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 watching a Wells Fargo commercial than those who were not, but they were 30% less engaged when watching 9 other bank commercials.
Tag Archives | facial electromyography
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 →
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 better thought of thought of as being between the two views. Neuroscience has opened the door to a new way of understanding human information processing that is important for marketers. However, it has a long way to go before its value will be fully known. At the same time, the process is not helped by optimistic marketing claims about business value, which have often come up short. While they don’t lessen the promise, they diminish the standing of the practitioner field.
To help evolve the conversation and improve understanding, we have created a place on LinkedIn where researchers interested in applied neuroscience and especially in fEMG can connect, talk and share ideas. Our hope is that as more people participate, more data will become subject to more thorough analysis, and better theories of how advertising should work will emerge.
Please join us on this journey at https://www.linkedin.com/groups/8463779
G&R has recently opened a neuromarketing research lab focused on facial electromyography (“fEMG”) and its applications in evaluating emotional response to advertising, websites, and product design. The lab is located in Pennington, NJ, midway between New York and Philadelphia, and is designed to help companies learn about neuro-physiological measurement and the strengths of using fEMG, try out equipment, conduct pilot studies, and commission full-service neuro-marketing research. The facility is also available for researchers interested in using the space and equipment to administer studies themselves. Continue Reading →
In the fall of 2010, G&R was part of a group of seven leading research firms who were invited to take part in the NeuroStandards Collaboration study undertaken by the Advertising Research Foundation (ARF) to increase knowledge about and transparency in the fast developing field of biometric and neuro-physiological research. The study was sponsored by American Express, Campbell’s, Chase, Colgate-Palmolive, Clorox, ESPN, GM, Hershey’s, MillerCoors, MTV Networks, NBC Universal, and Turner. Each research company was given the same set of eight commercials to analyze using their own proprietary physiological methods which covered a range of approaches, including EEG (electrical impulses in the brain), SST (a variation on EEG), fMRI (blood flow within the brain), Facial Coding (visual analysis of facial expressions), and bio-metrics (heart and breathing rates, and skin conductance). G&R conducted research through its Continuous Emotional Response Analysis (CERA) system, which uses Facial Electromyography (fEMG) to assess emotional response to advertising and communications by measuring electrical impulses across facial muscle groups. Continue Reading →