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RESEARCH

Neuromarketing (consumer emotion research)

Just what is it that makes my campaign so successful? With neuromarketing, you know more

What happens in people’s brains when they consume advertising? This is one of marketing’s most exciting questions – and it’s also why Mediaplus got a head start by founding its neuro:impact area in 2009. Because neuroresearch delivers valuable, novel insights that have the potential of improving creation and media for the long term.

How exactly does neuromarketing work?

When someone takes in an advertising message, multiple neuronal processes occur in the person’s brain. These processes, mostly unconscious, affect the person’s purchase decision. Thanks to implicit neuroscience methods, we’re now able to measure these processes – and thus the advertising impact itself.

Here’s how we proceed: We confront test persons with advertising media in realistic environments. Via Steady State Topography (SST) – an established scientific extension of the EEG method for measuring brainwaves – we record brain activity in real time and then analyze it. This method is particularly effective for examining the impact of TV spots and other TV advertising environments. However, the method can also be used for print, radio, out-of-home and online advertising. Even consumer behaviour at the POS can be analyzed via SST.

Neuromarketing shows you the new rules of successful advertising

Thanks to our extensive database, we can, for instance, carry out comparisons with competitors from a particular sector. In addition, we can uncover general rules for increasing the efficiency of advertising messages and answer central marketing questions such as: 

  • What part of an advertising campaign’s content reaches long-term memory?
  • What images or other relevant stimuli create a high personal relevance with the consumer?
  • What length and variety of spots are most easily processed by the consumers?
  • What environments ensure a strong advertising effect with the target group?

The areas of application for neuromarketing are extremely varied, as our neuromarketing studies demonstrate.