The Research of Consumer Neuroscience can be used by:
Guides the development of brands and products that are still in the ideation phase. The Concept Test is appropriate to understand consumers reaction to the new product, even before the prototype is ready.
Identifies the user implicit feelings regarding the use of a particular product. Suitable for new product development and improvement of existing products. The results identify the best emotional experience when using the product to create new sensory experiences and sales slogans.
It helps to understand the experience of your consumer regarding the use of a particular product. Ideal to understand your consumers reactions at the moment of interaction with the products. It guides the development of new products and packages besides helping with adjustments to existing products.
It reveals the real perception that consumers have of your brand. Suitable for brand identity studies and understanding the unconscious associations that define the perceived value and customer behavior.
Assesses the impact of advertising films that have already been finalized. Important to analyze the emotional impact of the aired film and to build learning for future campaigns.
Analyzes the performance of storyboard, animatic, narramatic or monster. Ideal for evaluation of brain responses that help you understand the impact of different pre-test materials to define the final shape of the advertising film.
Measures the actual viewing of your brand or product in different types of events and TV programs broadcasted. Appropriate to assess the viewing rate of consumers to advertising materials present in sponsorship actions and product placement strategies.
Evaluates the browsing behavior of users of digital interfaces. Used to improve digital interfaces for mobile or desktop environment for better usability through neuroscientific methods.
Medical sales material analysis. Recommended to assess the impact of product presentation materials used by sales representatives in their medical visits.
Analyzes the impact of packaging design on consumer behavior and the best product display strategies at point of sale. Suitable for leverage the packaging exhibition at the POS and find the best product activation strategies.
Guides on building communication materials at point of sale. Ideal for those who use or want to use communication elements to increase the activation at point of sale.
Analyzes the performance of e-commerce when interacting with consumers. Ideal for implicit behavioral analysis of consumers in online shopping interactions both in desktop and mobile environment.
HOW NEUROSCIENCE CAN HELP ADVERTISERS CREATE EFFECTIVE ADS TO COMMUNICATE
WITH CONSUMERS DURING THE CRISIS IN BRAZIL.
Brazil is going through one of the most complex crises in its history and the way the consumer thinks changed a lot. Do you want to know how to communicate better with your consumers during the crisis?
NEUROSCIENCE IN THE EVALUATION OF SENSORY EXPERIENCE AND CONSUMER SATISFACTION.
Do you know that new product you're developing? What if it were possible to measure the experience that consumers have when using it?
We capture the activity of consumer facial muscles, responsible for positive and negative expressions. The results show an implicit measure of emotional valence. The electrodes used are so sensitive that capture the electrical activity even when the contraction of muscles is not visible.
We assessed how long it takes the consumer to categorize different stimuli after exposure to several attributes. The reaction time techniques reveal the degree of association between the selected attributes and the evaluated stimuli.
We perform cognitive tasks that can reveal consumer preferences and appreciation of tested products and brands. Different behavioral economics games provide purchase intent indexes for each element evaluated.
Assessed the variation of consumer heart rate, i.e. detect changes in the speed at which the heart is working. We also understand the speed variation of the heart beats during the experiments with marketing stimuli. Results represent an implied response of attention and well-being and stress.
We measured the variation in the volume of consumer's salivation, which indicates the level of appetitive appeal caused by stimuli of products in the food and beverages sectors. The appetitive appeal, in turn, can be related to the level of likeability generated by the stimulus.
Author: Nathalie Lorencini
Author: Mariana Buczynski