Posts tagged Neuro in Practice
Super Bowl LIII ad scorecard: The sacks

So far in this year’s Super Bowl Ad Scorecard, we’ve seen which ads came out on top as well as which ads fell mid-tier when it comes to engaging Canadians at the subconscious level of the brain. In this final installment, will look at which ads made like the Rams’ offensive and failed to get anything going.

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Why explore porn?

There’s overwhelming scientific evidence that our unconscious minds are steering our decision-making. Despite this, there’s a stubborn habit that we humans have – in the marketing industry and beyond – of clinging to both what we know, and what we’ve always done before. In consumer research, that means thinking that focus groups, surveys and digital analytics will reveal true consumer motivation. (They won’t).

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Politics And The Brain - 2018 Ontario provincial election

Voting is one of the most important processes we can participate in as citizens of a well-functioning society. But, before checking that box on the ballot, we have a responsibility to inform ourselves before making a decision. Information on the candidates themselves are plentiful, but we make decisions on more than just facts - emotion and bias also play important roles in our decision-making process.

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Super Bowl LII ad scorecard: The touchdowns

Despite a 7% decline in ratings, advertising spend for last Sunday's Super Bowl LII still managed to surpass more than $414 million, the second highest year on record. With eyeballs dropping and the price to reach those eyeballs rising (average cost of 30s in the Big Game remains well over $5 million USD), there's even more pressure on advertisers to maximize return on this investment.

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Super Bowl LII ad scorecard: The field goals

Super Bowl LII undoubtedly had some amazing ads. Some were excellent at capturing the audience's attention, like Febreze's The Only Man Whose Bleep Doesn't Stink. Others excelled in driving emotional resonance and consideration, like Amazon's Alexa Lost Her Voice. And let's not forget (as if we could) the most memorable spots from the Super Bowl, like Hyundai's hilarious Ref To The Rescue.

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Super Bowl LII ad scorecard: The sacks

In our previous Super Bowl 52 Ad Scorecard posts, we've looked at which ads scored touchdowns when it came to garnering audience Attention, Connection and Encoding. We've also looked at which spots came up just short, "settling for field goals" in comparison to Sunday's top ads. In this final installment, we'll take a look a which brands got sacked by the competition.

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Your brain on LCD Soundsystem

To say that music evokes some of the most visceral emotions we have as humans would hardly be considered a controversial statement. And music fans are often highly opinionated when it comes to what they love or hate. That being the case, Brainsights recently set out on a mission to tackle a controversial question: “How can we determine a band's biggest fan?”

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Polling the subconscious — Hillary's emails

It’s plagued the Democratic candidate throughout the campaign, an issue that Trump has pressed relentlessly to assert his claims of Hillary’s corruption. But is there anything we can learn from neuroscience regarding how much the email scandal hurts Hillary? And what happens now with the announcement by the FBI director of fresh material to consider?

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Terry Fox and the new Canadian identity

Few people have captured the imaginations of Canadians quite like Terry Fox. But is that what their brains say? As a kid growing up in the 1980s and 1990s, the presence of Terry Fox was as familiar and ubiquitous as pizza and donut days at school. Each September, young and old alike lined up to run in Terry Fox’s memory and raise money for his cause (cancer research, a cause to which so many of us have a personal connection). 

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The perils and potential of "going viral"

One year ago this month, Microsoft Advertising released a study exploring consumers’ shrinking attention spans. In it were details of how social media and mobile device addiction were re-shaping how our brains work — how we’re able to pay attention (or not) in the face of proliferating media and consumer technology. Brainsights ran a big portion of that research for Microsoft, measuring the brain activity of more than 100 adults as they performed a range of tasks and consumed a range of content across various screens. 

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Topping the UK Christmas charts

With the big day quickly approaching, the Christmas advertising season is in full-swing. Constant bombardment from every angle, TV, radio, print, you name it, there’s Santa (or some derivative). ZenithOptimedia has recently revealed that nearly £310m will be spent globally this December on advertising, a sharp jump from 2014, whereby £287m was the reported spend. One is then left to wonder, what makes Yuletide content sticky? Furthermore, how can it be quantified and who will take home this year’s bragging rights?

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Manchester United's product is diminishing its brand

The global appeal of Manchester United Football Club is a brand promise of exciting, dramatic attacking football, led by some of the world’s best players and biggest personalities. A lineage that stretches from George Best through to Eric Cantona, Ryan Giggs, David Beckham and Cristiano Ronaldo, the brand stands for success and style, steeped in a rich history of attacking football right to the final whistle.

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