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Wednesday, February 17, 2010

Campbell Soup Labels and Neuromarketing

Good case study on the use of non-conscious biometric measurements to determine consumers reaction to packaging. Note this was a two year study, indicating considerable investment in time.

' ... For two years, Campbell researchers studied microscopic changes in skin moisture, heart rate and other biometrics to see how consumers react to everything from pictures of bowls of soup to logo design.

This "neuromarketing" approach is a fresh attempt among consumer-good companies to understand how consumers really respond to marketing and advertising.

Technological advances have made the research cheaper and faster, making it accessible to more companies. Scientists also better understand how near-instant brain and body responses relate to how people generate meaning from new information, says Robert Barocci, president of the Advertising Research Foundation ... '

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