Best in class neuroscience research case studies

The ninth edition of the Neuromarketing Yearbook is a comprehensive report published by the Neuromarketing Science and Business Association, and is filled with the latest research studies, expert insights, and case studies from top neuromarketing professionals across the globe. This year, the Yearbook features two case studies from Ipsos.

Multichannel Neuroscience and the Roles of EEG, Heart Rate, and Galvanic Skin Response in Measuring Emotions, Memory and Ad Effectiveness

The past decade has seen a tremendous increase in the use of various neurophysiological measurements in the market research industry to assess consumers’ emotional and cognitive responses for predicting, among others, the effectiveness of marketing materials. These include electroencephalography (EEG), galvanic skin response (GSR), heart rate (HR), facial expressions, and functional magnetic resonance imaging (fMRI). Yet the validity and effectiveness of these different measurements, either alone or in combination with each other, remain unclear and further validations are required to fully understand the potential of the different methods and their best applications. Moreover, the Ipsos framework on how people make decision shows how using a multi- methodological approach, able to capture different inputs of the decision-making system, can help obtain a more complete understanding of human behavior and decision-making .

Brand Conviction and Cognitive Conflict

Every day we make tons of decision, some of which follow our habitual procedures while others require harder thinking and deliberation before making a final decision. In fact, human decisions arise along a continuum, where multiple cognitive processes, ranging from more mindful to more mindless operate at the same time. We have found that examining the degree of cognitive conflict is key to understanding behavior change. One interesting approach that provides insight into conflict is the path of a trace that people make when choosing between two options (process tracing). At Ipsos, we have developed a mobile application where people can trace a path with their finger and the degree of drift from a straight path to a choice provides insight into how conflicted people are between options which is predictive of who is likely to change their behavior.