This annual research with uses Neuromarketing techniques (EEG, Eye Tracking and EDA) for evaluation of a spot of advertisements, what allows to spread the cost of research for all subscribers.
This study is carried out in Lisbon and Porto, along a sample with splits by age and gender, so it is possible to evaluate the advertisements for different targets. This study, through spots and selected images, aims to understand what is happening in the brain of participants, conscious and unconscious, while viewing advertisements. Every second and without interruption experience, NeuroFilm find the answer to all aspects relating to each particular advertisement while viewing a spot of several commercials. This analysis allows to identify the key moments of Engagement and compare them with the desired results (expectations) by the promoters, thereby determining ad effectiveness. Understanding the impact that an advertisement may have on the viewer, before its public release, may be useful to better select final edits and positioning. It also allows to have a better understanding of demographic differences. After the release, it may be useful to understand if the ad reaches the objectives for which it was designed, generating relevant information for reassessment of the communication strategies outlined.
1. The communication of the product may be effective in very small time scales, that affect “impulse purchase”. The brain’s response to such messages may only last a few minutes. The EEG and EYE TRACKING can solve this problem by providing a detailed image of interaction of the consumer with a product.
2. The Neuromarketing techniques have the ability to remove the subjectivity in the tests. Traditional studies have a trouble, i.e., frequently participants are not able to put their experience into language. The technology proposed here prevents this ambiguity, allowing a clear view of the spectator experience.