Facial Coding is not a Silver Bullet (and there are no silver bullets)

October 17, 2017
Posted by: Abe Rutchick
Michael Sankey and Ken Roberts, in a recent Greenbook Blog (“The Fallacies of Facial Exploring Prophecy Feelings vs Facial Coding”), observe that over a third of Fortune 500 companies are using facial coding for some aspect of ad testing. They note that this news worries them, because “facial coding for ad testing does not predict purchase behavior.” This claim deserves ...
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Identity Politics: A Lesson for Brands

April 10, 2017
Posted by: Jason Brooks
Did you happen to see this recent Pepsi ad featuring Kendall Jenner? Perhaps not, as Pepsi quickly pulled it after widespread backlash on social media ...
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Nonprofit Advertising – Despair or Happiness, What’s the Better ROI?

October 8, 2015
Posted by: Nick Kreider
I spent several years working with Charitable Nonprofits (NPOs) and Non-Governmental Organizations (NGOs), in the field and at the desk, and I can tell you ...
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Ensuring Super Bowl Ads Score

January 29, 2015
Posted by: Brian Smith
If you don’t believe ad testing should guide what you do, at least use ad testing to guide what you don’t do. A minute-long Super ...
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Better Advertising Through Unlocking Emotional and Non-Conscious Reactions

May 8, 2012
Posted by: LRW
Last week we discussed the holy grail of marketing, understanding what drives the non-conscious and emotional aspects of consumer choices.  This week we want to ...
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Understanding the Emotional and Non-Conscious Underpinnings of Consumer Choices

May 1, 2012
Posted by: LRW
Marketing researchers have developed several very good techniques for measuring rational brand connections and purchase decisions, but it is every marketer’s goal to understand all ...
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