Understanding the human mind is our road map to success.
The complexity of consumers’ relationships with brands, products, services and devices is increasing exponentially. Understanding what motivates people to do the things they do has always been a challenge – traditional market researchers know that people can’t always express how they feel, are often guarded about what they say, and don’t always do what they say they do.
Through our specialized neuromarketing program, we provide our clients with deep insights into the “why” of consumer decision-making. Our multi-sensory testing platform and mixed methods research approach analyzes what people do, see, and feel while interacting with marketing assets. Unfiltered findings provide strategic insight to spark creative and maximize the effectiveness of campaigns pre- and post-launch. The second-by-second uninterrupted responses to all aspects of a marketing campaign are captured, decoded and analyzed.
Our approach includes the measurement of emotional, unspoken and spontaneous reactions to marketing communications, media and entertainment. We help clients unlock consumer truths to optimize existing and pre-launch initiatives in order to help ensure marketing effectiveness and maximize campaign investments.
Our Neuromarketing Process
In four steps:
- Discovery: Understand business and research needs.
- Design: Select the research method and recruit participants.
- Decode: Conduct tests, analyze data, and collate findings.
- Deliver: Present report and actionable insights.
Drawing from disciplines including user experience design, behavioral research, and neuroscience, commercial applications of our neuromarketing research include:
- Comparing the persuasiveness of pricing strategies, offers, and incentives.
- Identifying optimal presentation and functionality of digital creative, applications and social media.
- Determining the most effective placement of sales messages in collateral.
- Pre-testing advertising concepts, e.g. animatics, composite layouts.
- Identifying emotional spikes in broadcast and digital rich media ads.
- Assessing the effectiveness and recall of product placements and messaging.
- Assessing consumers’ in-store experiences.
- Identifying the most affective and effective shelf layouts/planograms.
- Developing arresting and visually salient point of purchase display concepts.
Usability testing captures quantitative and qualitative data about what people do by measuring the relative ease or difficulty of completing common digital tasks such as website navigation, social media use, and completing online forms. Usability research is also used to assess physical objects’ interfaces: in consumer electronics, cars, industrial and medical settings. Improvements in usability can increase brand loyalty, ensure user acceptance and accelerate more widespread adoption.
Eye-tracking shows what people see and what they pay attention to. Unobtrusive eye-tracking devices record test participants’ eye movements and triangulate their fixations, revealing what they are paying attention to. Areas of interest, gaze plots, and heat maps are common data visualizations. In addition, changes in pupil dilation and posture offer insights into nonconscious emotional responses. Today’s wearable eye trackers enable research to be conducted in real and virtual environments.
Facial action coding reveals how people feel. Dr. Paul Ekman developed his Facial Action Coding System (FACS) in the late 1970s to measure people’s fleeting micro-expressions. Emotional expression transcends the barriers of race, ethnicity, culture, gender, religion, and age; regardless of background, humans express facial emotions in exactly the same way. Blue Kite’s testing platform captures subjects’ micro-expressions via video camera or webcam; software tracks test participants’ micro reactions to stimuli in real-time, revealing emotions classifiable by type and intensity.