Neurensics is a neuromarketing company. We help clients by giving insights in the subconscious consumer brain. We use various techniques to tap into the consumer brain. We use fMRI, EEG, eyetracking, and implicit behavioral testing.
We are currently building a tool portfolio around branding. Branding has become more and more important in this globalising world. We want to help companies in deciding how to create a brand, how to position a brand, how to select and use sensitive contextual moments and how to make the brand top of mind.
For this endeavour, we are looking for 3 interns in the second semester (February onwards). You will closely work together in a scrum team, but each have an exciting individual project. Apart from the 3 projects explained in detail below, you will get the chance to be a part of running fMRI projects we do for clients.
Project 1. Brand Drivers
Neurensics helps its customers by determining which associations a consumer needs to have with a brand to have a positive buying intention or loyalty. For example, a brand could be highly associated with the concepts ‘empathy’ or ‘strength’ in consumers with a high loyalty. Marketing creative build their campaigns using these associations. Although this works very well, we would very much benefit if we could use the same framework of associations in all our studies. In this project, you will build such a framework. You will study the associations people have with many brands they love and hate. You will explore if we can cluster these associations around lower-level psychological needs, such as pleasure, pain, hope, fear, and social acceptance. And you will study whether we can speak of ‘brand personalities’: people who are looking to fulfil more or less the same needs all of the time, in all the products they buy.
For this project we are looking for a Dutch-speaking student with a strong feeling for language, preferably with knowledge of personality research and individual differences.
Techniques used: desk research, questionnaire research, Implicit behavioural testing, unsupervised machine learning.
Project 2. Brand Cues
A lot of the marketing efforts around brands aim at assigning cuesto brands. For example, when you see George Clooney, you think about Nespresso. This example shows the power of brand cues. However, how to pick the right cues? For a large part, this is just taking a leap of faith. Could we use tools to decide what are the good cues for a brand? In this study you will try to develop a tool that quantifies the ‘natural match’ of a cue with a brand. To do so, you will compile a dataset of brand cues and design a sequential priming task to quantify the fitness of the relationship between cue, brand, and driver.
For this project we are looking for a student with a strong feeling for psychometric testing. A background in cognitive psychology and reaction time research is a pre.
Techniques used: desk researh, questionnaire research, Implicit behavioural testing, supervised machine learning.
Project 3. Brand Triggers
A Brand trigger is a contextual state in space, time or psychological state that makes you think of a brand category. For example, just walking outside a bar at night might spontaneously trigger a craving for a frikandel. A famous other example is the ‘4 uur cup-a-soup’ campaign, build around the daily returning fatigued state just before the working day ends. Snickers has claimed this feeling even more strongly: the moment of being low-energy at any time of day. With this strategy they have managed to be the top-selling chocolate bar around the world.
Brands are trying very hard to claim these contextual cues, because they can be so powerful. To do so, they need to map and define the triggers of the category. The problem is, is that it is very hard to ask people what made them want to buy the frikandel once they bought it.
In this project, you will develop a free association tool. You will make a collection of iconic images that are representative of states. These images will form the basis of a new free-association paradigm where people choose images with brands and motivate why the chose these images. For a number of categories and brands, you will investigate what the triggers are by analysing picture choices and the contents and emotional tone of the motivations.
For this study we are looking for a creative student. . You might have a background in communication or social psychology. More importantly, you love images, imagery and qualitative research. You have strong affinity with visual communication. You love to explore patterns in what people say and how they say it.
Techniques used: desk research, questionnaire research, Implicit behavioural testing, text analysis.
Interested? Reach out to Andries van der Leij. Please send a CV, motivation letter and grade list to: firstname.lastname@example.org