“Testing the perception of TV advertising by consumers using neuromarketing performance indicators: a Neurovisor case”

It is also worth noting that advanced data and analytics on all Neurovisor videos are available on commercial terms.With neuromarketing, everything is easier and clearer when you are a marketer, work with analytics and are ready to perceive information not in a clip. But as soon as information becomes a mass product, and not a commissioned study, we are faced with a large number of readers who lack "ordinary human communication", that is, explanations, deciphering of broadcast neuromarketing indicators. And professionals are always interested in hearing a detailed analysis of the video as a whole. Therefore, a very interesting block has been added to the new Neurovisor - a detailed analysis of one commercial. Our behavioral psychologist gives a general analysis of the video with an explanation of successful and unsuccessful techniques and the mechanics of their work, as well as scenes that caused an interesting reaction from the audience. And most importantly, he tells us what caused this reaction.Most of the information is perceived by people through their eyes. Viewers should notice certain elements of the commercial, such as the product, the slogan, information about the characteristics of the product, the logo. But what if your bright visual range completely attracts the attention of the audience, and information with the distinctive characteristics of the product or favorable conditions for its purchase is lost? In our analysis, we draw your attention to such shots and give an explanation of such scenes.Engagement and attention are two indicators that can be traced in dynamics. In the new Neurovisor, we give graphs of changes in these two indicators for a video analyzed by a behavioral psychologist, and you can see what happened to the attention and engagement of the audience at a particular time. You will find out exactly what the audience saw at the peaks of reactions, although we recommend not to focus only on them, but to watch the trend change in dynamics, because our reactions are interconnected.In conclusion, it is worth mentioning that advanced data and analytics on all Neurovisor videos are already available on commercial terms. Due to the fact that the focus of the Neurovisor has shifted to industry releases, the information in it has essentially become an analysis of the competitive market. Only the information there is not about the business of colleagues on the shop floor, but about the marketing wars in which you participate.ReferencesBoksem M. A. S., Smidts A. 2015. Brain Responses to movie trailers predict individual preferences for movies and their population-wide commercial success. JournalofMarketingResearch 52 (4): 482-492.Braeutigam S. 2014. Organizational neuroscience: A new frontier for magnetoencephalography? In: S. Supek, C. J. Aine (eds). Magnetoencephalography. Berlin: Springer Berlin Heidelberg; 743-748.Cosic D. 2016. Neuromarketing in market research. Interdisciplinary Description of Complex Systems 14 (2): 139-147.Daugherty T., Hoffman E., Kennedy K. 2016. Research in reverse: Ad testing using an inductive consumer neuroscience approach. JournalofBusinessResearch 69 (8): 3168-3176.Schmitt B., JoskoBrakus J., Zarantonello L. 2015. From experiential psychology to consumer experience. JournalofConsumerPsychology 25 (1): 166-171.