Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus
Every new product launch, ad campaign or package design takes significant research, time and resources to ensure success, but not every launch is successful. Suffice it to say that guess work plays a part to determine: Will it grab attention? Will it be memorable? Will it engage emotionally? And most importantly, will it drive purchase intent?
Taking the guess work out of the equation prior to launch is a marketer’s dream, which is now a definable reality with quantifiable results. Just recently the notion was put to the test to see if neuroscience could be used to help a magazine sell more copies. And the results were enlightening.
In a publishing industry’s first, New Scientist Magazine approached NeuroFocus to test three different cover designs for an August issue of the magazine using neuromarketing. Applying high density arrays of electroencephalographic (EEG) sensors to capture test subjects’ subconscious responses to the three covers, NeuroFocus identified one as clearly superior in terms of its overall neurological effectiveness.
By monitoring brainwave activity across the full brain as subjects viewed the covers, and using eye-tracking technology to identify which specific parts of the cover they were looking at, NeuroFocus was able to measure their immediate, subconscious reaction to the designs.
While all three tested cover designs performed well in the research, the specific design that ranked highest in terms of overall neurological effectiveness scored exceptionally well in emotional engagement—one of NeuroFocus’ primary NeuroMetrics, the others being attention and memory retention (cover design 1 below was the winner). From those primary NeuroMetrics, NeuroFocus derives measures of purchase intent, novelty, and awareness.