What you see as an advertiser is NOT what the audience really gets

Complementing survey research with non-conscious tools allows researchers to gain a better understanding of what really drives consumer decisions: emotions, biases and stereotypes.

Introduction

Usually, people remember what impresses them. Therefore, modern ads increasingly appeal to people's feelings and qualities. Such ad campaigns as "We believe: The best men can be" from Gillette, "Find Your Greatness" from Nike and "Giving" from Guinness, which each show the power of being kind without expecting anything in return, are the best proof of that.

According to YouTube statistics, the impact of provocative commercials is huge. Gillette's "We Believe" campaign has more than 30 million views; Nike's "Dream Crazier" has more than 10 million. At the same time, the ad impact is often not obvious and difficult...

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Insights Team
Bray Leino

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