With our new campaign we have consciously opted for neuro research. That way we don't get socially desirable answers, but real insights."