Like many less than avid football fans, I spent Super Bowl Sunday a few weekends ago more excited for salsa and commercial breaks than forward passes and field goals. I was particularly tuned in this year because of the recent work that MREB has done on the application of neuroscience to market research. For the past few years, the neuro supplier Sands Research has used EEG technology to compile rankings of the big game’s commercials. Obviously they got something right about 2011’s number one Volkswagen ad – the company brought back Darth Vader this year.
Neuroscience has a definite cool factor – but aside from pretty pictures of your brain on ads, is there real value in it for Research teams? Our answer is a qualified yes.
- Neuroscience techniques can rarely be used alone. Neuro can provide unique and valuable insight when used to supplement existing research, but it is not yet poised to replace any traditional methodologies.
- Research teams can get more value if they push past tactical use and explore the more strategic applications of neuroscience. Think outside the box of creative testing and use neuroscience in areas with high potential for new learning.
- Teams should be judicious in their use of neuroscience. Important questions to ask are:
- How important is it for me to access my customers’ emotions?
- How important is this decision to my business goals?
- How confident am I in knowing how my customers really feel?
- Take advantage of lower-tech neuro methods which tap into unfiltered reactions without actually measuring brain activity. In addition to being much less costly, these techniques can also give more contextual information.
For more information on incorporating neuroscience techniques into your research, read our new whitepaper: Using Neuroscience Techniques to Gain Deeper Insight