The whole is greater than the sum of its parts
Hybrid research –
implicit and explicit methods combined
The strengths of two established processes complement each other to deliver a holistic view of effectiveness.
Beantwortung zentraler Marketing-Fragen mittels Hybridforschung
Combining both methods enables greater, deeper and more holistic insights in order to draw highly effective and valid conclusions for brand management.
Applications of hybrid research
The method is suitable not only for testing advertising efforts (print/web/radio) but also with regard to packaging designs and product concepts.
Storyboards
Print Designs
Spots / Animatics
Radio Commercials
Claims
Logos and Brand Names
Packaging Design
Print or Web Design
Product Names
Product Concepts
Kooperation von IMW-KÖLN und LUXnet
With LUXnet responsible for implicit measurement and IMW-KÖLN for explicit measurement, two seasoned experts are working in close collaboration.
Implicit Measurement
Explicit Measurement
Implicit Measurement
Implicit Measurement solve
marketing questions by means of functional magnet resonance imaging (fMRI)
The implicit system is observable - fMRI technology enables us to visualize which regions of the brain are active or inactive at any given time.
Activity in certain neural networks of the brain corresponds to specifically defined emotions.
The visual representation using a "spider diagram" illustrates the complex emotional network.
Thus creating the foundation for determining the effectiveness, popularity or any aversions regarding advertising materials.
TV commercials, advertisements, radio commercials and other advertising materials create emotional patterns that can be detected via brains scans (fMRI).
At its core, each study consists of reliable benchmarks for effectiveness, likeability and as an antithesis to annoyance.
effective
Effie:
Award for most effective advertising; campaign leading to revenue increase.
likeable
Goldener Löwe:
Award for popular likeable advertising.
annoying
Bleierner Löwe:
Dutch award for "annoying adverts".
Explicit Measurement
Explicit Measurement solve marketing questions by means of in-depth explorative psychological market research.
Qualitative
Psychological In-depth Interviews
- Gaining deeper insights regarding the advertising material as a whole, as well as individual details such as scenes, persons, etc.
- Addressing triggers and barriers in detail
- Evaluating the performance of the advertising material by advertising event, brand and product event
- Identifying shortcomings
Quantitative
Online Surveys
- Using the validated AdValuator Advertising Pre-Test, KPIs are collated on a statistically sound basis
- Demonstrating the performance of brand and product communication as well as the power to move
- Identifying shortcomings
Hybrid Research
Cooperatively integrating both methods allows for a well-founded, holistic approximation to actual expectations and to consumer der behaviour
fMRI Neuromarketing
- Reliable quantitative prediction of behaviour
- Measuring thirteen brain reactions taking place on an unconscious level
- Scientifically substantiated benchmarking is achieved by testing more than 1,200 commercials regarding efficiency, popularity or aversion
Hybrid Research
- Explains the mechanism and effect of the communication materials
- Offers explanations on "why" the tested stimuli cause reactions among the target audience
- Offers recommendations on optimizing the advertising effect to a T
Explorative Market Research
- Using special explorative techniques, we prompt respondents to describe their emotions, experiences and attitudes
- Offers a qualitative interpretation of fMRI results, eliciting understanding, involvement, brand and product values
- Validated tests such as the AdValuator offer KPI benchmarking regarding involvement, advertising qualities, communication performance and activation on a large scale
... and what can we do for you?
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