Understanding your customers at a human level is the key to in-market performance. Our process starts with motivations and desires, and culminates with customer experiences that inspire trust and familiarity. That is the idea behind humanized marketing.
OUR STRATEGIC ADVANTAGE
Our mission is to humanize marketing.
We improve the marketing equation and reveal new business strategies, using neural and bio metrics of customer emotion and preference.
Develop lovable products
Attain better marketing ROI
Test packages and planograms
Validate positioning in market
Test ad concepts and copy
Design better public policy
The popular methods of market research – focus groups and surveys – rely on participants verbally expressing their feelings about a product or brand. However, feelings are hidden from the conscious mind, and very hard to express. This presents a problem for advertisers, market researchers and marketers, who try to understand what people want, and deliver a product or service that addresses a real need.
Feelings are difficult to remember and express
Recall is vague and language is open to interpretation. In case of focus groups, reports may even be skewed for peer perceptions.
Questionnaires are time consuming and risky
Burdensome to both the researcher and subject, even worse, questions influence their answers. What of the questions you didn’t think to ask?
Data providers today are not strategic advisors
Focusing on raw data metrics shifts the focus from what really matters: developing and applying a strategy geared to your business objectives.
Bottom line is that feelings kickstart behaviour.
Whether you are launching a new fragrance or a new website, the brain never lies.
95% of all decisions are made at a subconscious level. Transcending language or cultural barriers, neuroscience adds an accurate and predictive scientific perspective to business. Our solutions include:
Print and physical media
Movies and documentaries
TV Ads & Programs
Retail & Merchandising
Find out how your consumers’ brains respond to your product solely, or in relation to other products or situations. We’ll also guide you in making the necessary changes to guarantee the success of your communications.
Neuromarketing is used to evaluate the effectiveness of vivid imagery in banner advertisements, web pages, mobile applications, video games, website navigation or any form of digital branding.
TV & Video
Do your viewers experience suspense or surprise during your show? What catches their attention? What is the effectiveness of snipes? We will analyze your target viewers’ neurophysiological and cognitive response to any program.
Great photographs require a great camera. In the same way, we use only academic-grade equipment, such as a full-head EEG headset. We apply the latest data analysis methods, to ensure statistical accuracy.
True Impact utilizes functional Magnetic Resolution Imaging (fMRI), Electroencephalogram (EEG) and eye-tracking methods. For the highest level of customer insights, fMRI research provides rich analytics by measuring the blood-flow to areas of the brain that are responsible for decision making.
The benefits of EEG include real-time, immediate readings of brain electrical signals, portability and ease-of-use. Eye-tracking is a complementary method which helps correlate the emotional, attention or memory activity with the visual focus on the advertisement.
True Impact will help you identify the right technology to answer your marketing challenges, and ensure that the results are accurate interpretations of what your customer is saying and feeling.
Functional Magnetic Response Imaging (fMRI)
80% accuracy in predicting behaviour.
Measures a wide variety of specific emotions.
Measures perceived product value and product quality.
Low Marketing risk, especially when combined with eye-tracking.