If you ask customers, they want the advertising to be interesting. Marketers, being less sentimental and more practical, assess the quality of adverting based on the impact it produces on sales.
It doesn’t really matter much which messages ads transmit, whether they star famous or ordinary people and how “deep and touching” the depicted story is. Some say that true marketers even don’t care about what people think of the advertising. The only thing they really want to know is how the advertising influences the customers’ subconscious mind and whether it makes them buy or not.
Marketers also know that the true attitude of customers to the advertising and product can be measured only through emotions which are very often hard to grasp through traditional surveys. Customers are very good at concealing their true attitudes toward the product or service. This considerably complicates the work of marketers in making advertising messages appealing to customers.
Thus, in order to increase the effectiveness of advertising campaigns, marketers require effective tools able to collect precise information about customers’ reactions and emotions. Such tools are very important as very often respondents can’t link particular parts of the advertising to particular emotions, because, as a rule, they emerge on the subconscious level which is invisible for our conscious mind. Thus, true, raw emotions are very often overshadowed by our more practical, conscious mind. As the result, in surveys, respondents share the only general perception of the tested material, while more in-depth insights can be obtained only with the help of tools which can collect “unconscious data”.
Let’s take a closer look at some of these tools which enable efficient mining of unconscious information.
Emotion measurement
Emotion measurement is one of the basic behavioral tools which allows to register and analyze reactions of respondents to the tested visual objects with the help of simple web-camera or eye-tracker and user-friendly software. With the help of this tool, you can see which emotions different parts of advertising provoke and analyze the reasons.
Emotion measurement by CoolTool offers even more - access to the database of respondents from all over the world. If you are a CoolTool platform user, you can simply set a number of criteria, choose respondents who fit them and start your research right away. This option allows to significantly speed up the research process, obtain results faster and involve larger samples of respondents. It’s also worth mentioning, that large samples provide a better representation of data which can be then transformed into precise and actionable insights about consumers’ behavior.
Eye-tracking
Contemporary eye-tracking is a far more advanced research tool than it used to be at the dawn of neuromarketing when it was associated with fixation of eye pupils with the help of infrared rays. Today marketers don’t need any bulky devices or special conditions to conduct eye-tracking research. Furthermore, modern technologies made it far more accessible to small and medium-sized businesses. All you need to conduct an eye-tracking research is a web-camera. The eye-tracking tool collects the data on eye-movements and at the end of the test generates heat maps which allow you to see which parts of the tested objects attracted the respondents’ attention the most. This is very convenient for subsequent data analysis and improvement of the tested objects.
Combination of eye-tracking, emotion measurement, and survey
Both tools described above are quite effective when used separately. Though, the ultimate quality of research is achieved when they are combined and the received information is thoroughly cross-checked with the results of a traditional survey. The main thing to remember though is that you must keep your surveys as short and precise as possible. When answering long and complicated questionnaires, respondents get bored and lose their focus. As the result, the quality of the final data is substantially compromised. Follow the link to learn more about the effective combination of different tools.
The key advantage of CoolTool is that abovementioned technologies are integrated into its survey engine, which allows conducting the crosscheck of data obtained via different channels very quickly. Thus, whatever kind of advertising you are planning to test, application of neuromarketing tools will allow you to get more useful and fast insights about customers real emotions and feeling than any other research approaches.
