A regular review of interesting cultural shifts & marketing developments as viewed through the collective lens of the Stancombe Research + Planning Team

Tuesday, February 23, 2010

Campbell Soup acts on neuoromarketing-based research

"For years, Campbell’s researchers asked consumers whether they remembered an ad and whether it made them more likely to buy a product. But a 2005 Campbell analysis revealed that, overall, ads deemed more effective in surveys had little relation to changes in Campbell sales.

Robert Woodard, Campbell’s vice president of global consumer and customer insights, says the traditional interview had limited usefulness because people’s words didn’t fully capture their unconscious responses. He says Campbell needed approaches that would help it understand the neurological and bodily responses to an ad rather than how people thought they’d reacted."

Source: Wallstreet journal

See their neuromarketing-based research approach below:

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