Audience Engagement
NeuroFocus solves the 3 classic conundrums of advertising – What specific components of the ad do people pay attention to? Where exactly in the ad are they emotionally engaged, and why? Finally, and most importantly what specific components of the ad do they retain in long term memory. Clear answers to these questions enables you the advertiser to get at the core of what makes your ads effective.
Breakthrough Neuroscientific Quantitative Research Measures
NeuroFocus brings to advertising cutting edge measurement paradigms developed by neurologists to address challenges in attention, emotional engagement, and memory/retention. Our measurements are precise, unambiguous, and repeatable. Measurements of effectiveness are done in the natural environments where consumers view the ads, and is therefore extremely precise.
NeuroFocus Methodology and Deliverables
- Consumers are recruited, pretested, and familiarized with our session setup analytical equipment and techniques
- Consumers are pre-screened for demographic, attitudinal, behavioral, and psychographic segmentation
- Consumers are presented with a series of chosen ads deliberately interspersed with normal viewing features in a setting that measures attention, emotional engagement and memory/retention across the ad set
- Data is acquired and processed by our neurophysiology and psychometrics teams
- Quantitative indicators of attention, emotional engagement, and memory/retention are calculated from high density electrode arrays
- Componentize the target ad into key constituent elements (images, faces, actions, spoken words, written words, sounds, and other client indicated discriminants)
- Utilize paradigms to elicit neuro physiological reaction measurements to determine which aspects of the ad contribute most and least to the overall effects identified in analysis
- Provide design feedback to ad designers on each of the chosen components based on analysis
- Identification of strengths and weaknesses of the target ad
- Recommendations for improving, refining, and reusing segments of the ad
Business Value of Neurological Ad Effectiveness Measurements
NeuroFocus indicators of attention, emotional engagement, and memory/retention are objective quantitative measures that reflect actual neurological responses of the consumer to your ad. The unique value of such effectiveness testing is
- Maximize effectiveness of the ad campaign
- Accurately predict and correlate ad impact with point of sale purchase
- Minimize cost of redesign and rework by identifying consumer responsive features early on
- Increase component reuse by identifying components of the ad with greatest cross customer resonance
- Optimize media buy time and click through fees by accurately measuring habituation responses
- Optimize overall ad campaign and sequencing by accurate measurement of attention, emotional engagement, and memory/retention habituation
Who Benefits from Neuromarketing?
- Advertising agencies
- PR firms
- Consumer research agencies
- Market research agencies
- Industry trade groups
- Corporate marketing departments
- Product design and development departments
- Public relations departments
Marketing Modalities—TV/Radio/Print/Internet
- Full support throughout the campaign including ad planning, test planning, result integration, and design iteration
- Radio Advertising Effectiveness – Commercial spots
- Print Advertising Effectiveness – Magazines, Newspapers, Billboards
- Internet Advertising Effectiveness – Popups, One-liners, AdSense
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