NIELSEN CONSUMER NEUROSCIENCE CREATING BREAKTHROUGH CONCEPTS IN A COMMODITY MARKET Using Neuroscience to Guide Creative Strategy Development

THE CHALLENGE Additionally, Nielsen tested the CONCEPT ad’s ability to lift nonconscious CASE STUDY Bob’s Bourbon* faced fierce perceptions of the brand in competition within a highly relevance to the phrases “strong fragmented, commoditized market. flavor,” “smooth and full,” and The company wanted to take their “finest.” regional product to the national level while defining brand Using findings from the study, positioning and maintaining their Bob’s Bourbon was able to narrow premium pricing. In order to guide down the winning concepts – and the development of a TV even key phrases – to guide advertising campaign that would agency work in creative strategy drive national awareness and development. penetration, Bob’s Bourbon sought to identify which messages would THE RESULTS best resonate with consumers and help them obtain their goal. The resulting ad led to an 11.0% THE SOLUTION increase in dollar sales, a 0.3 point increase in market share, and a 1.5 Bob’s Bourbon reached out to point increase in market Nielsen Consumer Neuroscience penetration. In addition, the ad won *Bob’s Bourbon is a fictional brand that was to help them develop winning a prestigious award for excellence created to represent a study that has been positioning and find the “right” in market research! blinded for client confidentiality words for their ad. Using EEG based neuroscience tools, Nielsen By leveraging consumer was able to measure emotional neuroscience and collaborating engagement of various ad with Nielsen, Bob’s Bourbon was concepts. able to achieve national brand goals through the development of emotional engaging advertising that conveyed key brand messages.

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