Presentation by Madeleine Janssens (WHY5Research) and Marysia Kluppels (DELA) on how the brain wave measurement tool Evaluate helped DELA to choose the most effective narrative for their tv commercial. The document was presented at the Marketing & Insights Event 2013 in the Netherlands
With Evaluate we developed an approach which consists of EEG measurements, capturing four brain waves: attention and rational, emotional and instinctive reactions. We always combine these measurements with in-depth conversations. This approach allows great understanding of how people frame their impulses: this is where biology and psychology meet. In this way, it delivers more relevant insights than…
Presentation by Madeleine Janssens (WHY5Research) and David Weinberger on how brain wave measurement of Evaluate can help make your communication and marketing more effective. It was given at the Rethink webinar on April 18th 2014. Neuro-diagnostic research from WHY5Research
Joost Augusteijn (Rabobank) en Jan Bryssinck (Why5Research) op het Marketing & Insights Event 2014 MIE2014 WHY5Research Hoe positioneren merken zich in het brein.pdf
Neurodiagnostic research is suitable to research the different elements of the marketing mix of brands and products. It can be applied to develop stimuli (early stages of development as well as finalising) or to post test and optimise existing material. So far, we have successfully applied EVALUATE in communication development and pre-testing (narrative tapes, commercials, radio spots, print…
A second interesting example is that of Cup a Soup. The EVALUATE research we did for a Cup a Soup commercial showed that the commercial communicated the main message and emotion of the brand quite well, with exception of the last ten seconds. In fact, these last ten seconds were too much and even counterproductive.…
We have successfully used EVALUATE to pre-test communication concepts. Using a “narrative story” we pre-tested a commercial for the funeral insurer, DELA. The insights we identified through the EVALUATE approach generated decisive recommendations that helped to make selections for further execution and improve the effectiveness of their campaign. The key objective of the research was…
Here's a short introduction to Evaluate, and how we add value to market research using neuro-diagnostics. Enjoy!
As has been proven over and over again, commercial success is founded on a solid apprehension of how and why people buy what they buy. Without understanding the appeal brands and products have to people, marketers are soon to be lost in the abyss of highly segmented, differentiated and varied markets. Grasping the motivations and…
