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Brand Applications

Idea stage / Brand Territory Exploration

Challenge

Ethnographic and consumer-listening research can help brands form a general idea of what ideas and concepts a brand needs to capitalize on, but choosing the specific themes and approaches for a new campaign can be challenging—and can determine a whole campaign’s success or failure.

Solution

Neuro-Insight’s best-in-field technology can test conceptual and thematic approaches very early in the planning process, delivering objective feedback on which premises resonate most strongly with the audience and deserve to be developed into whole campaigns.

Benefit

Clients can zero in on an idea that works even before any $ is spent on it.


Concept/Storyboard Stage

Challenge

Even the best themes and straplines won’t work without an effective narrative structure—and knowing how to connect each scene into a coherent story with a strong brand close can be hard for even the best creative

Solution

Neuro-Insight begins work with many clients at the Storyboard or Animatic stage, providing both general feedback on themes, concepts and arguments and particular guidance on which scenes, shots, or lines of copy are performing well.

Benefit

Clients move into finished-TVC development with the confidence that they will be working from a strong basic narrative. Your $ spent has a solid foundation and reasoning.

Example

Allen’s Lollies


Finished TVC Stage

Challenge

The transition from an idea to an effective animatic to a strong finished campaign can be extremely difficult—small changes in execution and cinematic detail can have enormous effects on cognitive processing, and the difference between effective and ineffective advertising can lie in the character or arrangement of just one or two scenes across an entire advertisement.

Solution

Neuro-Insight’s robust testing portfolio for finished TVCs includes overall assessments of performance and granular, second-by-second insights into exactly which scenes and passages are creating or restricting success—and advice on how to change them.

Benefit

Clients appreciate the diagnostic and predictive nature of our technology. With this they know a) what to change in their Ads and b) whether their Ad is going to work on not. We predict whether the $ spent on buying media is going to give you the desired return or not.

Example

Advertising Week X – An Interview with US CEO Pranav Yadav


Neuro Segmentation

Challenge

Who really does respond to my TVC or long-form content? More often than not, surveys are asked to determine market status or identify those most likely to act from seeing an advertisement. But these are pre-determined rational models of segmentation which may overlook important differentiators between consumers

Solution

Neuro-Insight uses our uniquely large sample sizes to let brain data determine various segments. In other words, consumer groups can be defined purely by the way the response to content.

Benefit

High responders can be segmented to better the understand those who are most likely to engage in your message and act upon it. TVC’s can then be optimized against those who are the most responsive group.


Cross Platform Campaign Crafting

Challenge

In today’s media world, a campaign that works on one platform often needs to be adapted to work on others—but knowing which components and elements should be taken from one campaign to another can be challenging.

Solution

Neuro-Insight’s expertise in the dynamics and patterns of memory helps us to identify the best moments, triggers, and statements to adapt in online, print, and social campaigns, ensuring that effective performance in one media can be translated into others.

Benefit

Clients get a clear direction to direct their resources across different media.


Media Optimization

Challenge

Consistently, brands and media groups have seen that successful advertising depends sensitively on both creative quality and a good match with program and media targeting—but knowing which shows and programs should be targeted can be a complicated process.

Solution

Neuro-Insight uses our deep awareness of each program and advertisement’s cognitive response profile to match campaign and program based on cognitive phenomenon—increasing performance by up to 25%

Benefit

Client’s media buying becomes more efficient and it also increases the effectiveness of the Ad.

Example

http://www.affluencers.com/research/_2011/green/#video

http://www.mcmmedia.com.au/blog/wp-content/uploads/2012/11/VEVO-Content-Effectiveness-Study.pdf

A New, Neuroscience-Based Study Says Beyoncèe Is Your Ad’s Best Friend