In their presentation, Emilie and Alison described how innovative new technologies can complement traditional primary market research techniques to provide a truer, multi-dimensional picture of how marketing communications perform with the target audience in a post-pandemic era.
In addition, they explained how a new, behavioural science led approach to communications research can take into account both instinctive and considered thinking as well as other behavioural biases to provide a more holistic evaluation of marketing materials. Furthermore, they outlined how each of the various components of this new approach offered complementary benefits for a recent Janssen project to evaluate creative concepts.
Finally, to demonstrate how the approach works, they shared AI analysis of recently award-winning pharmaceutical marketing campaigns to show why “Attention Matters” and highlight how some of those campaigns could have been even further optimised.
If you would like to find out more about our presentation as well as our new approach to communications testing , please contact us using the below form.