brandinwest/lindex: under huden på kunden
TRANSCRIPT
Under the skin of the customerFirst neuroscience survey in the Nordics
Brand in West presentation 170323
www.lindex.com2
Why neuroscience?• Curiosity
• Need to understand more than traditional research can answer
• Challenge to understand the effect of the synergies between DM channels
• Neuroscience allowed us to go deeper.
• To measure how the brain actually reacts
• to different types of communication and to understand both the conscious and the unconscious
www.lindex.com3
Purpose• The focus of the study has been to gain a
greater understanding of which channels consumers process advertising message best
• What channel creates the best motivation, emotional involvement and attention?
• In-depth understanding of the strengths of each channel
• Better understanding of synergies when combining physical and digital communication
www.lindex.com4
The survey• The first global survey with real brands and
actual campaigns
• First Neuroscience study at Nordic level
• 200 respondents per country, 18-65 years old
• The interviews were conducted in a lab environment designed to be as close to a “home environment“ as possible
• Stimuli material - presented as real as possible
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Stimulus material
ICA – Folder (ODR) & banner
IKEA – Folder (ODR) & e-mail
LINDEX
– Folder (ADR) & e-mail
Panduro Hobby – Folder (ADR) &digital folder
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What is neuromarketing?• Neuromarketing is the application of
neuroscience to marketing.
• Neuroscience is the scientific study of the nervous system.
• It is used to better understand human emotions, mental processes and behavior.
Source; Neurons Inc/PostNord
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Neurometrics
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Key learning #1
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Key learning #2• Print media creates better focus,
attention and call for action
– allowing the first exposure to build a positive attitude to the brand
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Key learning #3• Print media creates a stronger
emotional engagement
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Key learning #4• Digital channels generate more
cognitive stress
– the consumer is more fragmented and less likely to pay attention to relevant messages and thereby build a less emotional commitment to the brand
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Key learning #5• Digital ads give higher motivation in
smartphones compared to other devices but also more stress
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Lindex learnings• The general conclusion about 1+1=3 is
valid for Lindex as well, digital after print enhances the emotional response
• The attention is much higher for printed media in all cases but one: Digital outperformed print in time spent looking at products
• Crucial to be very clear to reduce cognitive stress in digital, we want to give our customers a joyful and inspirational moment
