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Have you ever wondered why people have white parts in their eyes?
Probably not.
However, when you think about it: Itâs weird. Humans are the only primates whose eyes are not fully dark. Even the anthropoid ape, which is very close to us in terms of evolution, does not have white parts. Why do our eyes deviate from the eyes of our fellow primates?
The neuromarketing research can start. Time to open the brain data floodgates. But how does neuromarketing research work exactly? Weâll walk you through our procedure, step by step.
When discussing neuromarketing, the topic is likely to come up: Is the commercial application of neuroscience ethically justified?
Neuromarketing. Definitely a hot topic. As it should be, in our opinion. As neuro is on the rise, marketeers are enabled to create better marketing. Being able to create the optimal marketing campaign makes our heart skip a beat.
How do you measure whether your carefully crafted ad campaign âworksâ?
First, you need to define what âworksâ means.
Traditionally, advertising research tended to focus on the message. Instead of measuring whether a campaign increases sales â which is hard â research shifted to intermediate effects such as brand awareness, message comprehension and reported feelings. Millward Brownâs Link is a well-known copy-testing framework that aims to capture many of these facets in one unified methodology.
Have you ever wondered if your marketing campaign would lead to the desired increase in sales and more positive brand attitudes?
Wondering about this is natural, if you look at the amount of surveys that are being held to measure the effectivity of an advertisement. However, many of these research methods cannot provide you with certainty about the advertisementâs effects. Why? Because we, people, are pretty bad at predicting our own (buying) behavior after watching an advertisement.
Which method is the best at predicting buying behavior, and gives you the most certainty? In this blog, weâll put the most common methods to the rack. This way, youâll know exactly which tools you should use to be even more certain of the effectivity of your media budget.
Neuromarketing is a hot topic. Of course, we know. In usability research, the brain scanner is used more and more often. In this way, the user experience is being measured. These insights can be used to increase conversion rates, and to improve ease of use.
It sounds so simple: you set up the EEG headset and then start to measure a number of emotions and motivations. However, to translate raw brain data to clear insights demands quite the analysis. In this blog, we will address the EEG data-analysis.
Communication
Branding
Retail & Shopper
Usability Research
