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)
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.
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)
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.
3. SUCCESSFULLY EMOTIONALIZED PROPRIETRY BRAND FARMER
Case 2: Multisensory development of a coffee relaunch for a food multinational
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.
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
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.
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
Emotionalize your product too
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As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.