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Who would have ever thought that the world collective of consumer communication manipulators would find another way to quench that never ending thirst for consumer insight. Ad agency, Arnold Worldwide, has taken focus-groups and gaining this “insight” to another level by conducting MRI brain scans of consumers to guage their reaction to certain imagery. An ingenious approach to developing creative strategy for one of Arnold’s liquor clients. Further increasing the scientific and technological approach to marketing, this approach definitely is a step closer to granting the typical marketer’s wish as he/she deciphers focus group findings and analyze consumer behavior: “I wish we could just read their minds….” Well, it looks like we’re getting close….  "If Only I Had a Brain Scan" in BusinessWeek describes some recent ad testing:
It might soon be time to redefine MRI machines as “market research imaging” devices. At Harvard’s McLean Hospital not long ago, six male whiskey drinkers, ages 25 to 34, lined up to have their brains scanned for Arnold Worldwide. The Boston-based ad shop was using functional magnetic resonance imaging (fmri) to gauge the emotional power of various images, including college kids drinking cocktails on spring break, twentysomethings with flasks around a campfire, and older guys at a swanky bar. The scans “help give us empirical evidence of the emotion of decision-making,” says Baysie Wightman, head of Arnold’s new, science-focused Human Nature Dept. The results will help shape the 2007 ad campaign for client Brown-Forman, which owns Jack Daniels.
(neurosciencemarketing)References: neurosciencemarketing Filed In: |
Consumer Brainwaves
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The Ultimate Focus Group
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