Consumer neuroscience adoption continues to rise as a greater understanding of the value it can provide becomes more clear to marketers. It’s not just for campaigns; not just for big, broad questions; not just for determining if an ad is effective. Rather, marketers are seeing the value in evaluating singular, critical elements, moment-by-moment, because every second counts. Do you have the right spokesperson? Is your logo large enough? Does the color of that vehicle help your brand—or another’s?
The recent Neuromarketing World Forum, hosted by the Neuromarketing Science & Business Association, held in Singapore, was the 7th annual gathering of experts in the field. Nielsen thought leaders discussed neuroscience-inspired guidelines on the communication of promotions to the Asian shopper, while sharing insights around the power of music in advertising.
Dr. Satoshi Tsujimoto, Director of Nielsen Consumer Neuroscience in Singapore, teamed up with Ramanathan Vythilingam, Senior CMI Manager at Unilever, to present neuroscience learnings related to promotion communication development, including how to build a definitive set of promotion related guidelines for a specific market. One of Unilever’s skincare brands was their first to leverage Nielsen’s suite of consumer neuroscience tools to test in-store promotions, combining quantitative electroencephalography (EEG) with eye tracking in order to understand shopper reactions and effectiveness of the brand’s product promotions. The study evaluated a range of promotion types, such as “Buy One Get One Free” (BOGO), raffles, gift bundles and other discounts. The results showed that the use of visual clusters, proper message sequencing (placement of call-to-action) and eliminating terms that could lower shopper perceptions of a product’s premium (such as the term “discount”) all play a role in determining which products make it past the point of sale.
Dr. Bradley Vines, Director of Nielsen Consumer Neuroscience in Europe, discussed the role of music in advertising and music’s direct impact on ad performance. Academic research has confirmed the integral role that music plays in consumer engagement, and consumer neuroscience tools can evaluate the effectiveness that a piece of music has in driving attention, emotion and memory associated with a brand. Highlighting multiple case studies that used a combination of electroencephalography (EEG), eye tracking and facial coding, Dr. Vines shared how marketers can use these tools to ensure that the music used in their advertising communicates desired brand equities, is worth the investment of copyright access, and has the ability to convert sales and resonate with the consuming public.
The communality in both of these sessions led by leaders from Nielsen’s Consumer Neuroscience team is that the tools of neuroscience allow us to capture responses that consumers could not or would not verbalize, delivering powerful, granular insights that help solve complex marketing challenges.