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Tag Archives: neuroscience
How Can Neuroscience Work For You?
For over 60 years, the European Society for Opinion and Market Research (ESOMAR) has set the standard for market research around the globe through “encouraging, advancing and elevating” members of the market research industry, in addition to creating codes of conduct for participating members. As the market research world has changed over time, ESOMAR has created new guidelines for the different methodologies, along with lists of questions to ask consultants before investing in research with an organization.
In June of 2011, ESOMAR led a seminar on the subject of neuroscience, in recognition of the need to help market researchers understand when and how to use neuromarketing technologies. Similar to the “26 Questions” which helps researchers determine whether an online sampling approach is appropriate, ESOMAR has created the “36 Questions to help commission neuroscience research“. Be sure to read through guide and make sure your market research consultant can answer these questions before conducting research with them.
David Forbes Wins ARF Great Mind Award
Dr. David Forbes received an ARF Innovation award certificate Wednesday night, 3/28, at the 2012 ARF Re:Think Conference in New York. This award recognizes development of the most innovative research ideas.
Every year, the ARF celebrates outstanding research minds in the industry with Great Minds Awards. “It is an honor to win this award,” said David Forbes, CEO of Forbes Consulting. “This recognition reinforces the need to push the envelope in market research – to recognize that emotions are critical motivators and yet rarely researched.”
David Forbes won this prestigious award for developing MindSight®, a proprietary applied neuroscience technique that delivers authentic insights from the emotional brain by tapping the subconscious emotions driving consumer behavior.
The “Thrill of the Chase”…
NielsonWire recently reported that the “best-liked ads of Q3 2011 depict the pursuit of love”. According to Nielson, the appeal of ads like this one
from Chevy (which was the #1 new Q3 ad most liked by women), is the “thrill of the chase.” These findings from Nielson are based on respondents liking an ad “a lot.”
This stated measure obviously provides useful information. Yet, studies where techniques like MindSight® are able to get at information beyond what the respondent reports in standard question batteries, reveal that there may be a whole other world of emotional information we are often missing.
Video in particular is a medium quite adept at inspiring emotion. We sit on the edge of our seats when the detective is about to name the culprit in a murder mystery, or jump when a ghoul pops out during a horror flick. In the ad from Chevy, there is a feeling of suspense as the “marry me” banner flits by in the background followed by chagrin when we realize the girlfriend has missed it.
In fact, in their report Nielson notes that the underlying theme of the most popular ads seems to be an emotional one, a “thrill.” Thus, how much more powerful would it be to find out what a respondent’s emotional reaction to and feelings about an ad might be in addition to how much they liked it?
Learn more about MindSight
Start Spreadin’ the News
“We’re gonna make a brand new start of it, And if we can make it here, We can make it anywhere…” MindSight’s® official launch was posted for all to see in the bright lights of Time Square. We think it’s “…the king of the hill and the cream of the crop” and we’re very excited to share this ground breaking neuromarketing tool with world. There is no better place to start than old New York, New York.
Dr. David Forbes Presents at PMRG
On October 18, 2011 at the PMRG Institute David Forbes, Ph.D., presented “Accessing the Emotional Brain: Non-Verbal Motivational Mapping.” In a well-attended session, Dr. Forbes discussed MindSight®, Forbes Consulting’s revolutionary technique for accessing and explaining authentic respondent emotions in qualitative or quantitative research. The talk included a case study showing MindSight® in action in a physician research study where MindSight® uncovered important emotional areas that traditional research techniques – including projective techniques – had not. MindSight® then helped identify the positioning statement that best spoke to these dominant emotions. The session concluded with a live interactive demo involving members of the audience utilizing MindSight® , allowing audience members to witness the technique in action.
It was an honor to be part of the PMRG Conference and we look forward to working with the organization in the future.
Dr. Forbes discussing the MindSight Discovery Window.
Detail of The MindSight Discovery Window.
