As some of you know, I poke (and poke again) fun every once in awhile at off-reservation market research techniques, but some newfangled tools reinforce some old and worthy observations.
NeuroFocus says that a number of studies between 2006 and 2007 have yielded 60+ best practices intended to help marketers craft more engaging and effective visual materials. Through some trippy tools with names such as “galvanic skin response” and “electroencephalography” (which sounds painful), the company has created guidelines including the idea that individuals absorb text/information better on the left and visuals/graphics on the right. There’s a lot more to it – and Nielsen has made a strategic investment in the firm, which always makes my ears perk up - so I think the company’s work bears following.
One part that does seem new and notable to me is the conclusions they are able to draw when contrasting men and women and (dominant) English- vs. Spanish-speaking subjects.
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