CONFESS & NEUROMARKETING – ONE YEAR AFTER

CONFESS Research has been using Neuromarketing actively since May 2010 when the pilot testing of some TV advertisements together with clients such as GE Money Bank, Nestlé or Danone was carried out.

Since then we have been testing more than 70 commercials from area of finance, FMCG, media, alcohol production or internet websites.

Currently, we test 3-5 commercials every month and due to an unceasing interest of our clients we run regular NEURO OMNIBUS with quarter frequency, starting in April 2011.

NEURO research is carried out in association with LABoratory & Co, one of the global leaders in Neuromarketing and an inventor of world-wide used methodology for biometric testing of commercials.  

At the moment, we offer two means of neuro-testing on the Czech market: NEUROTRACE™ which monitors reactions of brain when a stimulus (e.g. TV commercial) is exposed to viewer, and BIOnavigator™ which combines Neuro research with the Eye-tracker.

NEUROTRACE™ measures relevancy of all the elements included in the commercial as well as relevancy of the commercial as a whole. Furthermore, it measures ability of the spot to activate the viewers in terms of purchase intention and interest in brand/product. All the information are obtained via reactions of the human body (GSR – galvanic skin response) and the brain (EEG – electroencephalography) so there is no need to ask the respondents for explanation of their opinions which is often misleading. The methodology includes also a standard questionnaire for identification of the copy message recall and the understanding.   

BIOnavigator™is a unique combination of the Neuro research (described above) and the Eye-tracker. This method is suitable for testing TV ads but also for printed advertisements, outdoor communication etc. BIOnavigator™ combines the information about visual perception of the ad obtained via the Eye-tracker with reaction of the brain obtained via EEG. This unique combination allows us to analyse the impact of each visual element on viewers’ perception very precisely.