IIeX Forums 2015: MMR Overall Takeaways

Three representatives from MMR Research attended the IIeX Behavioral Marketing and Nonconscious Measurement Impact forums in New York City on November 9-10 to learn from a diverse group of suppliers and client-side marketers and researchers about leveraging behavioral economics principles in:

 – brand building,

– shopper and digital marketing,

– new product development, and

– marketing communications.

One of the more informative sessions was a client panel discussion on the future of applied neuroscience. Clients from three different industries discussed the efficacy of various nonconscious measurement techniques, some of which have proven to be more useful than others. For example, eye tracking, implicit association, and qualitative techniques have been generally applied with greater success than other techniques such as facial coding, EEG and biometric techniques.

These methodologies are evolving rapidly; perhaps the most rapidly changing area is in Advertising development and impact, where eye-tracking is making clear headway, and facial coding holds fascination for many. All presenters agreed that as an industry we need to continue experimenting with the techniques and develop best practices.

MMR’s overall takeaways from the conference:

 – There is NO consensus yet on many aspects of this area (e.g. there were some side discussions about whether the “fast explicit” techniques touted by some suppliers even qualify as approaches to non-conscious measurement.)

– Not surprisingly, there is a gap on the supplier side between ability to generate information and ability to turn the information into recommendations that can apply to decision-making

As well, Clients and Suppliers alike continue to be in learning mode, and are at different stages of adoption. We’ve seen this with our own clients. For example, one long-time client admitted that she needed six months (and EIGHT pitches) to agree to get started with behavioral research. For some clients, the best way is to start small, integrating these new methodologies into qualitative or quantitative studies. Or, consider tackling topics where other methods have already proven to be insufficient, so NEW learnings would add NEW insights.  MMR is excited about these evolutions and helping our clients evaluate their applicability to upcoming studies.