At Nielsen BASES, the prospect of deriving new insights from consumers by using different interfaces is an exciting idea. Could dating app style swiping be the next great market research technique?
The world is changing. Fast. The way we work. The way we travel. The way we watch videos and shows. The way we simply interact with each other. And because the pace of change is happening so incredibly fast, it can be hard to understand what, and just how much, change has happened over a week,...
Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.
Creative is the thing that drives what we engage with, share, talk about, debate, remember and buy. Creative has great power, regardless of where, when and how it runs.
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.
Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising...
We are bombarded with thousands of visual advertising cues every day. So it is baffling how few agencies are taking advantage of the opportunity to know - not guess - how their concepts will fare in the real world.