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Advertising Research

Campaign Analysis and Commercial Pre Test

What is Advertising Research?​
We delve into the minds of your current and potential customers to know the emotional impact of each of the pieces that make up your advertising campaign or your television spot.

How to evaluate an advertising campaign?

The first thing we must do is establish the performance of your campaign from two angles:

Non-Conscious Impact Level (System 1)

Discovering:

  • Strategic alignment of your advertising pieces.

  • Emotions that your commercial or your campaign. awakens in the minds of your customers.

  • Spontaneous reactions generated by your advertising pieces and television commercials.

Conscious Impact Level (System 2)

Discovering:

  • Level of Engagement of your advertising piece.

  • Level of credibility and clarity of the message.

  • Attitudinal Analysis in Front of the Pieces.

  • Memorability of the advertising piece.

  • Modification in the intention of a spontaneous purchase.

Vitriniar

What benefits of evaluating my advertising campaign?

Desire and prediction metrics Sales:

A comprehensive study looked at the metric on desire and how well that metric can predict sales, as a result, it was observed that:

Ads that scored higher on the average desire metric had a positive increase in sales of 23%.

Ads that scored average, on the other hand, showed a 2% decrease in sales.

Finally, the ads that scored below average showed a chaotic decrease of 16% in sales.

Therefore, this allows us to verify that the desired metric can accurately predict sales, for this reason, time and again it is important to highlight the need to monitor and analyze the emotions produced by your advertising or commercial campaign. 

Because it is important to differentiate your type of hood and thus use the best market research techniques to potentiate your results.

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When you are marketing an emotional product (a product that is not a first necessity), it makes sense to do so using the tools of neuromarketing research such as Eye tracking, Face Coding, or EEG with which you will be able to identify how consumers react intuitively and emotionally to the advertising campaign.

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Unlike when your product is rational or an incredibly good offer, qualitative survey methods are sufficient. You could say that the product already sells itself because it has no comparison or is far above its competitors.

 

It is important to clarify that understanding the message of an advertising pattern by itself generally does not predict sales, since surveys predict around 20% of sales, however, when you use neuromarketing tools such as EEG, it predicts about 63% of sales. This makes the use of scientific technology a great tool for predicting success and optimizing ads.

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Timeline of the
Research Project:

Settings

and field

Data analysis

Delivery of results

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Day 1-3

Settings and field:

It corresponds to the initial stage of the Neuromarketing Research Project with NeuroLab Online we establish parameters, create the Tests / Tests and apply the tools.

Day 4-5

Data analysis and delivery of results:

It is time to quantify emotions and interpret brain data to obtain the best results to have the ability to determine the performance of each of the pieces that make up your advertising campaign or your television commercial.

Tips to make your neuromarketing study

1. Research methods
Choosing the right research method for your type of research will always be the key to success and an excellent basis for powerful results.
Qualitative Research
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For NeuroLab Online qualitative research is a fundamental aspect of the precise understanding of the relationship between the consumer and your brand, that is why we use different research methodologies when conducting our market studies, one of them is qualitative research.
Quantitative research 
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In Neurolab Online we analyze in depth the reasons and motivations that lead the consumer to relate and connect with your brand through different types of research applied to neuroscience or neuromarketing such as quantitative research that allows you to discover, predict, evaluate and explain the position of your brand, product or campaign in the market. 
Neuromarketing Research
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Neurolab Online has different scientific technology tools to analyze and quantify the emotional responses without verbalization of the participant, such as Eye tracking, Face Coding, and EEG among others.
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