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MillwardBrown CaseStudy Neuros

MillwardBrown CaseStudy Neuros

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Published by: Datalicious Pty Ltd on May 18, 2013
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05/18/2013

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Millward Brown:
Case Study
Business Challenge
 Virtual media has experienced explosive growth inrecent years, while physical media, such as print and direct mail, has declined.The UK’s Royal Mail wanted to understand whether there are any differencesin the communications effectiveness of physical and virtual media.
Our Response
We decided to investigate how the brain processes physicalmarketing materials, such as direct mail, compared tovirtual (or digital) materials presented on a screen. Giventhe learning from other forms of advertising research aboutthe importance of emotion in driving marketing success,there was particular interest in understanding the emotionalprocessing evoked by the different forms of media.Working in collaboration with the Centre for ExperimentalConsumer Psychology at Bangor University, we usedfunctional Magnetic Resonance Imagery (fMRI) scanningto understand how the brain reacts to physical andvirtual stimuli. fMRI allows us to look directly at brainactivity and so see the brain regions most involvedin processing advertising. These include quite subtle
Using Neuroscience to Understandthe Role of Direct Mail
Research taking place using the fMRI scanner
processes that respondents can find hard to articulateverbally or which may be unavailable to introspectionand so could be missed by conventional research.During the research,20 participants wereshown both ads thatwere already in themarket, and anequal quantity of“scrambled” images(which were usedas control to allowfor the fact that thethe physical mater-ial stimulates morethan one sense).The same material was shown on-screen (to produce theonline, virtual experience) and printed on cards (to producethe physical experience). While participants interactedwith the material, brain scans were used to assess howthe processing of marketing messages was affected by themedium of presentation.
This research strongly suggests that greateremotional processing is facilitated by the physicalmaterial than the virtual.
An example of a “scrambled” ad
 
Millward Brown: Case Study
Understanding Direct Mail with Neuroscience
©2009 Millward Brown
2
 
Right retrosplenial cortexBilateral cerebellum
 
Medial FPCPosterior cingulate into para cingulate
Research Insights
The work conducted on this project, to study the brain’sreaction to different forms of media, went to a level not seenbefore in market research. Some of our key findings were:
Tangible materials leave a deeper footprint in the brain
Note: This is not just because the physical materials stimulateboth sight and touch; the subtraction of brain signals fromthe scrambled materials accounts for this.
•
Material shown on cards generated more activity withinthe area of the brain associated with the integrationof visual and spatial information (the left and rightparietal).
•
This suggests that physical material is more “real” tothe brain. It has a meaning, and a place. It is betterconnected to memory because it engages with its spatialmemory networks.
 Physical material involves more emotional processing,which is important for memory and brand associations
•
More processing is taking place in the right retrosplenialcortex when physical material is presented. This isinvolved in the processing of emotionally powerful stimuliand memory, which would suggest that the physicalpresentation may be generating more emotionally vividmemories.
•
Physical activity generates increased activity in thecerebellum, which is associated with spatial and emotional
NB The red area in the images of the brain represents greater oxygenated blood flow (andhence activation) stimulated by physical ads. The blue areas are regions activated more byvirtual ads. The “cross hairs” highlight the named brain region.Left parietal
 
Right parietal
processing (as well as motor activity) and is likely to befurther evidence of enhanced emotional processing.
 Physical materials produced more brain responsesconnected with internal feelings, suggesting greater “internalization” of the ads
•
The medial PFC and cingulate are the parts of thebrain associated with emotional engagement. They areactivated more by physical materials.
•
The brain’s “default network” appeared to remain moreactive when viewing direct mail. Activity in this brainnetwork has been associated with a greater focuson a person’s internal emotional response to outsidestimuli. This suggests that the individuals were relatinginformation to their own thoughts and feelings.While in no way denigrating virtual media, which clearly hasspecific benefits in terms of targeting and interactivity, thestudy does reveal that there is something special about thephysical medium.

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