Well, how did the polls get it so wrong this time? Of course, there is no single factor involved. But a recent Ad Age article went so far as to place part of the blame on voters themselves. When we start blaming the public for our inaccuracies, we have gone off the rails.
By layering implicit associations onto explicit data collection we have the opportunity to learn key information that can drive product development.
Consumers make choices about products and brands without consciously processing why. They are not sleep walking, or “unconscious,” yet they are “non-conscious” of what their brains are processing when they choose a particular product or react to a brand’s marketing efforts.
Neuroscience methods have reached a new level of ease, affordability and added value for integrating into traditional research. This means that marketers can have access to the unconscious drivers of decisions and behavior without burdening their budgets.
Parallel to the perception and recognition of the brand are the emotional and motivational components. These aspects of brand interaction rely on deep brain structures driving and interacting with the rest of the body via neuro-electric and chemical systems.
Douglas Van Praet is Executive Vice President at the Deutsch LA ad agency. Van Praet is recognized as an industry leader in unconscious behaviorism and a pioneer in applying neurobiology and evolutionary psychology to business problems.
Under some circumstances, up to 30% or respondents show signs of untruthfulness based upon the context of how you ask the question and the type of questions being answered and who you are asking.
Tom Fishburne, in this latest “Moments of Truth” Marketoon, highlights the frustrated insurance executive seeking consumer intelligence from social media monitoring.
