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Online video increasingly is used to reach, inform and seduce B2B audiences worldwide. YouTube already is the world's 2nd search engine.
Considerable investment in online video production and distribution is made to ensure maximum conversion and success in the long run. That's why pretesting videos makes a lot of sense.
Conventional research methodologies often fail to assess people's real preferences as 'we often do not know or can express our own preferences that well. As people make up to 99% of their decisions subconsciously, we need to tap into the subconscious mind to properly assess online videos.
Neuromarketing is a promising new field combining neuroscience and marketing. US-based NeuroSpire and Netherlands-based DutchmarQ have joined forces to design, set-up and run the world's first neuromarketing survey into the effectiveness of B2B online video.
EEG data will be collected from ~20 right-handed Dutch male, professional respondents aged 30 to 49 using 14-channel EEG devices manufactured by Emotiv. These lab-grade headsets are used in university research labs around the world and are the most commonly used neuromarketing equipment.
Participants’ raw brain-wave responses will be decoded into metrics of Emotional Engagement (based on Richard Davidson’s framework of left-right asymmetry in the prefrontal cortex) and Attention Activation (based on measures of alpha desynchronization and steady-state visually evoked potentials).
Questions to be Investigated:
Question 1: What kind of video performs best?
B2B product videos take various forms. Animated versus live-action, personal story versus product demo, etc. We will investigate which kind of video (or video segment) is most successful at boosting emotional engagement and attention activation.
Question 2: Is language important?
Corporations operating in multiple markets face the choice of whether or not to offer videos in different languages. We will investigate if there is an advantage to providing videos tailored to an audience’s native language.
Question 3: What are the factors (scenes, dialogue, imagery) that most influence emotion and attention responses?
In order to optimize product videos, companies need to understand the impact of these smaller video elements. We will investigate what elements are important, and which can be left on the cutting room floor.
Question 4: How does viewer data relate to neuromarketing metrics?
If a video drives strong emotional engagement and/or high attention in audiences, how does that translate to in-market performance? We will investigate the relationship between our metrics and traditional indicators of video performance, such as views, conversion rates, etc.
Key findings will be published by DutchmarQ, NeuroSpire, our business partners and in the book Br@inbound Marketing, to be published by Van Duuren Management.