G&R: Advertising Research & Consulting
Messaging Strategy • Advertising Effectiveness • Market Insights
In a new study of bank advertising, G&R found that the Wells Fargo scandal touched not only how people process messaging from Wells Fargo, but it also influenced how they responded to advertising from other banks as well. Not only were people who were aware of the Wells Fargo scandal 53% less emotionally engaged when […]
In a new study of hotel advertising, G&R has found large differences in the levels of positive emotional activation that are produced across individual hotel commercials. The most activating hotel commercials can be 4 times as activating as the weakest ones. (more…)
Much has been written about the different demographics and views that Clinton and Trump supporters hold of our changing nation. Add to that now an indication that Clinton and Trump supporters may also differ in how they process messaging. In a new study, Trump supporters showed higher levels of positive emotional response and lower levels […]
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. (more…)
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 […]
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. (more…)
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 […]
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 […]
Writing in the January, 2016 edition of Quirk’s Marketing Research Review, Carl Marci of Nielsen characterized today’s consumer neuroscience as “market-ready measures with well-validated algorithms.” Writing in July 29, 2013 issue of Slate, Daniel Engber, labeled the field as neuro-nonsense and asserted that the age “mindless brain research” was over. We think the truth is […]
For companies starting to look seriously into Consumer Neuroscience, it is tempting to begin with a pilot study that includes as many neuroscience and bio-physiological measures as possible. While the “more is merrier” approach might seem like the best option for investigating and assessing the relative strengths and applications of each method and measure, it […]