Emme itsekään kuluttajina tiedä aina, miksi teemme tietynlaisia päätöksiä ja mitkä asiat vaikuttavat ostopäätökseemme. Miten ihmeessä markkinoija voisi tietää? Neurotutkimus antaa markkinoijalle uusia mahdollisuuksia ymmärtää asiakasta perinteisen asiakasymmärryksen ohella, sekä auttaa markkinoinnin suunnittelussa ja mittaamisessa
Neuroresearch reveals the true thoughts of consumers and allows marketers to tap into the subconsciousness of consumers
A deep understanding of consumers is basis for making good marketing decisions, but how can we understand a consumer who is not
even himself aware of the factors driving his decision making? The solution to this challenge is neuroresearch, which is based on EEG
and measures the effect of advertising on a subconscious level. Neuroresearch is an excellent tool for measuring and planning advertising.
Our decisions are made mostly on a subconscious level. A large part of the factors affecting purchasing decisions are not taken into account if the effectiveness of advertising is measured using traditional research methods where the measurement is done only on a conscious level. A major benefit of neuroresearch is that environmental issue, cultural expectations and social pressure do not have any effect on the results.
Neuroresearch reveals whether the ad differentiates itself from other ads, whether it generates interest on conscious, as well as subconscious level and whether it stays in the minds of consumers. Neuroresearch is an excellent tool for ad pretesting among other things. When it comes to TV spots, the results can be gained on a second by second level, which enables us to gain insights on which parts of the spot work and which parts need to be improved. Neuroresearch is also very well suited for package testing. Even small changes, such as changing the font on the package, may have a big impact even though the consumer is mostly not aware of it on a conscious level.
In practice, the research starts out with the recruitment of a test group, which is in line with the target group for the ad campaign. A band with sensors is attached to each tested person’s head and the tested person is asked to look at the ads on a computer screen. Neuroresearch is implemented in cooperation with Exakti Intelligence, which is the company responsible for the development of software and the algorithms of the neuroresearch. Annalect is responsible for the coordination of the research project as well as the analysis and reporting of results to clients.