Step 1- Predict effectiveness
Overall, 40% of tv commercials does not increase sales. Half of these even cause sales to decline. Our job with neuro is to predict and increase the effectiveness of new campaigns.
During this campaign's neuro study, 20 users of glasses or contact lenses watched the commercial, while EEG and Eye Tracking measured their emotional experience.
Brain activity allows us to predict the direction of sales impact of a commercial by measuring success predictors of approach motivation and cognitive ease. Compared to a benchmark, the commercial scored lightly above average, with an especially strong appeal towards millennial viewers. Great news – sales will increase – but can the commercial get even better?
During this campaign's neuro study, 20 users of glasses or contact lenses watched the commercial, while EEG and Eye Tracking measured their emotional experience.
Brain activity allows us to predict the direction of sales impact of a commercial by measuring success predictors of approach motivation and cognitive ease. Compared to a benchmark, the commercial scored lightly above average, with an especially strong appeal towards millennial viewers. Great news – sales will increase – but can the commercial get even better?
Step 2- Increase effectiveness - by a lot
A major advantage of neuro ad tests is that EEG records brain activity many times per second. A scene by scene analysis reveals the performance of each individual shot, allowing for powerful optimization by tweaking the ad's weakpoints. In this case, a specific high-paced sequence of many quickly edited cuts resulted in negative emotion. Also, the introduction of the background music resulted in an averse response.
Based on these clear insights, the final commercial was tweaked on these important details. The editing pace was eased and the background music was changed to a more pleasing tune.
Based on these clear insights, the final commercial was tweaked on these important details. The editing pace was eased and the background music was changed to a more pleasing tune.
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Unravel Research uses EEG and eye tracking to understand what the consumer won't tell you. This way we increase the impact of your ads.
Curious how your brand can profit from neuromarketing research? Tim loves to show you 5 crucial insights that lay the foundation for a perfect - sales increasing - commercial.
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