fMRI is best method for measuring and predicting ad effects
fMRI provides access to the whole brain. This is necessary to measure and predict advertising effects. After all, advertising does its work in deeper brain areas where emotions are stored and activated. Crucially, emotions determine consumer behaviour, such as making a purchase. These emotions are largely unconscious to consumers themselves.
EEG is less suitable for measuring and predicting advertising effects, as it only measures superficial brain responses.
Questionnaires are also less suitable for this, as you only get conscious, rational responses.
How does fMRI work?
In the MRI scan, respondents look at the ad or the ad concept while having their brain activity measured.
Eye Tracking and Brain Guided Interpretation
Eye Tracking and Brain Guided Interpretation (BGI) are used to gather more data to create a complete ad (concept) test.
How does it work?
Eye Tracking: the MRI scanner contains an eye tracker. It tracks the participants' eye movements while they watch an ad or ad concept. The eye-tracking reveals which ad scenes attracted attention and which did not.
BGI: this is an online follow-up study consisting of questionnaires. BGI is used after the fMRI study to to get a better understanding of the fMRI results.
This unique combination of techniques makes it possible to capture moments when emotions are activated within an ad. It reveals ad moments that work well and moments that require improvements.
Check Tele2 case study
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Neuro Ad Testing
How to win an award for effective advertising?
Tele2 (Dutch telecom company) wanted to optimise its TV ads to change its brand image. They used Neuro Ad Testing and obtained the necessary insights. It even led to winning the Silver Effie Award: the award for campaigns proven to be effective. Check out how Neuro Ad Testing made it possible.
Methods
"Neuro Ad Testing quickly gave us the insights we needed to optimise our advertising. As a result, we were able to successfully change our image in a short period of time. And, the research has contributed to a nice reward: the award for effective campaigns: Effie behavioural campaign short-term."
Machiel van de Poll, Senior Customer Insights Manager, Tele2
