Millward Brown Neuroscience Role Direct Mail

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Millward Brown: Using Neuroscience to Understand the Role of Direct Mail

I have been following the new area of neuroscience for quite some time now but I just came across the below Millward Brown white papers which provide a short and sweet overview of the field and offer some great insight into the opportunities of this new technology which all marketers should be aware of.

Most marketers have probably heard the term 'respondent bias' before and it's used in a lot of different ways but ultimately we're saying that people are biased thus skewing research results which is nothing new. Now neuroscience takes this to a whole new level by basically saying that people would not even be able to properly express their feelings and attitudes even if they wanted to (i.e. in a focus group or survey environment) and that observation is the only way to produce reliable unskewed results.

Companies have been using*eye-tracking*as a means of observing consumers for quite some time now but neuroscience has now added the brain scan to the marketers research toolbox. Check out the below point of view on neuroscience as well as the UK Royal Mail case study which provides some pretty interesting insights.

This research strongly suggests that greater emotional processing is facilitated by the physical material than the virtual.
The above is probably a bit of a blow for most digital marketers but really not that surprising if we think about it - obviously tangible advertising material will be able to create more engagement thus having a higher*likelihood*of generating an*emotional*response*but even if we canot replicate this online we can at least try to get close by using video, rich media, etc.

Download now or preview on posterous
MillwardBrown_CaseStudy_Neuroscience.pdf (644 KB)




Download now or preview on posterous
MillwardBrown_POV_NeurosciencePerspective.pdf (807 KB)





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