Articles

Martin de Munnik. How can we be Sure our Ad Concept is Going to Sell?

In 2012, Neurensics’s scientists recorded the ingredients of a TV commercial that pays off by studying the ”neural signature“ of effective ads, using functional MRI. Neurensics showed and proved that effective TV commercials have a distinctive pattern of neural activity (Lamme & Scholte, submitted). This technique and its derivative benchmark allows us to predict the effectiveness of ads before they are broadcasted. But instead of post-testing ads you want to...

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Michal Matukin. NMSBA - Can Neuro Tools Stop Market Share Loss?

The story began almost two decades ago when our client, a major international food company, acquired a local snack brand. The brand had dominated in its category with 26% of the market share. It offered numerous flavor variants and was truly appreciated by its contented customers. Nevertheless, starting from 2004 a decreasing trend appeared, leading eventually to a dramatic drop to 16% in 2011. This became a catalyst for change and a decision to renew the brand’s image was made. A re-lau...

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Wenda Kielstra. Influencing Subconscious Behavior by Music and Lighting in a Restaurant

The number of restaurants in the Netherlands is increasing every year, however customers are spending less. This makes it important for restaurants to differentiate themselves from the competitors. The traditional focus is often on product range, location, service and price. However, recently a new element has started to gain popularity: environmental cues affecting subconscious behavior. Consumatics were asked to conduct an experiment in a restaurant in one of the biggest theaters in the Nether...

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Ariel Telpaz, Ryan Webb, and Dino J. Levy. Using EEG to Predict Consumers' Future Choices

It is now established that neural imaging technology can predict preferences over consumer products. However the applicability of this method to consumer marketing research remains in question, partly because of the expense required. In this article, we demonstrate that neural measurements made with a relatively low-cost and widely available measurement method — Electroencephalogram (EEG) — can predict future choices over consumer products. In our experiment, subjects viewed individual ...

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Friederike Niehoff. Advertising 2.0 - How To Boost Ad Effectiveness Using Environmental Targeting

Neuromarketing Principle:  Mobile advertising has a higher purchase likelihood if it targets an audience in the hyper-contextual dimension of a crowded environment, as crowding makes the audience turning inwards to their mobile phones and more attentive and susceptible to ads. Application:  Consider times and locations related to physical crowdedness, for example trains during rush hour, use this information to send targeted mobile ads and thus make them more effective.   ...

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Rei Ryou. The Eye-Tracking Evaluation of Outdoor Advertising on Highways

Korea Out of Home Advertising Center is a government-affiliated organization that promotes the government’s finance income by selling outdoor advertising authorization along the highways. The government owns all rights on outdoor advertising and helps manage its size and revenues through regulations. The center experiences conflicts in commercial rate levels with the advertising business operators because the basis used to divide the areas was unclear. Korea Out of Home Advertising Center ...

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