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NEUROMARKETING

In the holiday edition of Trend Marketing journal, another article focused on Neuro ad testing was published under the name “Six times distilled according to the neuromarketing”. Two guys, snow, sled dog and …etter destillere… does it ring a bell to you? Read, how neuromarketing works.

 

In the Stock marketing team, they tried to figure out what does the ad do in your unconsciousness. They used neuromarketing.
As soon as any ad film material is edited, questions begin to appear: does it attract our target group? How would they perceive it? How would they understand it? Would they remember it? Will it bring us business? Does it build our brand? Does it not help the competition? Although the internal data might show a positive impact on sales, soon we hear: and could it not be shortened so the advertisement would cost less? Internal data only bring answers to some questions. The remainder must be determined by a research.
NEURO BASE
We imported neuromarketing to the Czech market more than a year ago. The method can handle brand strategy, identification of category attributes, packaging tests; however, most often it is used for advertisement tests. So far, 74 ads have gone through the test, one third of them were analyzed. We suggested Neuro also in the case of Amundsen, BioNavigator method altogether with other techniques in particular.
Neuromarketing is a research method that is used for uncovering respondents’ reactions on TV ads, without letting them say a single word. Similarly to medics or criminalists we make use of originally medical technique to monitor neurologic reactions of every respondent – modern equivalent of classic EEG (brain capacity measurement) and GSR (galvanic skin reaction).
 

Both tests are being conducted at the same time, do not hurt nor disturb one. The respondent has “a spider” on his head and “dryers” on fingers that are able to identify moments in which the viewer is emotionally attracted or activated. According to the situation in which the reaction was recorded, the analysis is able to predict the long-term brand influence. It can also measure the ability of the ad to get out of the clutter and attract attention. This part is called biometrics and its outcome is a motion player.

Typical Czech motion player is predominantly yellow, neutral. Czech respondents’ reactions differ to others – are more quiet and more negative. This is also the reason of Czech benchmark creation that should be ready from August. Category benchmarks are expected by the end of the year. 30 spots in category are needed, the closest to that is the financial segment with 15 spots and alcoholic drinks with 10.

High activation and negative emotional engagement shows the internal “madness” of viewers after the second repetition of “etter destillere”. After the third repetition, it becomes clear it is a joke and respondents are fairly entertained till the end of the spot.
REACTION TIMES
If the client needs to find out how the advertisement shifts the perception of the brand, the biometric part is supported by reaction times. It is still called neuro, because the respondent "only reads and clicks" before and after viewing the ad, which detects the shift in the monitored attributes in terms of subconscious relevance for the tested brand or a competitive brand. The reaction times can be, however, conducted under the condition there is only one advertisement of the same brand in the given advertisement pool - otherwise it would not be possible to determine which of the spots caused the shift in the brand perception. Depending on the objectives of the research one should also carefully consider whether to include competitive ads in the block, and which ones.
Most of the neuro-tests are completed by a recall questionnaire aimed to remembrance of the advertisement. Conscious and unconscious reactions can be then compared in the analysis.
CASTING WORKED WELL, THE INTRODUCTION NOT SO MUCH
Of all the tested ads, the Amundsen one is among the best in terms of purchase intention. “Amundsen shows 26% sales increase per year on significantly recessive market. This corresponds to the main finding of the research, claiming that the ad positively influences the purchase intention and has a power to sell if aired. Confess pointed on weaknesses of the spot too – especially too slow introduction and thus the risk of being lost in the clutter,” claims Tomas Parcala, marketing director of Stock Plzen-Bozkov.
Connecting the neuro part with the Eye-tracker, the client confirmed his well-chosen casting. On the other hand, a room for improvement was seen in branding – although the respondents connect the ad to the brand, logo should be emphasized more.
Because the aim of the ad was also to entertain the viewer, the fun potential was tested as well. Electromyography - that is used for testing - can differ between conventional and genuine smile. In case of Amundsen, the outcome of the test was positive too. This method was able to identify the moment in the ad, in which the viewer comprehends the humor and then is fairly entertained till the end of the spot.
The reaction times test brought another finding. “We were positively surprised how we succeeded to shift Amundsen towards the category of quality vodkas. The important attributes are already connected to the brand, including the six-time distillation. On the subconscious level, Amundsen is well-established as a northern, crystal clear and high quality vodka.” says Tomas Parcala.
On the other hand, a soft hallo-effect was monitored at the competition. Luckily, it was not very significant, which was confirmed by a strong increase of subconscious preference of Amundsen brand at the expense of the key competitors. Also the recall questionnaire, that completed the test, confirmed above-the-average remembrance of the ad and its key message delivery.
Petra Víšková, Research director
 

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