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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
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
Overview
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia NewMR Neuroscience, Biometrics and MR – April 14 2011
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
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
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
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
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
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
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
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
Marionette dispersing balloons/sweets
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia NewMR Neuroscience, Biometrics and MR – April 14 2011
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
Speaker Liane Ringham, Sara Vickers, Liz Walker, Inside Story and Kasia Witon-Wanstall, Nestlé, Australia NewMR Neuroscience, Biometrics and MR – April 14 2011
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
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
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
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
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 protected] | 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
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
