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what increases attention paid to adsAdvertisers and researchers do a lot of testing to determine how effective their advertising is prior to launching a campaign or message. We look for ways to get inside consumers’ heads, and as technology improves, we are afforded interesting glimpses into how consumers process information and make decisions. As my colleague Rajan pointed out in his blog different areas of the brain lead to different types of decision-making. Nobel Prize winner Daniel Kahneman posits that human thinking can be classified into two forms, System 1, which operates automatically, and System 2, which requires mental effort (I paraphrase). Jonah Lehrer, author of How We Decide asserts in his blog “Our best decisions are a finely tuned blend of both feeling and reason and the precise mix depends on the situation. When buying a house, for example, it’s best to let our unconscious mull over the many variables. But when we’re picking a stock, intuition often leads us astray. The trick is to determine when to use the different parts of the brain, and to do this, we need to think harder (and smarter) about how we think.”

With all of this exciting work being done in the field of neuroscience and behavioral economics, I wondered what kinds of answers we would get if we simply asked consumers directly what they think motivates them in considering advertising. Do they believe they respond to characters like the Geico gecko? Or is it really just a function of what they need at the time?

magical_eyeThere's a lot of discussion today about the researcher as story-teller. Most of it has to do with the choices we make as analysts - what to focus on and what to discard; all important stuff.

Ultimately, however, we have to step up and tell those stories and good visual display is critical to that effort. Too often we fall short of effective in this area, and that's a problem. Market Researchers are fighting everyday for respect, but we'll never get it if we can't communicate the good (or bad) news we have to tell about brands and products and customers. To quote "Information Is Beautiful" author David McCandless from a recent interview in "Research:"

...everything you create now design-wise is competing with everything else that everyone ever looks at. So market research stuff is looking worse and worse as time goes by, because the web and good design are becoming more and more of a daily experience for people.

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  • Ed Olesky
    Ed Olesky says #
    Thanks for this very good advice. I've often talked about the need for the market researcher to stand with one foot outside the m

Why MasterCard Ads Are Priceless

Posted by on in Advertising

You remember the MasterCard "Priceless" ad campaign, don't you? It first ran during the 1997 World Series.

"Two tickets: $28. Two hot dogs, two popcorns, two sodas: $18. One autographed baseball: $45. Real conversation with 11 year old son: Priceless."

It was an ad campaign that was so successful that it helped MasterCard move from a distant second to near parity with Visa. The question is, why? What was it about that ad that was so powerful, asked researchers Jeffrey LoewensteinRaj Raghunathan and Chip Heath  (who is incidentally a co-author of the best seller Made to Stick). What they found holds lessons for companies looking to create successful ads.

Tagged in: Advertising

Ads About Nothing (Relevant)

Posted by on in Advertising

They look beautiful on screen or on a page. Almost like watching a short, artsy film. But it is an ad and though you know who it is for, it doesn’t say anything about the positive attributes of the product. American Express is particularly good at this. Are such ads useful or a waste of money? Two of our friends at Yale, Dina Mayzlin and Jiwoong Shin investigated this phenomenon and came to some very interesting conclusions.

Tagged in: Advertising

How to Make Better Ads

Posted by on in Advertising

When you leaf through a magazine what of advertisements make you stop? It is not an easy question to answer as so many variables are usually involved. To tackle this question a group of researchers used unique eye tracking data and innovative measures of visual complexity and were able to develop recommendations for making ads that are more attention-getting.

Tagged in: Advertising

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