After the famous dress stunt here are a few examples that again demonstrate how our brains interpret the images that hit the retina. The clear message is not just about deceiving the brain, but that there is a lot of ‘processing power’ that goes on before we develop the final image. There is no ‘RAW’ unprocessed image!
Although Neuromarketing I believe will not provide the complete picture, it is surely going to influence our perspective on traditional research methodologies and make brands much more adaptive to shopper needs
An excellent example of how we are easily influenced and manipulated to pay extra for services. Basic behavioral economic theories – anchoring and default biases are almost imperceptible nudges being increasingly used to get the customer to pay more.
A few weeks ago I posted some research done on this ad. From the neuro-science persepctive this was a big hit that grabbed the attention in no uncertain terms. On the other hand some focus groups and in depth interviews had shown it to demean women and destroy the reputation of the brands. Well’ it seems that neuroscience proved right. Will we see a break away eventually from the noose of the focus group?
I’ve found this really good article that long held perceptions of pricing strategy are increasingly outdated or irrelevant in the world where we pay with cards rather than cash. Clearly there are still historical behaviors that determine our choices, but as a new generation of digitally savvy consumers predominantly shop without using cash some of the older patterns like getting change back for a purchase become obsolete.
It will be interesting to see where Tesco will cut. Personally, I think it is obsolete for electronics, home appliances and DIY off the top of my head. If you scale down Tesco to the core business though, as Mike Anthony indicates, then it’s running head to head with the biggest threat of Aldi and the discounter. As we have to work harder and longer for the same money (most of us), time becomes increasingly important. I know I can have a shopping journey in Aldi at least 10 minutes faster than I can in Tesco. A question that arises is whether the hypermarket format is obsolete?
Here’s a rather interesting article by Simon Hathaway at Cheil that outlines the challenges faced by advertising agencies as they face a future of an every channel matters world. It seems that we’ve spent the last twenty years creating increasingly complex structures in the specialisations of the agency world, and now we ask where the ‘big picture’ people are within the agency world. Those akin to conductors of an orchestra.