Following an increase in awareness of its value as a market research tool, the past few months have seen brands start to capitalise on the use of neuroscience in marketing. According to global marketing chief of Kimberly-Clark, Clive Sirkin, traditional research methods such as consumer surveys do not provide true insights into behaviour because our responses derive from System 2, the rational, conscious part of the brain. Neuroscience on the other hand shows us how to tap into System 1, the intuitive human behaviour we often use to make consumer decisions.
Neuroscience in Visual Planning: Coley Porter Bell and The Co-operative.
The Co-operative Group is one of several brands we have recently worked with at Coley Porter Bell, using our ‘Visual Planning’ process to tap into the System 1 brain, taking them from own label to ‘Own Brand’.
To access this System 1 way of thinking, we encouraged the Co-operative’s management team to consider their own-label from a different perspective. We asked them to describe the brand in unconventional, irrational terms, such as what the range would be if it were an experience, a season or a day.
We then introduced visual elements to determine the pictures, colours and textures that should represent the own-label range. The process helped the company get into the consumer mind-set before choosing a common platform.
The range was unveiled last August under the strapline Loved By Us. It has already enjoyed double-digit growth compared with last year’s performance. The Co-operative Food has since worked with Coley Porter Bell on Visual Planning for its new in-store designs and layouts.
The Co-Operative Food’s Visual Planning Board
Read the full article here:
http://www.marketingweek.co.uk/analysis/essential-reads/neuroscience-and-marketing-what-you-need-to-know/4011269.article
