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Rebox case
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Customer - REBOX service (delivery of food kits with recipes for self-cooking)
Pain point: it is difficult to convey the essence of the service to new customers using classic promotion methods
The purpose of the study: out of 5 commercials to determine the most winning
Sampling: 15 people with an average age of 31 years with different marital status and income levels
Subject groups:
1 - single (5 people)
2 - families and couples without children (5 persons)
3 - families with children (5 persons)
Research results: the best results according to the results of the study were shown by video No. 1; I liked video #4 the least. Best video for each group:
Group 1 (idle) - roller No. 1;
Group 2 (families and couples without children) - video #2;
Group 3 (families with children) - video #3.
Practical application for business: Based on the results of the study, the team launched commercial advertising for the relevant segments of the target audience. As a result, the company received 50 new customers and a 30% increase in revenue.
Period (sec):
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Select area |
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| Positive emotions:
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0 |
| Negative emotions:
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0 |
| Positive emotions peak:
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0 |
| Negative emotions peak:
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0 |
| Summary results for the selected period |
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Select an area for analysis |
Due to the fact that we do not know the goals of your advertising campaign, as well as the specifics of your commercials, we do not generate automatic recommendations for using or adjusting the video. Focus on the challenges you set for yourself and make decisions based on research data. For example, if you want to create a holiday feeling, choose a video with a dominant amount of positive emotions and strong graph jumps. If you run social advertising, there is a high probability that you should focus on the volume of negative emotions.
Analysis of Group Emotion Research Results
Positive emotions
| Groups | Emotion level |
|---|
Negative emotions
| Groups | Emotion level |
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Positive emotions peak
| Groups | Emotion level |
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Negative emotions peak
| Groups | Emotion level |
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Group rating by positive emotions for the video № 5
If your task is to identify the group that is most positively reacts to the video being investigated, then use the results of this table
| Place | Group |
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An example of the result of statistical data processing.
U-Mann-Whitney - p < 0.05
Video № 5
This analysis allows you to compare the reactions of different groups of respondents to one commercial. In case you see that groups react similarly, you can run one ad campaign for these audiences. If the groups are statistically different, then you can choose the group that best suits your goals. For example, if you choose a group that reacts more positively to advertising, then you need to look at the level of positive emotions, the strength of emotional outbursts and choose the group that shows the expected emotions more strongly.
| # | Group 1 | Group 2 | Group 3 |
|---|---|---|---|
| Group 1 | X | Different | Different |
| Group 2 | Different | X | Different |
| Group 3 | Different | Different | X |
Any questions?
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About neuromarketing
If the study is done correctly, including respondents in groups were selected correctly, the sample is homogeneous, the study was conducted according to the methodological recommendations, the primary data were not subjected to changes, the data on the subjects were entered without errors, then the trust the probability will correspond to the level of 0.95 (95%).
There are multiple answers to this question, based on the goals and objectives of the study. But the more you study your target audience, the more accurately you will be able to influence it. Let's single out some important points....