Tim Zuidgeest, Lead Consultant
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It is likely the most important choice made this week: more than 10 million Dutch people chose who may represent them in the House of Representatives for the next four years. But how consciously is this choice made?
For the vast majority of human history, there was no money, but trade existed. A cow for two sheep and some grain for a chicken. For this reason, the concept of money is very unnatural for our brain.
Neuromarketing research is the application of biometric methods such as Eye Tracking, brain research (EEG), and Facial Coding to marketing issues. Unlike traditional market research, which uses conscious methods like interviews and questionnaires, neuromarketing focuses on physiological responses, which are partly unconscious.
This often raises the question: is it ethical to measure the unconscious reaction to marketing? Terms like ‘the buy button’ imply that it would reduce consumers to zombies blindly following the marketer's wishes.
The reality is much more nuanced.
During the summer, in the winter, in the morning or rather in the evening? At the start of the week or just towards the weekend? And what do we actually do around holidays? As a marketer, there are quite a few questions we can ask ourselves before launching campaigns. Because we intuitively sense that time has a significant influence on our (purchase) behaviour and receptivity to advertisements. So it's better to ensure that your product or campaign reaches your target audience at the right moment.
In this blog, we provide you with some practical tips on neuromarketing, behaviour, and time. So you can choose the right moment for your campaign. Or, of course, the right campaign for a particular time 😇.
The hard truth is: most products in the store are almost never bought. In fact, they are never seen. When we let customers loose in the store with an Eye Tracker, we discover that these products receive not a millisecond of attention. You might as well have placed a brick on the shelf; the customer wouldn't have noticed.
The battle for consumer attention reaches a peak. Where people used to be glued to the screen, nowadays we are easily distracted by a WhatsApp message from a friend, our endless Instagram feed, or a late work email.
It's logical then that marketers increasingly ask themselves: ‘How do I keep the attention of TV viewers during a TV commercial break?’
From Ronald McDonald, who welcomes guests to the yellow fast-food chain, to the boy who has been smiling at Kinder chocolate buyers for decades, brand characters have played a crucial role in marketing.
Brand characters come in many shapes and sizes. For example, they can appear as animated mascots like the comical M&M’s figures. They can also take the form of recurring advertising characters, such as Captain Iglo, who has been portrayed by various actors over the decades but has always remained consistently recognisable as a character.
What is the value of such a brand character? How does a character contribute to the recognisability and appeal of a brand? And what are the practical do’s and don’ts to make the most of your brand character? In this blog, we outline the latest scientific insights.
Imagine this.
You have an idea. Perhaps for a new product, a new packaging, a new layout for your shop, or even a completely new company. Or you want to improve or optimise something like an advertisement, a website or app, or your company's branding.
You naturally think it's a good idea; after all, you came up with it yourself.
But are people really waiting for your new product? Will the new layout or advertisement catch on? And where do you start with optimisation?
Market research provides answers to those questions. Simply put, market research shows whether your new or improvement plans have the potential to become successful.
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