4 neurotests, 215 respondents and measurement of 18 ads

Check out the results of the first neuro test (subconsciousness test) on influencer marketing in the Czech Republic and wider area. The test was conducted for us and the Influcon conference by the research agency Confess.

WHAT WAS THE GOAL OF THE NEURO TEST?

Compare the impact on our subconscious of a TV image spot with an influencer output promoting the same product.

WHAT IS THIS NEURO TEST?

Neuroscience as a field is based on the fact that 95% of decisions are made intuitively and subconsciously, only 5% are rational. Routine purchases fall into that subconscious 95%, which is a major weakness of conventional marketing research. Neuroscience addresses this very shortcoming and measures the immediate reactions of the human body. Specifically, the intensity and tonality of emotions and so-called subconscious activation.

AS PART OF THE MEASUREMENT, WE MONITOR

EMOTION by EEG, which monitors the brain’s reactions while watching commercials and videos.
ACTIVATION by monitoring electrodermal skin activity – indicates attention and subconscious relevance – indicates subconscious interest in the offer.
EYE CAMERA, which monitors where a person is looking while watching a video.

WHAT BRANDS AND PEOPLE WE TESTED

SPECIFIC NUMBERS

IS THE GOAL OF THE CAMPAIGN BRAND AWARENESS OR PERFORMANCE?

While emotions influence recall and brand image, subconscious activation predicts the ability of an ad to move the viewer to action. If it occurs in conjunction with a brand or benefit, it also signals subconscious intent to buy. Its above-average values are common to ads that place in the Effie competition precisely because these ads strongly motivate sales. Now you know how to do it!

A SONG FROM A CZECH SINGER EXCITES EMOTIONS

The song by the Czech singer sold about the same as the TV spot among young people, i.e. 18-30 years old, but the emotions it evoked were half as strong. Welcome, brand forgettability! From now on, young people will only eat the Student Seal.

Play Video

INFLUENCER RESULTS VS. TRADITIONAL ADVERTISING IN THE 18-35 AGE GROUP

SUBCONSCIOUS ACTIVATION LEOŠ

189%

SUBCONSCIOUS ACTIVATION OF NIKOL

140%

SUBCONSCIOUS ACTIVATION OF EWA

129%

WHY ARE LEOS TARGET RESULTS THE MOST RELEVANT?

In influencer campaigns, you always target the audience of the influencer, not the general audience, which is one of the advantages of influencer marketing. We are currently increasing the number of respondents for individual influencers. More information can be found in the article here.

IN CONCLUSION

The study showed quite clearly that the target group of 18-35 year olds responds better to influencers than to traditional TV advertising. The numbers presented would probably be even higher if it were possible to test each influencer’s own followers. Check out the next case study, even a campaign for cleaning products can have above average results.

YOU WANT TO TEST IF THE NUMBERS DON'T LIE?

This research has been fundamental to the field of influencer marketing. It’s proven to work and make sense, so don’t hesitate to try it for your brand.

Let us know! We’ll get back to you promptly.