Showing 11-20 of 53 results:

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  Analytics, Customer Experience, Offer Optimisation, Brand Strategy, Creative Efficacy

  Insights University 2016 Survey Results Part 1

  At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what our respondents consider to be the most important sources of consumer insight now (February 2016), and in the foreseeable future.

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  Analytics, Customer Experience, Engagement, Brand Strategy, Creative Efficacy

  Insights University 2016 Survey Results Part 2

  At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See how respondents expect the managerial importance of NPS to change from now (February 2016), to the foreseeable future.

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  Analytics, Engagement, Offer Optimisation, Brand Strategy, Creative Efficacy

  Insights University 2016 Survey Results Part 3

  At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what impact our respondents believe marketing science has on advertising content and message now (February 2016), and in the foreseeable future.

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  Brand Strategy, Creative Efficacy

  Science-Driven Creative

  Creative agencies are suffering financially due to a lack of valued differentiation and the consequent loss of price-setting discretion. However, with the correct use of science-driven creative, to deliver growth to their clients, innovative agencies can reverse this trend. Forethought CEO, Ken Roberts looks to a future of content-rich, science-driven communications in the April 2016 edition of Admap magazine.

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  Brand Strategy, Creative Efficacy

  So, Tell Me How You Feel

  For decades creative agencies and marketers have believed that whilst competitors can replicate rational product benefits, but emotion based brand positioning can enduringly continue to differentiate. Coupled with this is the contemporary assertion that all behaviour has emotions as its catalyst. In this article, Ken shares his latest thinking on emotions in advertising exploring what creative agencies and marketers want to know: How to identify and measure the non-conscious discrete emotions elicited by the purchase and consumption situation in your category.

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  Brand Strategy, Creative Efficacy

  A Revolution in Advertising Testing

  The trouble with advertising testing is that the drivers of behavioural change required for lifting market share are rarely measured in communication effectiveness or brand research. Instead, in many cases advertising effectiveness is measured by a bewildering array of surrogate measures anchored to a pre-search and social normative database.

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  Analytics, Brand Strategy, Creative Efficacy

  Science-Driven Creative? You’re Late!

  Advertising is facing an uncertain future, one steadily eroded by the cost-cutting activities of procurement. This is because procurement places little value on the unfulfilled promises of creative agencies, that the next campaign will deliver growth. Creative agencies need to find a new way to demonstrate and validate their ability to supply consistent, commercially effective work. The establishment of this lies not in the muse of creative inspiration, but in the development of science-driven output resulting in growth of market share, margin and category.

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  Brand Strategy, Creative Efficacy

  Is Facial Coding useful for Marketers?

  EMOTIONS IN ADVERTISING: Recently, we found it worrisome to learn that more than a third of global Fortune 500 companies are using facial coding for ad pre-testing and some (e.g. Unilever and Mars) have made it a mandatory for copy-testing. Brands want to understand emotion in consumption. Great, no quarrel there. So, why does this news worry us? We are concerned because facial coding for ad testing does not predict purchase behaviour. Adding to our concerns about facial coding a new study from Northeastern University published in the journal Psychological Bulletin (2018) argues it is false to believe that facial expressions are constant across people and situations and that they can be measured by artificial intelligence. We examine here.

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  Engagement, Creative Efficacy

  Time for Advertising to Hibernate

  If you have advertising scheduled to air in the coming few weeks, particularly if there is a chance that you will follow a political ad, then think very seriously about postponing the communication until post the election.

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  Brand Strategy, Creative Efficacy

  Lessons for Applying Behavioural Economics

  Remember behavioural economics? It was the marriage of psychology and economics that enjoyed a burst of popularity a decade ago and has never really gained any further traction. Sometimes, with rather disastrous consequences, findings from academics’ behavioural experiments were generalised and applied in business.