Neuromarketing in practice

Why emotionalized products sell better.

It is worth embedding, packaging and presenting the inner values of a product in such a way that customers covet it at first glance. It works because we humans go through life with a comparative brain. This means that we subconsciously compare all options – and thus all products– with each other. Product features, sensors, design and packaging play a major role in this respect. In addition, the product experience itself and the way a product is presented should be emotionally a perfect match. Otherwise, you run the risk of triggering an emotional mismatch, which is poison for your client experience and for your business. By the way: An emotionally perfect presentation is also – or even more so – worth gold for intangible services and B2B products.


Content overview:
1. Farmer (LANDI) >
2. Coffee relaunch for food multinational >
3. Emotionalize your product too >


Case 1: Farmer (LANDI)

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1. TASK
Concept: Repositioning of the LANDI proprietary brand “Farmer” incl. development of an emotional value proposition as well as a packaging concept for profiling and differentiation.

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2. INSIGHTS NEUROMARKETING STUDY (EMOCOMPASS®)
• The consumers’ emotional desire varies depending on the beverage category
• All beverage categories are driven by emotional desires for “refreshment” and “naturalness”
• LANDI as a brand, however, triggers also other emotions not desired for the beverages
• This results in the challenge: How can Farmer stay close to Landi and still trigger only the desired emotions relevant to beverages?
• Other relevant neuromarketing topics:
• The new brand / new packaging should look “consumer-oriented”
• …and it should reflect value (without exaggerating)

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EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

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3. SUCCESSFULLY EMOTIONALIZED PROPRIETRY BRAND FARMER
Alte Farmer Getränke-Welt vs. neue Welt


Case 2: Multisensory development of a coffee relaunch for a food multinational

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1. TASK
To make an existing coffee brand to appeal to the entire sensor system (mouth feeling, visual impression, aroma, taste) and bring it closer to the country-specific emotional desire (Gold Standard) of consumers from France and Germany.

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2. INSIGHTS EMOCOMPASS® STUDY
• The perfect coffee crema in France is “strong”, “nuanced” and “lovely”
• The perfect coffee crema in Germany is similarly profiled – but the emotional aspect “lovely” is even more strongly represented
• The sensory impressions of the examined, existing coffee are too far away from the respective Gold Standard and emotionally too diversified

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EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

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3. SUCCESSFULLY EMOTIONALIZED SENSORY RESPONSE TO COFFEE
• Development of country-specific multi-sensor visualizations for the product development department
• Excerpt of the detailed briefing on the ingredients, to achieve the desired emotional effect via the different sensory impressions

Case länderspezifischen Multisense-Visualisierungen der Kaffee-Sensorik


Emotionalize your product too

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