They say a picture is worth a thousand words, but when it comes to marketing, pictures and videos may be worth much more in revenue. We’re constantly bombarded with the message that ‘image’ is everything but what if you could tell how someone really feels about the video they’ve just watched.
Marketers often use focus groups to find out how consumers respond to their new TV advert or product. There has always been debate over what focus groups really tell us. For example, is everyone being completely honest or are they already swayed by other people’s opinions in the group. Instead of asking customers to tell us what they think, neuroscience can directly measure how brains really react and what someone really feels.
We analysed the brain activity of 60 people as they each watched the same set of 35 commercials. We then compared the brain activity patterns of each participant. The study revealed a correlation between subjects being shown engaging content and the extent to which their brains reacted with similar neural activity, particularly in areas of the brain associated with processing emotions and understanding narratives. In other words, a fascinating video generated similar reactions in the brain, whereas a less engaging video would make people’s minds start to wander and ‘tune out’, creating disparate brain reactions among viewers.
The findings of this study were echoed in a follow-up study that measured brain activity in 28 people watching a sequence of 18 movie trailers; it implies that the same effect on brain activity is observed in people watching any kind of engaging video.
And what’s really interesting is that brain scans reveal what’s really going on when people see TV adverts. This means that, unlike a focus group, people aren’t affected by other members, and they won’t make up their answers because they weren’t paying attention or want to save face by responding in a social desirable manner. We can really see exactly what’s going on in the brains of the participants without any other factors effecting the results.
Our research has revealed how our brains respond to engaging video and surprisingly, for an engaging video our brains react in a very similar way. This information is very relevant to marketing and communication professionals and means they will have reliable results which instantly tell them how effective their new TV advert is and they will be able to shape them accordingly.
read more at http://www.forbes.com/retail/ by RSM Discovery, Contributor