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Novel and traditional market research

Most Desired Brands: a Neuromarketing Ranking

Buyology Inc. has released its “first annual” list of the most desired brands in the U.S. Of interest to Neuromarketing readers is that the list is based on the firm’s Neurotypes brand profiling technique, which uses a combination of EEG brain monitoring and eye-tracking data. First, here are Buyology’s top brands: […]

By |February 2nd, 2011|

Avoiding Death by Powerpoint, the Neuro Way

Conference-goers know that at any given meeting, they will be subjected to a range of presentations – some interesting, others, well, not so interesting. Conference organizers don’t like to offer a podium to inept or boring presenters, of course – bad performances will drive away the paying customers. The approach conference organizers usually employ is to poll the audience about each presentation, asking about the content, the quality of the presentation, and so on. This is done after the fact, but at least low-scoring presenters can be crossed off the list for the next conference. Of course, this constant polling (often by paper questionnaires) is tedious and annoying for the conference attendees.

In a departure from old-fashioned paper, the Association of National Advertisers and Innerscope Research conducted an experiment at their recent Creativity Conference. Some audience members were wired up to capture biometric readings – changes in heart rate, breathing, skin sweat, and motion. These measures were captured from a lightweight band around the wearer’s lower rib cage, so the monitored individuals didn’t stand out in the crowd and likely forgot they were being monitored. […]

By |December 21st, 2010|

Brandwashing?

I’ve been hearing the invented word “brandwashing” for years now, but this combination of “branding” and “brainwashing” received new exposure when the New York Times suggested it as a synonym for neuromarketing. […]

By |December 3rd, 2010|

Paper Beats Digital For Emotion

Direct mail is so last millenium, right? Ultra-efficient digital marketing seems all but certain to supplant actual paper marketing delivered by humans. It might be a little too soon to shut down the paper mills, though, according to a study by branding agency Millward Brown. The research project used fMRI brain scans to show that our brains process paper-based and digital marketing in different ways, and in particular that paper ads caused more emotional processing. […]

By |October 4th, 2010|

Neuromarketing Standards Battle Ahead?

Days after the Advertising Research Foundation and a consortium of firms joined to conduct neuromarketing tests and establish standards (see Neuromarketing Standards Proposed), the biggest player in the field, NeuroFocus, is proposing its own “NeuroStandards” for study design, sample […]

By |September 30th, 2010|

DDB Hires Earworm Expert

Just in case you didn’t have enough goofy ad jingles stuck in your head, ad agency DDB has added an earworm expert to their staff. The Omnicom unit has named Daniel Müllensiefen, a lecturer in psychology, music and […]

By |September 22nd, 2010|

Neuromarketing Standards Proposed

For those who have complained about the lack of standards and universally accepted practices in the neuromarketing industry, the Advertising Research Foundation is launching a new initiative: […]

By |September 21st, 2010|

When Consumption Isn’t Conspicuous

Marketers know that a key element in many purchases is to signal something about the buyer. A Toyota Prius, for example, says that its owner is concerned about the environment. Expensive luxury brands let the world know […]

By |August 9th, 2010|

The Buying Brain by A. K. Pradeep

Review: The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep

The world of neuromarketing seems to be shrouded in mystery. There are no university studies that conclusively demonstrate that one can improve advertising effectiveness or design better products using brain scans or biometrics. Virtually all of the neuromarketing research to date has taken place within private companies, who tend to release few details of their work both for competitive reasons and to protect client relationships. So, it was with great anticipation that I read The Buying Brain by NeuroFocus CEO, Dr. A. K. Pradeep. NeuroFocus, a unit of Nielsen, is the largest provider of neuromarketing services. […]

By |August 5th, 2010|

Virtual Supermarket

One of the challenges facing marketers is the difficulty in predicting real-world behavior from data captured in less than real circumstances. A horizontal, immobile subject surrounded by a claustrophobic, noisy fMRI tube might reasonably be expected to behave differently than one walking around a retail store, for example. While EEG caps and wireless transmitters have permitted capturing data from mobile subjects, they have to be in the actual environment. In many cases that is easy to do, but what if the store hasn’t been built yet? Or what if one wants to test a large number of display configurations? […]

By |July 26th, 2010|