Australian neuroscience offerings expand

Millward Brown has joined Nielsen in offering neuroscience to clients, a move welcomed by smaller firms looking to gain awareness among brand owners.

Daren Poole, who is heading up Millward Brown’s neuroscience program in Australia, tells Marketing magazine that neuroscience will be offered in combination with its other research practices.

“We’ve always had a really good understanding of how the brain works and how it makes decisions, so now we’ve just got another tool in our toolkit,” he says, “a further way of understanding what communications does.”

Millward Brown have been rolling out the program across the world, and Poole thinks it can work in most markets.

“I think it’s worthwhile in almost any country,” he says. “The fact that we’re rolling out in India and China just speaks to the fact that it will give us deeper and more sensitive insights, and help Australian organisations apply it to their marketing campaigns.”

But while Millward Brown may claim to be launching neuroscience in Australia on its largest scale yet, neuroscience in advertising research has strong roots in this country. Melbourne company Neuro-Insight, led by Richard Silberstein, have been pioneering communications neuroscience research for over five years. Nevertheless Peter Pynta from Neuro-Insight welcomes both the involvement of Millward Brown and Nielsen, who launched a joint venture with leading global neuromarketing company NeuroFocus earlier this year.

“It’s a good thing. We’re hoping with all their pizzazz that they draw attention to the area. They have finally accepted the face the fact that neuroscience is going to take their standard link test and make it better, they hadn’t done that two or three years ago,” he told Marketing magazine.

“When integrated with the traditional techniques of question and answer, it fills in so many of the important missing elements that help us understand why advertising works.”

Pynta warns that neuroscience in communications must be thorough, however, and should analyse many aspects of the brain’s activity.

“The most important neural measures for an advertiser or marketer to be aware of are the measures of memory and the validated link between memory and consumer behaviour. You need that recognition of the message for effective communication.

iMedia interviews: Peter Pynta, director, Neuro-Insights

Peter

Peter Pynta, director, Neuro-Insights

Now that the dust has settled on the iMedia Brand Summit, and the shenanigans of two days in the Blue Mountains are bleary-eyed memories, we can officially bring you our series of exclusive video interviews with delegates and speakers alike.

During the two days of the summit, marketingmag.com.au and Viocorp, Australias leading internet broadcasting company, came together to record 14 video interviews with some of Australias leading marketers, researchers, agencies and technology providers.

Snack on this video and the others listed in the Related Articles in the right-hand sidebar, and then tuck into the comments section for dessert and tell us what you think of the interviewees answers.

See the complete list of exclusive iMedia Brand Summit video interviews.


What do you think?

  • Have you used neurological insights in your marketing? How? Was it beneficial?

iMedia Brand Summit exclusive video interviews

When you get the chance to attend an event like the iMedia Brand Summit, you need to grab it with both hands, and that was true of everyone that has spent the last three days in the Blue Mountains. But for all those that came along for the ride, there are many more who couldnt attend, and theres nothing marketingmag.com.au hates more than marketers feeling left out.

Thats why we partnered up with the iMedia Brand Summit and the talented and endlessly entertaining guys at Viocorp to bring some of the Blue Mountains marketing gold down to marketers across Australia. Over the next couple of weeks well be showcasing some of the keynote presentations from the event, with commentary and posts from the presenters. Well also be bringing you loads of great short video interviews from speakers and delegates, with the help of Viocorps video wizardry.

On Monday, youll get a chance to read all about how Twitter brought an added dimension to the summit proceedings, so drop by then and get ready to feel included again!

The unofficial tag line for the summit was fun but focussed and the teaser video that went out before the summit is a good example of what happens when marketers get together. So as well as asking the speakers and delegates questions about the marketing insights being discussed at the summit, we also threw in a curve ball. So get ready to hear some of Australias top marketing minds answer the the burning question:

Somewhere deep underground in Europe protons are being smashed together to create black holes. A black hole has opened and youve got 15 minutes left before you get sucked into the void – what do you do?

Stay tuned for the results and more great content from the iMedia Brand Summit.