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IAT CASE STUDY Infant milk 
formula testing brand platforms
an implicit association test reveals IMF users true feelings 
– below the level of conscious awareness which traditional 
...
Traditional research suggests brand A is most strongly 
associated with balanced Nutrition by a significant margin…200 
ti...
an implicit association test shows that the brands are much closer together in terms of owning 
‘healthy growth” and “bala...
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Neureuromarketing case study

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Neuromarketing IAT Case Study

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Neureuromarketing case study

  1. 1. IAT CASE STUDY Infant milk formula testing brand platforms
  2. 2. an implicit association test reveals IMF users true feelings – below the level of conscious awareness which traditional research techniques cannot….
  3. 3. Traditional research suggests brand A is most strongly associated with balanced Nutrition by a significant margin…200 times more so than brand E…. 29% % of respondents who associate brand with ‘balanced nutrition’ - suggest large differences between 17% brands 14% The research was conducted with leading IMF brands among buyers of IMF in Hong Kong 10% 1% Brand A Brand B Brand C Brand D Brand E
  4. 4. an implicit association test shows that the brands are much closer together in terms of owning ‘healthy growth” and “balanced nutrition”. There is in fact no statistical difference between brands A to E. No brand owns the platforms of ‘balanced nutrition” or “healthy growth” . An opportunity for a new entrant or for the incumbent brands….. 0.48 No statistical significance between brands 0.43 0.42 0.38 0.24 Brand A Brand B Brand C Brand D Brand E

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