CONSUMER
NEUROSCIENCE
WHAT IS NEUROSCIENCE?
Consumer neuroscience integrates nonconscious measures to capture responses moment by moment, offering a more complete view of the consumer. Key methods include eye tracking, measurement of brain activity, and facial coding.
WHY SHOULD MARKETERS CARE?
Marketers use neuroscience to answer the question: How do consumers’ minds actually work? It can help marketers uncover more data that leads to deeper insights and, ultimately, more effective campaigns.
HOW CAN IT HELP YOUR BUSINESS?
Although only a small number of respondents (10 percent) attributed revenue growth to the use of neuroscience, those who did said it contributed a sizeable amount (an average of a 16 percent increase in revenue).
In 2020, as the world was on lockdown, consumers reignited an old relationship – with their TV, that is. Today, we’re joined by Bob Ivins and Jo Kinsella of TVSquared to discuss the rebirth of television, and what it means to advertisers. Bob and Jo explained why Direct-to-Consumer brands are turning to TV in droves and gave their opinions on when we might finally see fully-addressable TV ads.
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Now that 2020 has officially come to a close, marketers are hoping to move beyond the necessary survival mode tactics that challenged the world in the past year. Looking to the future is no easy task, however – despite the arrival of a new year, the lingering effects of 2020 will need to be taken into account as brands pivot to new strategies and tactics. Though planning for post-COVID-19 marketing has begun, the actual pandemic hasn’t ceased, and a continuing focus on digital will be necessary both now and later in the year. Likewise, the social justice and awareness initiatives that arose as direct responses to the unrest in 2020 must now become part and parcel of every successful marketer’s overall branding. The resources collected in this issue of Pulse share where marketers should focus their energies and advise how they can continue to adapt to the world’s present challenges.
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WHAT IS NEUROSCIENCE?
Consumer neuroscience integrates nonconscious measures to capture responses moment by moment, offering a more complete view of the consumer. Key methods include eye tracking, measurement of brain activity, and facial coding.
WHY SHOULD MARKETERS CARE?
Marketers use neuroscience to answer the question: How do consumers’ minds actually work? It can help marketers uncover more data that leads to deeper insights and, ultimately, more effective campaigns.
HOW CAN IT HELP YOUR BUSINESS?
Although only a small number of respondents (10 percent) attributed revenue growth to the use of neuroscience, those who did said it contributed a sizeable amount (an average of a 16 percent increase in revenue).
David Kepron
VP Global Design Strategies
Marriott International
“I don’t think neuroscience will ever replace what we’re doing. What I think it does is it augments our understanding about how the places we create might likely elicit more profound emotional reactions and deeper connections to our brand experiences. All of our guest engagements have to provide experiences that have profound emotional resonance and long-term memory connections. So, when we’re creating environments, we have multiple places within our hotels where we have an opportunity to connect in a meaningful way that enhances the likelihood of fostering empathic relationships. Neuroscience gives us an understanding of how people might likely interact at a particular location. What this does is augment our understanding about what tool we might likely want to use to engage in a way that’s more relevant.”
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into consumer neuroscience? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
Neuroscience: The Marketing Lab of the Future Takes Shape
ANA. July 2019.
Consumer neuroscience gives marketers the ability to understand their target audiences more deeply than ever. This insight brief features case studies, best practices, and expert perspectives on the growing industry trend.
Hitting a High Note: How Berklee Online Used Behavioral Science Secrets
ANA. April 2019
Berklee Online increased the effectiveness of its acquisition strategy by tapping into the secrets of behavioral science, using what social scientists have found about the automatic ways people make decisions to increase open, read, and click-through rates.
Leveraging Neuroscience to Optimize Creative
ANA. May 2019
Dr. Carl Marci, chief neuroscientist at Nielsen, shared his insights and real-world examples to demonstrate the role neuroscience can play in developing and optimizing creative.
Download Now!
Consumer neuroscience is the practice of determining the subconscious factors which effect decision making and using them to drive preference for a product or service.
ANA Marketing Futures surveyed marketers across the industry to get their opinion on the value and viability of this emerging trend, and created a guide for brands looking to use neuroscience to create better experience for customers, and drive business growth.
Download the full report today!
David Kepron
VP Global Design
Marriott International
“I don’t think neuroscience will ever replace what we’re doing. What I think it does is it augments our understanding about how the places we create might likely elicit more profound emotional reactions and deeper connections to our brand experiences. All of our guest engagements have to provide experiences that have profound emotional resonance and long-term memory connections. So, when we’re creating environments, we have multiple places within our hotels where we have an opportunity to connect in a meaningful way that enhances the likelihood of fostering empathic relationships. Neuroscience gives us an understanding of how people might likely interact at a particular location. What this does is augment our understanding about what tool we might likely want to use to engage in a way that’s more relevant.”
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into consumer neuroscience? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
Neuroscience: The Marketing Lab of the Future Takes Shape
ANA. July 2019.
Consumer neuroscience gives marketers the ability to understand their target audiences more deeply than ever. This insight brief features case studies, best practices, and expert perspectives on the growing industry trend.
Hitting a High Note: How Berklee Online Used Behavioral Science Secrets
ANA. April 2019
Berklee Online increased the effectiveness of its acquisition strategy by tapping into the secrets of behavioral science, using what social scientists have found about the automatic ways people make decisions to increase open, read, and click-through rates.
Leveraging Neuroscience to Optimize Creative
ANA. May 2019
Dr. Carl Marci, chief neuroscientist at Nielsen, shared his insights and real-world examples to demonstrate the role neuroscience can play in developing and optimizing creative.
Download Now!
Consumer neuroscience is the practice of determining the subconscious factors which effect decision making and using them to drive preference for a product or service.
ANA Marketing Futures surveyed marketers across the industry to get their opinion on the value and viability of this emerging trend, and created a guide for brands looking to use neuroscience to create better experience for customers, and drive business growth.
About ANA Marketing Futures
Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.
ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.
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