Comparative research eMerite NEURO showed that Toyota has the most effective TV spot
28. 4. 2015 | Customer’s emotins and attention were affected by a TV ad for Toyota Verso the most. On the contrary Ford’s marketers should increase their efforts. It was found by the neuromarketing research executed by eMerite company.
Neuromarketing research of seven car brands showed, that respondent’s prejudices are reflected in their verbal evaluation. With a standard questionnaire method respondents identified a spot for Mercedes Benz C-Class as the best, however, with the neuromarketing measurement of unconscious preferences Toyota Verso won. „The success of Toyota was ensured by a precisely targeted and very well-prepared spot. It used an appeal to the most desirable human needs – a desire for security and harmony in loving families with children,” states Martin Petrášek, the eMerite director.
The Ford spot was located on the opposite side of research results. „It would be appropriate to shorten the advertising for Ford Focus. Cut similar opening scenes with the driver and the ride which – as we discovered – do not attract the attention of viewers. There is a potential danger that significant part of audience leaves the ad early,” said Petrášek.
In general, research has confirmed that classical methods of marketing research fail in certain aspects. This was well illustrated by the low attention of the respondents by shots on details of a Hyundai car and a drop of emotions during a quick introduction of individual classes of equipments at Mercedes Benz. „The paradox is that people are literally bored when they see shots of car’s details and its equipment. Yet the equipment and treatment of details undoubtedly play an important role in making rational decisions about buying a car,” said Petrášek.
Neuromarketing research was focused on the comparison of emotion and attention during commercials of seven selected automakers and it took place 30. 3. 2015 in the projection room of eMerite. During one second 288 data were obtained for each respondent about changes in his brain and his heart activity, muscle tension, respiration, temperature and skin conductance. In total, 108,000 statistical data about hidden physical reactions to the projected advertising were processed for each respondent.
Neuromarketing is an applied scientific method which reveals an unconscious influence of advertising. It brings knowledge which people can not communicate in words or don’t want to admit in classic questionnaire surveys. Neuromarketing research results allow to build an advertising message or a package or a shape of each product to match the maximum extent of preferences of given target group of customers.
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