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A case study using the Heineken “Weasel” commercial

Published
March 2011
Authors
Sandeep Patnaik and Scott Purvis
Abstract
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

Applying facial coding to ad testing

Published
March 2013
Authors
Dan Hill and Aron Levin
Abstract
A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.

MR’s time travel troubles: measuring the past, present and future

Published
October 2015
Author
Will Headley
Abstract
The author lays out the pros and cons of researching the remembering self vs. the experiencing self, and discusses how new neuro and biometric methods are affecting this shift in MR.

Using consumer neuroscience methods to understand the power of emotions

Published
December 2015
Author
Carl Marci
Abstract
Carl Marci looks at how non-conscious MR tools can help marketers and advertisers tap into consumers’ emotional side.

Avoid 'surprises' with a comprehensive research plan

Published
August 2013
Author
Noel Roos
Abstract
Having a solid research plan in place can help companies stay prepared and avoid unwanted surprises.