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Marketing

Traditional marketing is dead, let’s focus on value and growth!

We quantify unconscious attitudes and grow your business

Do you prefer Coke or Pepsi?

A processed or a natural product?

A brand represented by a white or black spokesperson?

Do you really know why your leading brand is losing share and how to recapture it?

Most current marketing and strategy approaches give an answer to these questions, but it is incomplete. It only surfaces the top of the iceberg of consumers’ attitudes and can lead to make wrong decisions. People may be for instance unwilling or unable to share with you that they prefer an unhealthy product. Decision makers might make wrong assumptions while building their strategy. By integrating the lastest breakthroughs of cognitive sciences, our innovative tool Emotrig™ enables to quantify and trigger consumers’ emotions and attitudes even when they are unconscious. We can help you develop the most adapted products and services, along with the most effective marketing strategies to best trigger emotions to capture and retain consumers.

Why should you use our approach?

Traditional marketing is dead, let’s focus on value and growth!

Focus on value and growth

The current paradigm of marketing is dead. Some surveys mention that many CEO have a perception that their CMOs lack business credibility and capacity to generate business growth. Why is this perception growing? First, with the current economic slowdown, CEOs are tired with costly marketing campaigns whose impact on consumers cannot be measured by quantitative KPIs and remain open to interpretation. Second, consumers are now overloaded by information and advertising spanning from multiple sources. It implies that if consumers know what they want, they will find by themselves information on the web or through friends and if they don’t, they will follow their impulsions and emotions without making the same type of intellectual effort to understand marketing messages anymore. In other words, marketing can have less and less impact on their conscious system of thinking (system 2), and more and more on their emotional and unconscious system of thinking (system 1). Consumers are also reluctant today to share their real preferences in marketing surveys because they are tired of making the effortful introspection of identifying their desires. They also become afraid of sharing potentially controversial preferences related to sexuality or ethnicity for privacy concerns. Third, traditional marketing methods tend to only focus on the conscious way of thinking (system 2) and often fail in measuring the emotional impact of their ad, latest product innovation … on the unconsciousness of consumers which is yet a significant lever of valuable growth.

Triggering and quantifying emotions of consumer is the challenge of the marketing of tomorrow.  Social networks, buzz, viral marketing, word-of-mouth, big data… are the domains of digital marketing.  Consumers are sensible to these messages because it is not a brand which overloads them with irrelevant information; it is a friend who helps him or her to find the dream bag. Moreover, the huge quantity of data collected online helps identify precisely the steps of purchase decision-making and the behavioral impact of marketing campaign. Digital marketing seeks to understand the consumer by gathering information about his / her behavior. The main issue is that it is especially effective once the product is developed, available to a significant number of consumers and that thus a significant amount of money has been already spent. That is why digital marketing has to be completed by an insight perspective of the consumer based on his beliefs, attitudes and emotions rather than his behaviors.  That is a goal for instance of the emerging neuromarketing.  Thanks to highly sophisticated neuroscientifical device such as EEG or fMRI, neuromarketing can measure the cognitive impact of marketing on the explicit and implicit consumer brain and predict its behavior. Though the potentialities of the latter are huge, it suffers from small experimental samples because of high costs, problems of tractability as most neuroscientifical devices can only be found in universities and hospitals and finally a real ethic issue as the method is forbidden in many country. That is why we have developed a new approach that allows capturing the unconsciousness of consumers leveraging the online IT tool, Emotrig™. This very innovative tool is built on a complex algorithm developed in collaboration with researchers in cognitive science and from prestigious American universities. Emotrig™ enables you to quantify the impact of your marketing message on the implicit attitudes of consumers by mobilizing a very large and diverse population.

Digital and cognitive science at the roots of the marketing revolution: will you stay ahead?

Technology in the hands of businessmen

Our consulting approach, leveraging sophisticated analytics and our innovative tool Emotrig™, measures the emotions of your consumers to better predict their needs and behaviors

Traditional marketing tests often fail in capturing attitudes that consumers do not want to share with them because they are controversial, such as their preference for a white over a black spokesperson for advertising a specific brand or because they are simply unconscious of their attitudes such as the sexual attraction of a perfume.  That is why our consulting approach targets both the consciousness and the unconsciousness of consumers (system 1). To do so, we have developed in partnership with prestigious universities to develop the tool Emotrig™ which appears to be a better behavioral predictor than traditional marketing tools for both conscious and unconscious attitudes of consumers.

What does  Emotrig™ bring to you?

What does  Emotrig bring to you

 A scientific and quantitative measure of consumer attitudes

 The quantitative evaluation of your impact not only on the consciousness but also on the unconsciousness of consumers

 The capture of controversial and unconscious attitudes of consumers on top of explicit attitudes

 A tractable online tool that can gather a very large and diverse population

 Precise results by isolating selected parameters

Our services

 

marketing

branding

brand-stretching

consumer-bahaviour

Advertising-Effectiveness

Packaging

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