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Different vendors hotly debate the importance of sample size Neurofocus, Innerscope etc – typically 20-30 Emsense – typically 150 Smaller samples usually defended by argument that the multiple measurements from biometrics boost statistical power, so large numbers not needed BUT – assumptions are flawed Emotional responses to brands/ads DO vary widely across the sample In ad testing, the stimulus itself varies over time so per moment, far fewer measures are taken than claimed We therefore would prefer larger samples and trade-off depth
Joel and his colleagues have worked in academia for many years, refining ways of probing the implicit processes which underlie responses to day to day life – people, brands, political figures and so on. We’ve collaborated on two very well established methods, which we can use to indirectly probe for the ideas and feelings evoked by brands or ads. One they’ve termed neural network mapping, the other is a method of assessing gut level emotional response. We’re going to focus on the former, which uses people’s reaction times on a specific task to identify the ideas that get evoked by a brand or ad. So if you think of facebook, certain ideas might be evoked – friends, community, for instance. Some of which you will be able toverbalise easily, some of which, you may not – like a sense of belonging, or self esteem. This method allows us to probe for these associations without asking a direct question.