Neuro Insights: Using Consumer’s Brains to optimize...

Neuro Insights:Using Consumer’s Brains to optimize advertising – LITERALLY.

Michelle GansleMars Wrigley Confectionery

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Focus Groups Online Ad Pre-testing Neuroscience

Evolution of Ad Testing (at Mars)

Brand Tracking

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Can you spot the

weak ad?

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A:“Lunch Money”

B:“Pants”

C:“Robbery”

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Not grabbing attention is a proxy for failure

Display branding when emotions peak and increase positive emotions throughout copy

Simple, smooth storytelling facilitates memory encoding

Neuro insights increase chances of developing winning content

Attention

Emotion

Memory

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NOWCan you spot

the weak ad?

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A:“Lunch Money”

B:“Pants”

C:“Robbery”

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And the results are…….

A:“Lunch Money”

B:“Pants”

C:“Robbery”

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Neuro Insights Results

Key Research Questions: ROBBERY PANTS LUNCH MONEY

Did we grab viewer’s attention without consumers having to work too hard?

Do we display branding when emotionspeak?

Do we increase and sustain positiveemotion during key moments of the ad?

Have we kept the story simple and smooth so that consumers store and remember in their memory frameworks?

Attention

Emotion

Memory

Meets Objective Partially Risk identified

~

~Source: Nielsen Consumer Neuroscience

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Insights: Attention

Consumers pay attention to intended key elements of the story in Lunch Money and Pants, but have to work too hard to understand Robbery.

Source: Nielsen Consumer Neuroscience

Higher emotion than attention indicates a strong emotional payoff

Higher attention than emotion indicates confusion

LUNCH MONEYPANTS

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5.5

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6.5

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7.5

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ROBBERY

Emotional Motivation

AttentionProcessing

0-10 Scale0.4 = Significant

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FACIAL CODING: EXPRESSED EMOTIONAL REACTION• Consumers’ outward expression is mostly neutral during branding moments.

PositiveNegativeSurpriseNeutral (B LA N K )

B ar represents branding m om ent

ThresholdExpression must meet a reliable

threshold, and is then categorized into

one of 4 groups. Neutral is the most

common expression.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

ROBBERY

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

ThresholdLUNCH MONEY

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

ThresholdPANTSLikely due to consumers concentration on fine print.

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0

2

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Insights: MemoryConsumers understand how Orbit fits into Lunch Money story.

Orbit’s role is less intuitive in Robbery and Pants, indicating an opportunity to better connect how gum is relevant to the character’s confidence.

Average EEG Memory before and after Orbit is introduced into story

Source: Nielsen Consumer Neuroscience

Before After

LUNCH MONEY PANTSROBBERY

0-10 Scale

0.4 = Significant

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ROBBERY PANTS LUNCH MONEY

SET-UP

ORBIT INTRO

GUM CHEWING

STORY RESOLUTION

END FRAMEInsights from Neurological Compression, which is derived from an algorithmthat picks up the strongest moments of the full length ad.

MINIMIZEDINCLUDED

Insights: What parts of the ads do consumers take away?

Consumers best link the brand and story in Lunch Money.They can fill in the blanks with Pants, though branding is somewhat minimized.

In Robbery, consumers take away the story, but not the brand.

Source: Nielsen Consumer Neuroscience

W HAT STAYS IN, W HAT’S LEFT OUT?

Questions?

Michelle GansleDirector, Global Gum & MintsMichelle.Gansle@effem.com