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Neuromarketing Advertising Research
Does your commercial stand out? Is it being understood by consumers? Is it connected to your brand? Does the expression strike the right chord emotionally? And does it encourage to take action?
These are all questions that come up every time you set up a new advertising campaign - and which can be clearly answered by using EEG.
The influence of commercials is subconscious and subtle. Traditional advertising tests are just partly able to catch these effects. Neuromarketing research makes it possible to measure the actual impact of your advertising.
Neuromarketing advertising research takes away a great deal of the insecurities regarding the effect of your advertising campaign. Brain research with the use of EEG provides insights in the performance on essential Neuro KPI’s attention, memory, emotion and buying motivation. This brain data is proven - more than any other method - really powerful in predicting actual preferences and choices of your customers.
By comparing your neuro performance data with Unravel’s category specific benchmarks, you can see exactly how your advertisements perform compared to other companies in your branch.
EEG has one big advantage over other brain measurement techniques: its immense high speed.
EEG measures fluctuations in attention, emotion and effort accurately to the millisecond. As a result you can see clearly what scenes work well - and which can profit by a little tweak. Consequently, you will be able to optimize your commercial and gain insights that you can implement in future campaigns.
“The neuro-research was of real value to us. For our new campaign we have consciously chosen neuro-research. That way we will not get socially desirable answers, but real insights”
The brain processes commercials extremely fast and mostly subconsciously. Many of the responses will never become conscious, but they do influence the effect instore. Neuro research measures these responses.
The neuromarketing advertising research of Unravel using Eye Tracking and EEG to objectively measure what an advertisement triggers in the target audience.
Brain activity and viewer patterns give insights into the authentic response of consumers. It offers a deeper and more objective alternative for the more subjective dimensions of surveys and interviews.
All our EEG metrics are public and are supported by scientific publications from peer reviewed journals. See the FAQ for an overview of publications per metric.
Data will only be of value once compared with a valuable benchmark ? Unravel has a database consisting of neuro performance scores of more than 600 commercials. This enables us to provide a representative benchmark for many different industry categories, in order to get more insights out of your data.
What exactly makes your commercial successful? Neurodata can reveal accurately up to the millisecond which elements are beneficial towards attention, memory and purchase activation.
A missing text. A character turning his or her back to the viewer. An illogical sentence of a voice-over. These are just a few of the many unintended emotional dips we see in our studies. Many of those imperfections can be smoothed out quickly and easily in the editing, without destroying the core concept of the commercial.
EEG measures the electrical activity in the brain. This activity fluctuates constantly as a result of ion channels in neurons in the brain. EEG is capable of measuring this activity multiple times per second, which makes this method especially useful for testing dynamic stimuli such as commercials.
The raw data is being contaminated by algorithms, whereafter we extract four scientifically validated metrics:
These EEG metrics provide an enriched view on the experience of commercials. Approach motivation can be considered the most important metric for predicting buying behavior. Engagement, Workload and Confusion offer substantial depth in the qualitative analysis of the commercial, in which we analyse how the viewer experiences the commercial per scene.
Each first week of the month a multi-client research takes place in Unravel’s lab. The multi-client study is carried out with a group of 20 respondents who can be considered a good representation of society regarding gender, age and education.
If you participate in a multi-client study, you can test only one of your commercials.
Would you like to test more commercials or do you have specific target group needs?
In that case, you can get a customized neuromarketing advertising study.
Before and after the commercials we will ask for the attitudes per brand. We will map both the explicit attitudes (using survey responses) and implicit attitudes (using EEG response during the brand exposure).
The difference in scores between both measuring moments will provide a good picture of the impact of commercials on branding.
Optionally, we can also test for intermediate campaign metrics, such as:
Hereby, we would like to emphasize that metrics such as these do not relate strongly to the success of campaigns. Explicit understanding, recall and appreciation correlate only slightly with sales and should therefore be considered mainly as qualitative add-ons.
More about this in our blog: https://www.unravelresearch.com/en/blog/effective-ad-pre-testing-alternatives
In a normal neuromarketing advertising test, between 20 to 30 respondents visit the Unravel Lab in Utrecht to participate in the study. Here, they will be equipped with EEG and Eye Tracking, after which they are shown a TV program interrupted by a block of commercials. This contains a randomized set of commercials including the target commercial.
Respondents’ brain activity and viewing patterns are measured while watching in a comfortable way. We can measure accurately up to the second how the brain reacts in terms of attention, desire in and memory activation.