February 12-13, 2019
In an increasingly digital world, brand messages are needing to work harder to achieve real stand out, engagement and memorability in order to drive action – and winning brands will be the ones who understand how to get the best out of both digital and traditional media. Recent work done by Neuro-Insight in partnership with Royal Mail MarketReach showed just how this can be done.
Neuro-Insight uses a brain imaging methodology called Steady State Topography (SST) to track and measure – on a second-by-second basis – how the brain responds to communication. It is a quantitative approach, so results are quantified and benchmarked. The purpose of measuring brain response (as opposed to simply asking questions) is to identify how people are reacting at a subconscious level and to highlight emotional responses that are often hard for people to articulate through words-based research.
The Royal Mail MarketReach research set out to look at the relationship between advertising mail, e-mail and social media. The study content was based on real brand campaigns, with consistent messaging across the three channels, with presentation order rotated to explore priming effects. Research participants were recruited with an even spread across age and gender and the study was conducted in a home setting to reflect the way in which content was normally consumed. Research participants were not made aware of the specific subject or sponsor of the research and could choose to engage with or ignore each piece of content as they would in real life. Brain response was measured throughout and the research was rounded off with focus groups to understand conscious take out.
Overall results generated new understanding about how digital and physical media can work hand-in-hand, with mail playing an influential and perhaps surprising role in positively priming responses to online communication.
Emotional measurement (neuroscience/eye-tracking)
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