Tech for tech’s sake? Learnings from experiments with AI in consumer research
Liane ringham neuroscience - 2011
1. A
presenta*on
from
the
NewMR
Neuroscience,
Biometrics
and
MR
Event
–
April
15
2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research
For more information about Zinc Research visit www.zincresearch.com
For more information about NewMR events visit newmr.org
All copyright owned by The Future Place and the presenters of the material
‘Refining ads with both clarity and precision – a head to
head comparison of Qualitative research and EEG ’
Liane Ringham, Sara Vickers, Liz Walker, Inside Story
with Kasia Witon-Wanstall , Nestlé
Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 15 2011
2. Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
Refining ads with both clarity and precision – a head to head comparison of
Qualitative research and EEG
Presented by:
Liane Ringham, Kasia Witon-Wanstall
Sara Vickers, Liz Walker
3. Overview
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
4. An introduction
from
Kasia Witon-Wanstall
Nestlé Australia Ltd
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
5. Clear and precise direction for refinement
To optimise emotional impact and future behaviour
Our approach – integrated methodology
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
6. Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
SST
Precision - pinpoint accuracy
7. SST
Closure /
end branding
Memory for detail peaks
during the final scenes and
end branding
Marionette at
Window
Both mem for detail
and emotional mem
are very low during
the window scene
Emotional Memory Memory for Detail
Storyline apex – the Ahha! moment
dispensing sweets
Memory for emotion peaks as the
bubbles / sweets are dispensed
8. The Ahha! moment
dispensing bubbles / sweets
Marionette at
Window
Approach/Withdrawal
There is a very strong
withdrawal as
marionette looks in
the window
There is an approach as the
marionette dispenses balloons /
sweets
Closure /
end branding
There is a very strong approach
response to the concluding scenes
and end branding point
9. Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
QUALITATIVE
Clarity - understanding
10. SST and QUAL head to head
Marionette
at Window
Closure and
end Branding
Marionette
dispersing
balloons and
sweets
SST QUAL
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
11. Marionette at Window
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
13. Closure and end branding
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
14. Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
15. Client viewpoint on
outcome
Kasia Witon-Wanstall
Nestlé Australia Ltd
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
16. Market outcomes
! Before release of the TVC Allen’s lollies - losing share
! In the 6 months post campaign, Allen’s exceeded targets
by 20.5%,
à Growing Allen’s leadership from 2% to 7%
! The campaign grew sales by $2.6M against its 2008
performance
! Highest 6 months revenue in 3 years
! In grocery alone Allen’s grew by 25% in the first 13 weeks
post campaign launch
! No other product or market activity occurred during this
period
Source: JWT entry to the Australian Effie Awards 2010. Australian Assoc of National
Advertisers
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
17. Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
Thank you
18. Ray Poynter
The Future Place
Liane Ringham
Inside Story
Sara Vickers
Inside Story
Liz Walker
Inside Story
Q & A
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
19. Facebook: Facebook.com/PearlDiving | Twitter: @INSIDE_STORY
INSIDE STORY Research and Knowledge Management | Level 5, 2 Barrack Street, Sydney NSW 2000
Tel: 02 9299 9979 | Fax: 02 9299 7991 | Email: email@insidestory.com.au | Web: www.insidestory.com.au
Liane Ringham Sara Vickers Liz Walker
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 14 2011
20. A
presenta*on
from
the
NewMR
Neuroscience,
Biometrics
and
MR
Event
–
April
15
2011
The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research
For more information about Zinc Research visit www.zincresearch.com
For more information about NewMR events visit newmr.org
All copyright owned by The Future Place and the presenters of the material
‘Refining ads with both clarity and precision – a head to
head comparison of Qualitative research and EEG ’
Liane Ringham, Sara Vickers, Liz Walker, Inside Story
with Kasia Witon-Wanstall , Nestlé
Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia
NewMR Neuroscience, Biometrics and MR – April 15 2011
