Online Business Review of SCIBC

The first stage:
Assessment of individual scenes through “the neuro-machine”

45 women (users of the category) watched different commercials (the one examined by us in it). In the same time, machines registered the record of brainwaves (EEG) and galvanic skin reaction (GSR) with the accuracy to one second. The first measurement informed about the intensity of emotions aroused by individual scenes of the commercial, the second, how strong was the arousal. Both measurements disregarded verbal declarations of the respondents, concentrating on neuropsychological processes reflecting subconscious reactions to the advertising.

The second stage:
Two versions of the spot in conditions of simulating actual contact with the ad

The first stage of neuro-analysis shows that the controversial scene is generating no negative emotions. On the contrary, there are premises that he unusual potency lies in this scene. Will different and more traditional tests confirm it? We checked it in the DISCOVERY research – TV commercial pre-test applied by LAB (it could have been as well the different recognized method like LINK [Millward Brown], ADVANTAGE [GfK], or NEXT [IPSOS]). Especially for the needs of the research, we created the alternative version of the advertisement, in which we replaced the controversial scene with the more “safe” scene (of course also belonging to our Client).

The only difference between the advertisements was this one scene, which lasted a few seconds - the rest of elements remained unchanged. Next, we invited 180 women - users of the category, and divided them into three groups. The first watched the “controversial” version, the second the “safe” one, the third did not watch the ad at all, because it was a control group, a point of reference. In order to preserve natural conditions of contact with the advertisement we carried out the test in a low-involvement procedure.

It means that respondents thought that they had come to watch TV programs, so during commercial breaks; they simply start to deal with their own little affairs (e.g. talking, making coffee for themselves, browsing newspapers etc.). After less than an hour, all people, this time individually, answered a battery of specially designed computer questions referring to the crucial dimensions connected with the brand image and its user. We analyzed not only replies, but also so-called reaction times – the time the brain needs in order to produce the reply. Thanks to that, we have additionally learnt whether the opinion about the

brand is deep-seated or is it only superficial. The summit and crucial moment in the research was the Shelf Test. Our respondents received a certain amount of money to spend in the specially arranged shop. They could take the money with themselves or spend buying one product in a discount price - belonging to our Client or to the biggest competitor.

Results and benefits from the integration of methods

Which version of the ad enjoyed great success?
Results were clear. Considerably greater effectiveness, both on the level of strengthening the brand image, as well as the sale potential, proved to have the version with the controversial scene - undervalued by the experts, but in turn shown by the neuro-machine. This isolated scene caused the rise in the sale potential up to 27% (it was reflected by the Shelf Test) and considerably strengthened the brand and user image (appropriately by 33% and 20%). It turned out, that neuro-analysis went far beyond the experts' intuition. Neuro-technologies like EEG and SC supported the scene, which was rejected in the process of rational analysis due to its emotional overtone. But only a combination of neuro and more „traditional” test results gave a full inspection into the situation. The Client obtained valuable knowledge about how the advertisement consolidates the brand and the sale potential (traditional research) and which specific moment of the advertisement causes it (neuro research). The research gave straightforward recommendations what to do further, how to develop the campaign, how to use this scene in the press, outdoor and BTL communication. On the more general level, our examination has shown, that neuro-technologies should be used not instead of but together with traditional techniques. Only then we will be able to look even deeper into our consumers' heart.