Companies need to ensure that customers perceive their brands as intended, with strong and unique associations, when facing a competitive market. Traditionally, brand associations are measured using conventional techniques such as surveys and questionnaires albeit both conscious and unconscious factors can influence the collected data and the outcome of a campaign. Decoding Brand Associations Neuromarketing… Continue reading Measuring Netflix’ brand association strength with EEG
Already back in 1977 James A Russell and Albert Mehrabian provided evidence that three independent and bipolar dimensions, pleasure-displeasure, degree of arousal, and dominance-submissiveness, are both necessary and sufficient to adequately define a person’s emotional state. Their research built further on Charles Osgood’s 1957 academic breakthrough relating to the semantic differential scales that help quantify… Continue reading “Aesthetic Tension”: How to Elicit Emotional Goosebumps?
Do you know your brand DNA? This familiar concept, happily adopted by the global marketing community, remains rather unfathomable to most brand managers. Some might argue it’s considered an essential baseline for any good marketing strategy. But what does it actually mean to refer to a brand’s DNA? Is it really as unique and discernible… Continue reading Brand DNA or Brand Association Wheel?
Mindspeller aims to connect brands more strongly with their audience. Language use plays a big part in it. Language permeates almost everything that we do, and it’s a social endeavor. We learned our mother tongues by interacting with people, observing how they used language, and instinctively drawing our own conclusions from it. All throughout… Continue reading Using language to shape brand perception
Say your daughter’s birthday is coming up. She’s a budding photographer, and you’re thinking of surprising her with a new camera. You don’t know much about photography; you just think she’d appreciate something practical but versatile to take on her next trip. Now say Canon and Sony manufacture cameras that are nearly identical. Which… Continue reading Moving beyond functionality to stand out
Marketeers generally resort to opinion questionnaires to measure brand perception.1 But did you know that traditional surveys do not always reveal the respondent’s true preferences?2 Similarly, the line of questioning in focus interviews can influence the respondent.3 The truth is that traditional methods do not tell the whole story. In fact, consumer neuroscience teaches us… Continue reading Overcoming traditional marketing weaknesses with human-centric AI
*Digital Asset Management At the beginning of February, I presented a webinar (hosted by DAM leader Capture) on how neuroscience can help reveal implicit associations of digital assets. One of the takeaways of the ensuing Q&A session was that semantic distance calculations can make digital asset searching and retrieval more intuitive. Such calculations require a… Continue reading Artificially Intelligent DAM* Search?
2021 is finally here, but the post-holiday period doesn’t only bring good tidings. Employee engagement tends to plunge in January because of the New Year Blues, jeopardizing productivity and customer service. This year, with the pandemic still raging, things may get even worse. Understanding why low or lack of engagement happens is the first step… Continue reading Help your team fight the New Year Blues with simple communication tips
The well known Benelux science and technology publisher, EOS, features an interview with one of Mindspeller’s BCI experts, Bob van Dyck, in their September journal. Here’s the link to the original article (in Dutch): Below, please find a deepl.com translation of the article to English: “Will we be chatting through our thoughts soon?… Continue reading EOS features Mindspeller in BCI related article
Check out this 15 minute interview (in Dutch) with one of our leading experts on Brain Computer Interfaces (BCIs), Bob Van Dyck. English version will follow soon!