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6 responses to "Your Brain on Soup" — Your Turn

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Ron Wright
Twitter: Sands_Research
20. February 2010 at 9:48 pm

Roger – As you and some of your readers may know, we have an active neuromarketing discussion group on Linked In. The WSJ Campbell Soup story generated extensive discussion about how this was a fair representation of the field as compared to the usual “mind control” approach that the media has a tendency to apply to neuromarketing.

There was also extensive discussion that Campbell’s strategy and planning encompassed several market research methodologies along with neuromarketing. Insights accumulated from neuromarketing is an adjunct not a sole source for achieving best results. I am copying below Matt Tullman’s comment on the new CSC soup strategy since his firm and others were deeply involved and deserve also the recognition of an excellent case study.

Best
Ron Wright
CEO / Sands Research Inc.
http://www.sandsresearch.com

From LinkedIn Neuromarketing Discussion Group:
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“Totally agreed this is correct way to approach studies of this nature. Far too often a single cutting-edge technology is deployed into projects for technology’s sake, without recognizing the importance of cross-method support/validation. Not so in this case. CSC has a great philosophy and was very careful with their plan. They will reap benefits from the body of knowledge they procured far beyond what was reported. To Steve’s comment, it was Campbells who initiated the story with the Journal and invited the suppliers.

Selfishly, I have to point out that the facts were a bit jumbled in the article and were not reflective of all the research firms that participated in this 2 year study. For the record, Merchant Mechanics supplied this initiative with the only measures obtained from non-prerecruited consumers actually shopping in the aisle (deployed qual shop-alongs with mobile eye tracking & pupillometry, videographic behavioral analysis, real-time facial expression analysis and quant intercepts.) In addition, Olson Zaltman Assoc. was the supplier of the ‘deep interviews’ mentioned, but not named.

Matt Tullman
CEO
Merchant Mechanics, Inc.

PS – The funny story is that we were all scheduled to be part of the interview for this piece, but all flights were cancelled from the snow storm in Philly that week. Innerscope drove after plane and train cancellations! Kudos to them for making the trip, to be sure. In this case, as the saying goes, showing up is more than half the battle.

As can be read into the comment, we’re still feeling a bit sore about this WSJ article.”

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denise lee yohn
Twitter: deniseleeyohn
21. February 2010 at 7:15 pm

as a brand consulting partner, the one change i find most interesting is the smaller logo — most brand managers want to make their logos as large as possible — campbell’s change seems to suggest that might not always be the right approach, particularly for such an iconic brand.

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suphavat
Twitter: amandilligaf
4. April 2010 at 5:21 am

The “deep interview” referred to here is Zaltman Metaphor Elicitation Techinique (ZMET) by OZA right? Think thats what was in WSJ. Limitations to more traditional research being that it is difficult to capture unarticulated and visual thought process. Indeed a boild move by Campbell’s to non traditional research that is gaining more momentum

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Damien Icke 2. January 2011 at 10:12 am

Denise makes an interesting point about the size of the logo. My take is that people are now more persuaded to buy the product more on the way the packaging makes them FEEL, than who actually makes it.

I’ve found this to be the case with myself. I always used to buy Heinz soup because, well, I’d always bought that brand. It was just habit. Nowadays, I’ve found myself being more drawn to the feelings I have when I look at the tin. So, these days I’ve bought Campbells and other makes too. That wouldn’t have happened a few years ago.

Damien
Bread Maker

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Pedometer reviews 24. February 2011 at 7:52 am

It’s true that every time I went to a supermarket there’s a wall of identical red and white cans on the shelves, too many options that Campbell really needs a stand out package design. When there’s too many choices, I tend to go for the one either with attractive design and/or price.

Anyway I reckon the “Soup pictures will be more vibrant and “steamy.”” is a really good idea, it could actually got me to buy it especially during the winter :)

Bryan
best pedometer

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Pedometer Reviews 25. January 2012 at 8:58 am

One of the main problems with multi-brand retails and departmental stores has been that people have been spoilt for choices. Instead of going for new branding and cartoon, Campbell can actually reserve a particular space in the store and then highlight it with banners and vibrant pictures.
They should test with other options before going for such a critical change like branding.

Regards
Sourav

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2 responses to "Your Brain on Soup" — Your Turn

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