Every brand wants to get across certain values through ads. By means of neuromarketing studies, we will help to define whether it will succeed.
Neuromarketing enables to see more objective responses and emotions of the target audience to ads.
This method identifies where and why respondents look by means of EYE TRACKER, a static device. The device has infrared cameras. They track a respondent’s pupil movement when he or she looks at the content tested (an ad layout, a promo video, a web page).
It gives understanding of viewers’ psychological responses to ads. The device has three indicators: Emotional Involvement; Positive Physiological Stimulation; Stress.
First two indicators are positive, while the third one is negative. The higher indicators of Emotional Involvement and Positive Physiological Stimulation and lower the indicator of Stress are, the better a promotional video delivers its advertisement message to the audience.
This method is based on the synesthesia effect (when a person experiences something in one pathway under stimulation of another pathway).
For example, a voice can be esteemed as ‘soft or hard’.
This method reveals indirect advertising evaluation. Unlike direct evaluation (like or dislike), indirect evaluation has a much higher correlation with ‘purchase’, a behavioral component!
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