Does the Product Meet the Promise?

Transcription

1 Applied Neuroscience for Advertising & Product Development Does the Product Meet the Promise? Glenn Kessler, President HCD

2 Does the product meet the promise? Why Applied Consumer Neuroscience? Cohesive messaging from marketing to product formulation/design

3 Integrating Traditional and Applied Neuroscience Methods HCD s research approach is grounded in a holistic understanding of how the consumer is perceiving, evaluating and responding to stimuli. HCD Research employs the most innovative and effective research tools available to support the creation of better products, packaging and communications for consumers. Our Applied Consumer Neuroscience approach enables us to assess consumer interaction with stimuli across all channels of the human experience. HCD biometric technicians travel with our mobile biometric labs to any location. CPG Health Care/Pharma Sensory Communications Food/Beverage Packaging

4 Applied Consumer Neuroscience Using a combination of methods, we are able to examine and study how the consumer is perceiving, evaluating and responding to stimuli. Using the Right Tool for the Right Question üheart Rate üskin Conductance üinterview üfocus Group üimplicit Response üpsychological Assessment üfacial EMG/Facial Coding üeeg üeye Tracking üsurvey üconcept Test ücognition üemotional Battery übehavioral Coding

5 5 Creating Consumer Delight, Brand Loyalty, Market Success One of the reasons for the success of added neuroemotional insight is that it is widely recognized that measuring liking alone fails to predict product performance in the market. BRAND LOYALTY ENGAGED MARKETING EMOTIONAL INVESTMENT COHESIVE PRODUCT The ability to gain insight into the emotional and physiological product experience can provide useful information of the consumer perceptivehedonic experience.

6 Engaged Marketing Making the Promise

7 7 Creating Consumer Delight, Brand Loyalty, Market Success ENGAGED MARKETING ü An engaged marketing strategy means that you are effectively communicating with your consumers in a meaningful way. ü When we consider a product on a shelf in a supermarket, for example, it is clear that the packaging plays a very important role communicating the brand identity and creating expectations for the product experience.

8 Engaged Marketing/Communications 8 Are consumers buying what you are selling? Creating engaged communications through marketing and packaging

9 Communicating the Promise Current Package Messaging: -Long Lasting -Effective -Essential Oils Test Package 1 Messaging: -Long Lasting -Effective -Essential Oils Key Changes: -location of messages -wording of messaging Test Package 2 Messaging: -Long Lasting -Effective -Essential Oils Key Changes: -location of messages -wording of messaging -cutout in pack to show product with logo on it

10 Communicating the Promise 10 Package elements (color, imagery, etc.) can change the perception of a product. including the perceived taste, quality and higher order benefits (ex: effectiveness) of the product. effective effective Using implicit measures, we can assess how these perceptions change with different packaging elements. effective Pack1 Pack2

11 Communicating the Promise 5. Logo was the last element consumers viewed, spending very little time and were disengaged. This lack of connection may explain the poor Brand Associations. 5 Current Pack 3. The effective messaging made consumers engage even further with the pack; however, since the messaging was so long, consumers started to disengage The new & improved message ignored Positive engagement with product info messaging. 4. Key attribute messaging was effective at maintaining consumer attention levels as well as increase their positive emotional response Product info messaging (4) was less engaging than the other messages but created a positive emotional experience and connected with the brand logo (5), creating a branding moment. 4 5 Pack New & improved message (2) was more effective than in the original package due to including product improvement details (3). 1. Cut out window creating a visible product captured consumer s attention and created an engaging branding moment with logo display on the product. 6. The Effective messaging was able to recapture consumer s attention while increasing the positive emotional response. It is important to note that arousal was declining which does not make the messaging as impactful.

12 Other Marketing Mix Applications 12 EXAMPLE OF COMMERCIAL TEST OUTPUT

13 Cohesive Product Meeting the Promise

14 Meeting the Promise 14 ü Gaining insight into the emotional product experience can provide additional useful information. The perceptive-hedonic experience, routinely measured through hedonic scales, can be investigated deeper, collecting emotional responses that color the consumer experience. COHESIVE PRODUCT ü A key issue in product experience is the cohesion of the emotions and meanings conveyed by a product and the meanings and emotions conveyed by branding through the packaging, communication mix, and marketing strategies.

15 Meeting the Promise 15 Product & Marketing Synergy Creating a cohesive experience from inside to outside of the bottle

16 Meeting the Promise 16 Our HedonicsPlus methodology evaluates fragrance testing (sensory impression hedonics/intensity) as well as sensory cohesion (or fit-to-concept) to ensure that fragrances are not only optimized for hedonics but also to better understand attribute appropriateness and product cohesion. Aroused Astonished Fragrance Testing: Hedonics testing showed all fragrances as equally liked while neuro testing revealed that the Original Fragrance induced happiness and Fragrance 1 was most exciting; Fragrance 2, however, was neutral. Afraid Angry Happy Fit to Concept: Disgust Glad Original Fragrance: happy -> boring Unpleasant Miserable Distressed Content Pleasant Fragrance 1: relaxing -> exciting/novel Fragrance 2: neutral -> comforting/appropriate Sad Bored Tired Relaxed Original Fragrance + Concept Test Fragrance 1 + Concept Test Fragrance 2 + Concept Fragrance only We recommended to move forward with Fragrance 2 in order to not alienate the consumer base while still introducing a new appropriate fragrance. Unaroused *Blinded Case Study Data

17 Brand Loyalty & Strength 17 ü It is known that when more sensory attributes are communicated and product attributes are more cohesive, stronger emotional bonds and brand loyalty are evoked. EMOTIONAL INVESTMENT ü However, it is important to evaluate brand strength and health over time across critical events and marketing campaigns.

18 Brand Loyalty 18 Brand Personality Using implicit measures and/or MaxDiff, it is possible to assess how your brand (or SKUs within a brand) are perceived, their brand personality. With this assessment, it is possible to measure whether your brand is meeting its promise or its designed attributes (ex: artificial, welcoming, etc.). Z artificial welcoming Brand Discrimination This approach allows for showing how (and if) your brand and its elements are easily distinguishable from its competitors. For example, when they see a slogan or character, is it more easily associated with your brand or confused with a competitor? Long lasting Decorative Warm Effective Trusted Welcoming Beautiful Natural Suitable for all rooms Easy to use Effective Long lasting Trusted Welcoming Warm Suitable for all rooms Beautiful Natural Decorative Easy to use

19 Brand Strength/Health 19 Brand Tracking/Health Track how consumers perceive your brand over time, across critical events and marketing campaigns, for communications effectiveness tracking. Z trusted trusted Q1 Q2 Q3 Q4

20 Creating Consumer Delight, Brand Loyalty, Market Success 20