Neuro Insights: Using Consumer’s Brains to optimize...
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Neuro Insights: Using Consumer’s Brains to optimize advertising – LITERALLY. Michelle Gansle Mars Wrigley Confectionery
Transcript of Neuro Insights: Using Consumer’s Brains to optimize...
Neuro Insights:Using Consumer’s Brains to optimize advertising – LITERALLY.
Michelle GansleMars Wrigley Confectionery
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Focus Groups Online Ad Pre-testing Neuroscience
Evolution of Ad Testing (at Mars)
Brand Tracking
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Can you spot the
weak ad?
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A:“Lunch Money”
B:“Pants”
C:“Robbery”
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Not grabbing attention is a proxy for failure
Display branding when emotions peak and increase positive emotions throughout copy
Simple, smooth storytelling facilitates memory encoding
Neuro insights increase chances of developing winning content
Attention
Emotion
Memory
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NOWCan you spot
the weak ad?
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A:“Lunch Money”
B:“Pants”
C:“Robbery”
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And the results are…….
A:“Lunch Money”
B:“Pants”
C:“Robbery”
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Neuro Insights Results
Key Research Questions: ROBBERY PANTS LUNCH MONEY
Did we grab viewer’s attention without consumers having to work too hard?
Do we display branding when emotionspeak?
Do we increase and sustain positiveemotion during key moments of the ad?
Have we kept the story simple and smooth so that consumers store and remember in their memory frameworks?
Attention
Emotion
Memory
Meets Objective Partially Risk identified
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~Source: Nielsen Consumer Neuroscience
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Insights: Attention
Consumers pay attention to intended key elements of the story in Lunch Money and Pants, but have to work too hard to understand Robbery.
Source: Nielsen Consumer Neuroscience
Higher emotion than attention indicates a strong emotional payoff
Higher attention than emotion indicates confusion
LUNCH MONEYPANTS
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ROBBERY
Emotional Motivation
AttentionProcessing
0-10 Scale0.4 = Significant
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FACIAL CODING: EXPRESSED EMOTIONAL REACTION• Consumers’ outward expression is mostly neutral during branding moments.
PositiveNegativeSurpriseNeutral (B LA N K )
B ar represents branding m om ent
ThresholdExpression must meet a reliable
threshold, and is then categorized into
one of 4 groups. Neutral is the most
common expression.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
ROBBERY
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
ThresholdLUNCH MONEY
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
ThresholdPANTSLikely due to consumers concentration on fine print.
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Insights: MemoryConsumers understand how Orbit fits into Lunch Money story.
Orbit’s role is less intuitive in Robbery and Pants, indicating an opportunity to better connect how gum is relevant to the character’s confidence.
Average EEG Memory before and after Orbit is introduced into story
Source: Nielsen Consumer Neuroscience
Before After
LUNCH MONEY PANTSROBBERY
0-10 Scale
0.4 = Significant
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ROBBERY PANTS LUNCH MONEY
SET-UP
ORBIT INTRO
GUM CHEWING
STORY RESOLUTION
END FRAMEInsights from Neurological Compression, which is derived from an algorithmthat picks up the strongest moments of the full length ad.
MINIMIZEDINCLUDED
Insights: What parts of the ads do consumers take away?
Consumers best link the brand and story in Lunch Money.They can fill in the blanks with Pants, though branding is somewhat minimized.
In Robbery, consumers take away the story, but not the brand.
Source: Nielsen Consumer Neuroscience
W HAT STAYS IN, W HAT’S LEFT OUT?
