AS FEATURED IN
Neuro Ad Testing allows you to measure the impact of your creatives through Neuroscience
Unlock the true potential of your marketing campaigns with Neuromarketing Ad Testing.
Take a deeper look at the impact your creative work has on people by understanding emotions, attention, and engagement of your audience.
By measuring cognitive activity with EEG, analysing visual attention with eye-tracking, and understanding emotional reactions with Facial Coding and GSR, you can take your communications to the next level and drive sales with our Neuromarketing Ad Testing services.
Cognitive Functions in response to advertising are largely involuntary and subconscious, we don’t even realise they are happening.
The nature of these insights provide a truly authentic and objective methodology for evaluating advertising, independent of conscious biases.
Using Neuromarketing methods provides a deeper, more objective option for understanding the impact of your advertising than some of the more subjective methods like surveys and interviews.
What exactly makes your commercial successful? Data from Neuroscience can provides insights that explain, to the millisecond, the specific elements of the advertisement that provide value towards attention, memory and purchase motivation.
Many of the mistakes we see are easily avoidable. Whether it’s a misplaced piece of text. Characters competing with Brand Assets. A character looking in the wrong direction or even a poorly positioned phrase within the voiceover. We’ve seen it all and know just how easy they are to remedy…
How does your ad capture attention? Do people observe key objects of interest?
Does the ad produce an emotional response? If so, just how powerful was this response?
How effective was the ad in passing key messages? Was it easy to understand?
Are people showing approach or avoidance tendencies to the messages within the ad?
Did the ad encode memory? Was the brand featured within the more memorable moments?
Truly effective creative work catches our eye, actively engages us, is easy to understand and ultimately enjoy. It just sticks with us… But why? And how can we measure it?
Here you can find some of the questions we are asked about Neuro Creative Testing on a regular basis.
If you have questions you cannot find here, or elsewhere on our website, please contact us by clicking on the button below.
Ad Testing, also called Creative Testing, is a stage in the marketing process where a brand tests their advertising assets and collateral to understand how effective they are on their target audience.
This is done by comparing different combinations of creative elements to determine which is more effective.
Neuromarketing Ad Testing refers to the use of neuroscientific methods and tools to evaluate the effectiveness of advertisements and marketing campaigns. It involves measuring the physiological and psychological responses of consumers as they interact with different ads, in order to identify which ads are most effective at capturing their attention, triggering positive emotions and ultimately promoting action or a purchasing decision.
During a Neuromarketing Ad Testing study, we use a combination of physiological measures, such as electroencephalography (EEG), Eye Tracking, and Galvanic Skin Response (GSR), as well as feedback from participants through questionnaires to collect both the subconscious and conscious impact of the creative on the individual. Interviews, and other qualitative methods, can also be added to complement the data already collected.
When it comes to pre-testing your campaign, you don’t want research to slow you down. A standard Neuromarketing study usually requires 10-14 days, spanning the period from the initial approval through to final presentation of the insights.
Where there is a requirement for a quicker turnaround, we also provide rapid-testing service, where we test through the evening hours to complete the project inside a week.
Normally a sample size of 30-40 would be required for conclusive outcomes in Ad Testing.
This number may seem low in comparison to the larger sample sizes that are associated with traditional marketing research.
Sands (2009) conducted a study into the optimal amount of respondents needed specifically for EEG research. By measuring the brain activity of 126 respondents viewing advertisements, with randomised sampling he reviewed how the means and standard deviations changed.
He concluded that reliability didn’t improve much after 30 respondents, associated with an error rate of less than 1%.
In other words: regardless of whether you test 30, 120 or 1000 respondents, your data will practically look the same.
As you increase the sample size, project costs increase, with this in mind our recommendation is not to oversample.
It may surprise you but extremely artificial settings – like lying flat in a fMRI machine – is very powerful at predicting advertising effectiveness.
Regardless, at Future Proof, we believe context is hugely important and we endeavour to create a testing environment that is ‘as natural and non-invasive as possible’.
In addition, where required, we create testing environments walking into their own sitting rooms.
The intention is that respondents can relax, while our equipment records biometric data without the respondent being aware of it.
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