Adding 'E' Quotient to Brand Measurement

With the influx of brands kick-starting daily along with all the existing brands striving to remain relevant in their respective industry, marketing has never been more competitive than ever today.

The digital and technological world has advanced, so has the tools and methodologies of research, delving deeper into the consumers’ sub-conscious level. Stratzie has developed an innovative brand tracking measure, utilising #neuromarketing methods on top of traditional methods of research.

To clarify exactly what Stratzie DBE Index is, why it is needed and how it benefits brands in the market, our Master Storyteller Siti Wajihah has developed a concise Q&A. It's all about adding 'E' or 'Emotional' quotient to brand measurement.

Q: So, what exactly is #StratzieDBEIndex?

Waji:That’s a good question to begin with. It is a single measure that tracks consumers’ emotional impact on the brand. It stands for Stratzie Digital Brand Engagement Index. This measure is a combination of #neuromarketing (e.g. #facialcoding, #EEG, #fMRIetc.) and traditional survey KPIs.

Q: Why now the talk of consumers’ emotional connection with brands?

Waji:This is the digital and social age. And content is the key driver in customer communications. In that respect, how do you measure the depth of #customerliking With the advent of #neuromarketingmethods, there’s a big opportunity for the brands to measure the depth of customer emotion.

Q: How is it effective for different client brands?

Waji:The innovation is that you don’t need a large sample size to conduct brand measurement studies. Yet, the samples are sufficient enough for extrapolation of findings that in turn can be representative of the population at large. And this is due to the advancements in machine learning and #artificialintelligence algorithms.

Q: What kind of outputs can brand marketers expect?

Waji:Firstly, there’s a single measurement for brands as per category, country, region etc. It takes into account the data from #neuroscience and traditional surveys. In addition, there are biometric outputs like heatmaps, correlation maps etc.

Q: Who can participate in this tracking study?

Waji: Any brand, big or small, can participate in this study.

Q: Pricing-wise, what is the cost in order for a brand to participate in this study?

Waji: The study is customised for each participating brand and therefore the costs vary. Please send inquiries to info@stratzie.com and we will respond swiftly.

Branding with the Brain – Importance of Neuromarketing

Branding seems to always focus on the creative aspect when it comes to promotion. It’s all about what people want to see or how a brand is aesthetically pleasing in its image. So the time is spent mostly on trying to construct a visual that is captivating or how to make an advert or a product package memorable and unique.

Well, that is exactly the point. You look at the artwork but instead of expending your thoughts on how to create an eye-catching visual, why not shift your angle a little bit. Look at how you’re going to create an artwork that swiftly attracts your target audience. This is where science comes in. To be more specific, #NEUROSCIENCE.

The relevance of #neuromarketing

Instead of conducting dip-stick surveys and relying upon /guesstimates’ you may use neuroscience to your advantage. #Neuromarketing has been used since the 20thcentury, however, with the advent of #artificialintelligence and machine learning technologies to retrieve subconscious data from consumers, this research method has gained rapid traction.

I’m not saying that traditional methods should be discarded. NO. What I’m suggesting is to extend your methods of research to get an even more comprehensive and super solid data with neuromarketing methods. So you’re not just tackling the surface, you’re diving deeper into the consumers’ #subconscious. The mind and the emotions. When research agencies combine strategies that appeal in the logical and emotional level, recent studies have shown that it’s been proven very successful.

How does #neuromarketing work?

Biologically, our brain responds to certain stimuli. With neuromarketing technology, researchers can detect and record the brain’s response to know what emotions are triggered when exposed to certain stimuli. The emotional state of mind viz. happiness, sadness, disgust, anxiety, sceptisim and surprise are recorded as biometric data, hence, neuromarketing enables companies to adapt their branding stratagems to psychologically influence consumers.

Why is #neuromarketing crucial?

According to Harvard Professor, Gerald Zaltman, he highlighted that 95% of purchasing decisions are subconscious. His research indicated that purchasing decisions aren’t solely made by comparing competing brands and price points. In contrary, it’s the emotions. In general, most decision making purchases are driven by urges from the emotions.

This means that the emotions play a very crucial role in ensuring a comprehensive and substantial data and result. Missing this #humanistic aspect of research approach equates to a huge potential loss of unacknowledged data, resulting in a #lacklustre outcome.

A valuable application of neuromarketing is in “focalism effect” or “dependence effect”. If, for example, you are looking at two flight bookings which are priced similarly, but one offers a free checked-in 20 kg baggage plus a complementary meal-box, then you are much more likely respond to the offer that provides freebies. You will more than likely not explore more detailed features nor you are going to evaluate the flight bookiings without the freebies.

That is why it’s important to KNOW the emotional responses of any advertisements or creative content in marketing. Your logos, advertisements, videos… how does it make your consumers not only remember but FEEL? What better way to engage with your consumers other than by emotions?

This post has been prepared by our Master Story Teller, Siti Wajihah