The Problem
Determine what works and what doesn’t work in your competitors’ brand and advertising offerings.
- Are consumers aware of competitive ads and their attributes?
- How is the essence and meaning of competitive brands articulated in ads to the needs of the consumers?
- What characteristics and emotional themes are associated with competitive brands and ads?
- What are the core advantages articulated in competitive brand advertising?
- What do consumers remember about competitive brands from their advertising?
Our Breakthrough Neuroscientific Quantitative Research Solution
NeuroFocus applies our objective measures of attention, engagement, and retention to your competitor’s ads and campaigns in the context of other ads that consumers are likely to view every day.
Consumers are pre-tested for psychographic and neurographic segmentation, then view ads in a mock “ad break” format. EEG measurements are taken across all ad viewings for comparative purposes. Consumers are post-tested to identify correlates between objective brain activity measures and self-reports of attention, engagement, and retention.
NeuroFocus Methodology and Deliverables
- Subjects are recruited, pretested, and familiarized with our analytical equipment and techniques
- Subjects are presented with a series of comparative ads in a mock “ad break” setting that measures attention, engagement and retention across the ad set
- Results are analyzed and aggregated by our neurophysiology and psychometrics teams
- Quantitative indicators of attention, engagement, and retention are calculated
- Easy-to-interpret deliverables are prepared and presented in a workshop environment with advertising leaders and team members at the client company or firm
Business Value of Neurological Competitive Advertising Intelligence
NeuroFocus indicators of attention, engagement, and retention are objective quantitative measures that reflect actual neurological responses to your competitor’s ad in a context of “competing” ads that would appear in a classic “ad break”.
Our ad component analysis pinpoints exactly where and how your competitor’s ad is effective or ineffective in presenting its message. When compared to NeuroFocus metrics for your own ads, this information can be used to design individual ads and campaigns for neutralizing any advantages competitive ads may have.
NeuroFocus indicators give you objective measures of ad impact, unbiased by traditional limitations of self-reporting that plague both focus group results and opinion surveys.
Who Benefits from Neuromarketing
- Advertising agencies
- PR firms
- Corporate marketing departments
- Public relations departments
Marketing Modalities—TV/Radio/Print/Internet
- TV Advertising Effectiveness – Commercial spots, pods, and product placement
- Radio Advertising Effectiveness – Commercial spots
- Print Advertising Effectiveness – Magazines, Newspapers, Billboards
- Internet Advertising Effectiveness – Popups, One-liners, AdSense
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