Shorter Better Cheaper Ads

In this presentation Marianne McLaughlin (New Balance) & Matthew Cottle (Nielsen Consumer Neuroscience) talk about how incorporating EEG in the creative process can improve your ad. They measured consumer engagement through EEG and found a way to make the ad shorter, but also more effective. 
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Bridging the Academia-Industry Gap

Why does the academia-industry gap exist? And can we do something about it?

In this presentation, Carolyn Yoon argues that there is not enough open dialogue between academia and the industry. Even though the goals don't always align she thinks that they might be able to learn a lot from each other. Because academia have specific knowledge and talent and the industry has a lot of data and often more funding.
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What insights can and cannot be gleaned from neurosience

Can neuroscience do a better job of measuring purchase intent/liking/brand perception than your current research?

In this presentation, Brendan Murray points out that some neuromarketing terminology (subconscious thinking, system 1, system 2) is widely misunderstood and outlines a linear model - for a clearer and more accurate understanding of how people are making decisions.
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Five mistakes to avoid in social marketing

Do fears, tension, and anger happens to be the best emotions to motivate people to act upon social causes? Is it better to only inform? Perhaps none of both…

In this case study, Bart Norre & Sophie Hoffman used reaction time testing to investigate social marketing efforts. The audience will be able to learn what does not work in this social communication campaign. Based on these insights, they will also discover new ways to improve their campaigns and enhance its impact on people’s behavior.

  • Case study of attitudinal change of a social marketing campaign based on reaction time testing.
  • Which errors to avoid when communicating environmental causes?
  • Learn from mistakes to improve your social marketing.

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Plastic Waste: What Brands Can Do?

Seen as one of the biggest contributors to plastic waste, the personal care industry needs to rethink its products looking at packaging, format, components, or even business model to eliminate plastic and drive adoption in markets. Kantar ran a research program to help brands successfully reimagine their products.

In this video, Karine Trinquel shares the results on how to uncover the ‘Feeling of Rightness’ of twelve sustainable options and their appeal at System 1 and 2 levels.

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