Figuring out the complexity of ad perceptions is increasingly becoming a difficult task. Everything would be much simpler if we could get clear and real answers to questions such as what would an advertisement have to tell you to make you choose brand x? Or, even simpler, why have you chosen brand x? This would be possible if the consumer were capable of being analytically aware of the multiple influences that affect their decisions, but the communication processes are imperceptible to the consumer.
Communication is still a perception and therefore there is increasing complexity in analyzing these perceptions. We know that human beings do not rationally analyze communication but instead receive a series of images that are passively registered in our brain, which processes only those sensory experiences necessary for the process, which is why it is essential to analyze the so-called episodic memory. To do this, we must develop either qualitative techniques that lead us to access this level of user information, in a context that simulates a real viewing situation, or through Neuromarketing tools that allow us to discern non-rational elements of stimulation. the communication.
We do not rationally, constantly examine everything we perceive. On most occasions they are, for us, just a group of images. We only process the sensory experiences we need, including, of course, advertising. We only process things if we need them to have meaning.
This is essential when evaluating advertising and research must allow us to access those levels, what is stored in episodic memory.
Episodic memory is through which we process what we see and hear and where we store the episodes that have occurred in a specific time and place, for example a TV advertisement. The stimuli received are passively registered and generally remembered as a sequence of images and events rather than as information.
TV ads are becoming increasingly visual. This underlines the need to understand the processing of images, and to have access to episodic memory and not just more elaborate processes of relating to advertisements.
For this reason, at Hamilton we use techniques that allow us access to all levels of information.
Through Neuromarketing it is possible to discover the most intimate emotions and bring them out.
This methodology is combined with quantitative interviews, focus groups (in-depth interviews) and/or workshop sessions, in such a way that the sum of all of them allows us to obtain a holistic vision of the communication under study, as well as the possible modifications to it. carried out in order to optimize communication.
The intervention scheme is as follows:
Phase 1: quantitative approach in order to obtain a quantification of indicators such as: level of impact, level of liking, level of attractiveness, degree of understanding, adaptation to the brand, likes & dislikes, credibility, perceptual purchase intention,... at a time. representative sample of between 50 and 100 individuals.
Phase 2: Neuromarketing sessions through a sample of 20 people in order to discover more intimate emotions and perceptions.
Phase 3: From the participants of each of the previous phases (quantitative approach and neurobiomarketing sessions), 8 individuals are selected to participate in a Focus Group, they will be selected based on the different reactions of like and dislike of the communication tested to have representativeness. . A minimum of 4 Focus Groups are established, segmented by 2 age groups and by geographic area.
Phase 4: Analysis of the information and holding workshop sessions between the different Hamilton multidisciplinary teams to decode the information extracted from each methodology and analyze its results.
