Our work with Firm X (we selected to maintain the title and different particulars of the case examine nameless with a purpose to defend shopper confidentiality) was an in-depth investigation into the true predictive energy of Neuro-Perception’s metrics.
Beginning in December 2013, we pre-tested over 20 advertisements for Firm X. On the similar time, Firm X was doing analysis of their very own utilizing econometric modeling to take a look at the precise market affect of the assorted executions. This provided a novel alternative for comparability between the 2 methodologies to grasp the predictive affect of the Neuro-Perception method.
We got down to correlate mind response knowledge with Firm X’s Combined Advertising Mannequin (MMM) “Direct Effectiveness” measure, somewhat than with ROI. ROI is inevitably impacted by the price of media at completely different instances of yr, for instance, whereas the effectiveness metric is adjusted to take this into consideration.
There have been 17 advertisements for which we had each Neuro-Perception knowledge and Firm X’s MMM effectiveness numbers. We extracted the suitable numbers for the advertisements after which entered them onto a spreadsheet permitting us to discover how they correlate, individually and together.
To know correlations, we needed to begin with what we already knew: one of the best correlation would seemingly contain emotion and reminiscence. We knew from our educational analysis and former industrial correlation work that reminiscence encoding — particularly left mind encoding at branding moments — has a excessive correlation with gross sales efficiency. Nevertheless, for campaigns targeted on creating new emotional associations, reminiscence alone doesn’t inform the entire story. We due to this fact set out to take a look at emotional metrics together with reminiscence.
In finishing up the correlation work, we checked out a spread of Neuro-Perception metrics alone and together. Our place to begin was to take a look at left-brain reminiscence encoding at branding moments, specializing in peaks of response. By peaks, we imply moments when the pace of processing in that mind area shoots up and creates a peak within the knowledge. Probably the most impactful peaks, after all, would fall when branding is on display. Subsequent, we factored in peaks of emotional depth and added a remaining layer, the extent of lean-in responses (a.ok.a. any optimistic, approach-like response to the content material).
Our combined metric equation turned:
(2M + E) * A
the place M is the variety of reminiscence peaks that function the model, E is the variety of peaks in emotional depth, and A is the common degree of the lean-in, method response.
In the long run, we discovered an 86% correlation between our metrics and MMM displaying the true predictive energy of the unconscious thoughts.