Why do viewers flock to Patryk Vega's films in crowds?

Why do viewers flock to Patryk Vega's films in crowds?

Why do viewers flock to Patryk Vega's films in crowds?

To check this, we did a neuromarketing study of viewers' reaction to a movie trailer fragment.On the video we present an illustration of the study for one of our respondents - Magda, which perfectly shows the three most important factors determining the power of attraction of Vega films.

Valencia - a successful brand development strategy

Valencia - a successful brand development strategy

Over past decades, Valencia has become one of the most important holiday destinations in Spain (both for the domestic and foreign market).Road, rail connections and direct flights have made the journey to Valencia easier and quicker, however - what provides Valencia strength is the reconstruction of the former Turia river area.

From mechanical bees, artificial intelligence to Social Security, Black Mirror series are very good at showing the future.

From mechanical bees, artificial intelligence to Social Security, Black Mirror series are very good at showing the future.

In a few days premiere of the 5th season of the Charlie Brooker series "Black Mirror"."Black Mirror" perfectly shows the threats resulting from the development of modern technologies that may become real very soon.

Well, soon or already real?

Neuromarketing is a great tool for Category Management!

Neuromarketing is a great tool for Category Management!

Tests using eyetracking and AI allow you to "win" on the store shelf.

Success on the shelf is the result of joint marketing and sales work, visibility of products on the shelf, great design, good branding and the optimal pricing strategy.

Persuasiveness, commitment, emotions in ads.

Persuasiveness, commitment, emotions in ads.

Effective advertising is persuasive, builds engagement, evokes positive emotions (and does not evoke negative ones) for a specific Area of Interest - brand, benefits, call to action.Calling emotions may be ineffective when it is not associated with the advertised brand, product or service!

Medical Devices in Poland

Medical Devices in Poland

The value of the Polish market for medical devices is 0.6% of the global, which is slightly less than 3% of the whole European market.

There is one strong polish medical devices segment - cardiology devices, worth over USD 700 mn (1.2% of the global medical devices market).

Social Media most active banks in Poland

Social Media most active banks in Poland

Dynamic operation in the network is the basis for building an image for each company. There is no difference in the financial industry.
Which bank effectively runs its strategy?What kind of activity most often appears on official profiles and to which group of recipients it goes?Do users engage in discussions about published content?Is the Bank in constant contact with their clients?

In the short summary, below is an example of the analysis of social media activities on Facebook (data from Sotrender November - December 2017).

Trends in the financial sector

Trends in the financial sector

Expectations towards banks and financial institutions are changing strongly under the influence of trends, generational changes, technology, changes in attitudes towards money and value.

Today in Poland we can observe the marginalization of those institutions which do not follow the changes taking place in their environment.Others, instead of maintaining coherence within omnichannel, suggest one-dimensionality of contact, regardless of the channel of reaching.

A poll for the President of Wroclaw

A poll for the President of Wroclaw

In the presidential survey, Alicja Chybicka leads slightly ahead of Mirosław Stachowiak-Różecka.The support of Kazimierz Ujazdowski is on the level of 15%, while Jacek Sutryk obtained 12% share of votes.

The electorate is distributed among several candidates.The difference between the third and the first position is only 5 percentage points.

Evaluation research

Evaluation research

Evaluation studies are carried out when social intervention is planned or implemented.

An example of evaluation research can be the assessment of the possibility of professional activation of disabled people or a training program for permanently unemployed people.

Evaluation research is also used to improve social campaigns (monitoring) and verify their effectiveness and achieve the set goals.

Hotel reservation effectiveness

Hotel reservation effectiveness

Through structure audits, content audits, navigation audits and adaptable recommendations, we help to identify barriers and increase the efficiency of hotel reservation systems.
Profitability is usually limited by the level, feature, element in the booking process:
► In-house online booking system works worse than other systems (Booking, Travelist),
► Users visit the site, but conversions - the percentage of reservations is still low.Prospective clients resign from the reservation too early,
► Website does not engage, does not release emotions.Clients do not know the value, brand DNA,
► Advertisement, marketing does not transfer the benefits of a service, content does not match an expectations and value of target groups.

Why are polls worth doing?

Why are polls worth doing?

Political polls are most often used to determine current political preferences.

They allow determining the level of support for a politician, a political group or for individual ideas, reforms, draft laws or political ideas.

The probe is not a poll.The survey is conducted on a representative sample of voters.The probe is a quiz on an unrepresentative sample of the probe recipients (e.g. social media followers).

Quantitative research - how to use them efficiently?

Quantitative research - how to use them efficiently?

Due to quantitative research, we are able to measure the scope of given phenomena and present in the form of countable, measurable quantitative variables.Quantitative research allows to answer the questions where, who, how many?

This type of research is useful when you want to know detailed profile of target groups, level of market shares or measure strenght of the brand (funnel, sentiment, awareness).

When qualitative studies help to achieve business goals?

When qualitative studies help to achieve business goals?

Qualitative research allows you to get answers to the "how" and "why" questions.

One of the most popular methods of qualitative research are focus group interviews (FGI) and in-depth interviews (IDI).During talking and integration with respondents, we get to know their opinion about the issues that interest us.

Neuromarketing - effective approach in the market research

Neuromarketing - effective approach in the market research

Neuromarketing research provides us with knowledge about human behavior.Neuromarketing allows you to analyze not only purchase declarations, but also to analyze your eye reactions, evoked emotions or involvement during packshot, logo exposition.

The advantage of neuromarketing is that it investigates unconscious reactions.

Shelf test - neuromarketing at PAULAT

Shelf test - neuromarketing at PAULAT

We believe that neuromarketing research provide actionable recomendations, which have impact on sales results.

The aim of our study was to evaluate, which brand attracts most of visual attention - Symbio or Crunchy Muesli?
 
Click and see which brand won the test.

The advantage of Crunchy muesli over others has been clearly observed in the results. Symbio tries to circle Crunchy by bunch of products but lose the battle of eye-catching.

Sorry Symbio, congrats Crunchy!

Design matters

Design matters

Mineral water category in Poland is characterized by little variation in sizes of bottles. Several types of capacities and shapes. Sometimes - a glass one. In Galicia, Spain, the local mineral water has 10 different sizes (shapes) and types of bottles.

Also, Cabreiroa brand makes great use of the packaging. The background is imprinted (on the layer adhered to the bottle), the front of the bottle has just the brand, the hero, type of the water and manufacturer name.

Great combination of design and marketing together with the needs of target groups and sales channels requirements.

Movies - research studies

Movies - research studies

Movie research requires a different pattern than "classic" communication studies. In our recently completed research, we have introduced an innovative three step approach consisting of quantitative research of viewers (the context of films and heroes), recording the reactions of viewers while watching a movie in a cinema and focus group discussion conducted just after the movie.

We used neuromarketing to evaluate the trailer.

Thanks to the combination of three mutually complementary approaches, we have created post-production recommendations to improve the movie. Our recommendations included: the way of introducing heroes, identification of unproductive scenes and shots, indication of required changes related to scenography, props, colors, sound and songs, length of shots, special effects, animations, etc.

The degree of application of our recommendation will be seen in September 2017.

PAULAT neuromarketing - examples

PAULAT neuromarketing - examples

Weve already conducted neuromarketing studies for more than 100 brands so we start to build benchmark indicators. Such indicators allow us to compare results with competition.

The No 1 (so far) is Coca-Cola spot, brillantly showing the brand and the product and connecting with emotions.   

Benefits - neuromarketing

Benefits - neuromarketing

The most important goals for spot/video testing are: improve persuasion, enhance attractiveness, fit the needs, attract attention (eg, by offering benefits, logo, call to action).

Over the past month we have analyzed using neuromarketing techniques: several TV spots, two Key Visuals, the movie trailer. We’ve changed the format (frame composition) of the promotional spots, indicated areas for improving the movie trailer and pointed out obstacles for the user's journey on the website (usability).