Nicole Cikarela – General Manager and Head of Client Solutions
I am sure your ad, and all your marketing, is very good! Feel confident. You have done a good job. But how good?… Is the new marketing better than it was before? Is it better than the competition? Better than the other ads and websites seen by your target audience?
The effectiveness of new marketing strategies and creative concepts has long been the subject of articles, awards, research and discussion. Marketers, CEOs and agency partners have debated and discussed how ‘good’ the latest idea, ad, website or campaign really is.
Client after client have used various marketing research methodologies to measure these ideas, attempting to safe guard new activities for success. For a very long time focus groups have been the go-to approach for testing new ideas; seeking feedback from customers and prospective customers on attitudes and intended behaviour.
The thing is, 95% of purchasing decisions occur without consciousness (Zaltman, 2003). When we ask customers, via a survey, or questionnaire, or focus group to ‘think’ about their response to new ideas, we subvert the subconscious. In marketing, as in art, emotion wins every time, and humans aren’t always very good at recognising and talking about their emotions. Traditional market research isn’t a reliable measure on how ‘good’ marketing will be.
Along with many of our clients we are consistently using biometric testing as we develop new strategies and ideas. Biometric testing is designed to obtain conscious and unconscious data to paint a more complete picture of customers’ behaviour and emotional response. Where ever possible we seek to use biometric testing to inform new strategies, campaign and digital experiences
- Eye tracking technology can track consumers’ visual attention moment-by-moment and assess their level of processing on any marketing stimulus.
- Facial expression mapping can objectively measure negative and positive emotional responses towards marketing stimuli.
- Cardiac and skin conductance response, can measure consumer engagement, excitement, confusion, and pain points.
- Brainwave tracking can measure motivation to purchase, memory processes, and even subconscious thought processes.
So how good is your ad? Wanna find out?