Neuromarketing neuroimaging
Could brain imaging be the answer to the creative’s complaint that good ideas die in research?
Speaking at the Cannes Lions International Advertising Festival, Neuro Insights directors, Heather Andrew and Richard Silberstein, illustrated the way this sort of neuromarketing technology can assist the development of campaigns.
Silberstein says he found “an interesting disconnect” between the nature of advertising which relies heavily on non-verbal communication and the way it is evaluated, chiefly through questionnaires or verbal responses.
“The reason I find this surprising is because these parts of the brain [which register emotional responses] don’t have access to speech. Creative people have expressed their scepticism for testing because of their intuitive understanding of this,” Silberstein says.
Key to the success of any form of advertising communication, according to the Neuro Insights FMRI testing, is the nexus between the emotional response (be it positive or negative) and whether it is then encoded to memory.
The example shown was of the Budweiser ‘Wassup’ campaign of 2000, which was clearly a very successful campaign and illustrated the emotional engagement of the audience, coupled with the commitment to memory of the key branding scene in the ad.
But rather than being used as a tool to discriminate between good and bad ads, the FMRI technology can be used in the developing and refining of the creative idea.
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