Most people know that talking about themselves is not a good way to build relationships with others. Companies have learned a similar lesson – talking about product features resonates less with prospects than talking about benefits. The same seems to apply to political “selling” as well. Continue Reading →
Good corporate ads
show what a company does
and why it matters.
In a new study of advertising content that combined both neuro-physiological measures and traditional copy test measures, G&R has found that the two assessment approaches can yield different guidance when evaluating copy effectiveness. Commercials with strong emotional activation as measured by facial electromyography (fEMG) may not have high recall or persuasion, and visa-versa. In other studies, we have found positive correlations between fEMG and recall or fEMG and persuasion. Continue Reading →
powerful visuals make
a persuasive case.
A new study on the validity of fMRI results has found significant errors in the software that is standardly used in fMRI analysis. One of the bugs, which has since been fixed, had existed for 15 years, potentially making flawed much of the current thinking about how the brain works. Continue Reading →
Facebook has conducted a series of studies to show the relative value of mobile advertising over television advertising. The studies are based on EEG.
Expedia has opened a dedicated neuroscience lab to look at what influences how people decide to travel. The Lab is based on fEMG.
What does the use of these two fundamentally different neuroscience measures by these two very successful companies say about the current state of applied neuroscience? Continue Reading →
A guide for cogent
sincere, not fulsome
One of the first issues that market researchers face when they start to think about neuro-physiological measurement is how to think about the small sample sizes. Survey research is usually based on samples in the hundreds or even in the thousands, but it is not uncommon for User Experience testing to be based on ten (10) people. In fact, some fMRI studies have been published in peer-reviewed journals based on five (5) respondents.
This raises a very important question: Are such small samples reliable? Continue Reading →