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Measure which voice-over or spokesperson is most effective for your brand
Gain insight into the performance of attention and emotion in the brain for each candidate (measured wth EEG)
10 days lead time
"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.”
Our neuromarketing studies on voice-overs and spokespersons take place in Unravel's living room lab in Utrecht. Here, 20 respondents listen to the different candidates you are considering for your brand. The candidates are presented in random order through audio clips, and in the case of spokespersons, the candidate is also visible.
The two success drivers of every voice-over and spokesperson are:
These two factors come together in Unravel's Person Perception Grid. Each candidate is placed in one of four quadrants: top candidate, court jester, chiller, no-go.
A major challenge in research on voice actors and spokespersons is that we only want to measure the effect of the voice, not the content of their story. However, it is impossible to measure a voice without making it say something.
To properly curb this challenge, Unravel follows a solid research protocol where the voiceover is scrambled over several short clips. In this way the content disappears and we only measure the attention and processing of the voice (and the person) itself.
In neuromarketing research on voice-overs or spokespersons, Unravel Research follows a proven approach so that you can count on reliable results and a fast timeline. This enables us to offer unparalleled project lead times of 10 working days.
In the first days, it is determined in consultation with the client which voice-overs or spokespersons should be tested. The client supplies sound fragments of voice-overs.
During the fieldwork days, 20 respondents visit the living room lab in Utrecht. Here they get the EEG measured, after which they listen to the candidates in random order. In the case of spokespersons, the candidate will also be visually visible while the respondent is listening to the voice.
We calculate the average score on Desire and Engagement for each candidate. We process this into the Person Perception Grid, in which you can see the performance of each candidate at a glance.
Below, you'll find an output example of a spokesperson test.
Average number of voice-over candidates per study
Yes, neuro-research on voiceovers and spokespersons is suitable for all voters regardless of their level of fame. In the case of celebrities, existing associations about that person will of course influence the attention and emotion scores in the brain (as measured by EEG). This is the holistic processing as it will also take place in reality.