“The Neuroscience Behind Creating Better Creative”- CBS/CBS Vision, Nielsen Catalina Solutions, Nielsen Consumer Neuroscience
The evolution of market research technology over the last decade mirrors our scientific understanding of the brain and decision making that clearly concludes a large portion of brain processing occurs below our conscious awareness. The business results and impact will be of major importance in advancing the field of creative evaluation.
Among the questions this study was designed to answer:
– To what degree do neuroscience-based measures of advertising creative predict in-store sales response as gauged by single source data?
– Which neuro measures most strongly predict higher in-market sales response?
– What is the importance of creative evaluation in understanding in-market results?