Top Stories - how brain and heart react to a spot? [ 2014-02 - 13] - Upv
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How does the brain react to a commercial?
And the viewer's heart?
This research tries to answer to these questions.
European Laboratory for Immersive Neurotechnology of LabHuman of the UPV
and Heineken Spain are taking part in it.
The work is part of the Heineken Spain and UPV LabHuman Chair,
that both institutions promoted a year ago.
As a result of the Chair, we have started secondary projects,
which are direct applications from neuromarketing studies
given as solutions for Heineken's demands.
I must stress that the Chair results are highly applicable.
One of the areas of the study has been to compare and evaluate
cerebral and cardiovascular reactions, visual attention and gestures of people
during the showing of a Heineken commercial.
The most important thing is to work on projects
that can turn into business tools, which we are achieving.
First, there is a basic research phase,
in which results of technics are validated and applied
to the perceptions of human behaviour by LabHuman.
After that comes what is, for us, the most interesting and challenging:
having business tools;
projects that can be a competitive advantadge for us.
To date, researchers have proven
that human beings have clear patterns
when brain response and visual attention are analized together
during audiovisual commercials.
This could increase the TV commercial efficiency.
Of all the stimulus generated by the commercial,
we can see which are the main parts
that are causing favourable cognitive processes in the audience:
like the activation of short or medium-term memory,
processes that increase the motivation or help to release the right message,
if it is a more or less emotive message...
That's how the study can help. Which means it also helps
to optimize the commercial's length.
We know exactly which frames and diagrams
cause a spike related to the advertiser's message.
This helps to redesign the advert in many ways: length, content, etc.
Another study has verified the utility of 3D technologies
in consumer behaviour research.
The study has tried to prove, quantitatively,
that our perception of a product is the similar,
no matter if it is a virtual 3D image or the real thing.
In the past, we often used this experiment
in other industries, such as furniture.
But we want to verify that,
when an observer is seeing or handling a virtual object,
in this case, a Heineken product,
and when they handle a real product, for example, in a supermarket,
they have the same, almost identical, reaction.
UPV Heineken Chair began in January 2013.
Besides R+D activities, the Chair does
training, dissemination and transfer of knowledge,
in technologies and neuroscience
applied to communication, distribution and consumption.
