If you ask customers, they want the advertising to be interesting. Marketers, being less sentimental and more practical, assess the quality of adverting based on the impact it produces on sales. 

It doesn’t really matter much which messages ads transmit, whether they star famous or ordinary people and how “deep and touching” the depicted story is. Some say that true marketers even don’t care about what people think of the advertising. The only thing they really want to know is how the advertising influences the customers’ subconscious mind and whether it makes them buy or not. 

Marketers also know that the true attitude of customers to the advertising and product can be measured only through emotions which are very often hard to grasp through traditional surveys. Customers are very good at concealing their true attitudes toward the product or service. This considerably complicates the work of marketers in making advertising messages appealing to customers. 

Thus, in order to increase the effectiveness of advertising campaigns, marketers require effective tools able to collect precise information about customers’ reactions and emotions. Such tools are very important as very often respondents can’t link particular parts of the advertising to particular emotions, because, as a rule, they emerge on the subconscious level which is invisible for our conscious mind. Thus, true, raw emotions are very often overshadowed by our more practical, conscious mind. As the result, in surveys, respondents share the only general perception of the tested material, while more in-depth insights can be obtained only with the help of tools that can collect “unconscious data”.  

Let’s take a closer look at some of these tools which enable efficient mining of unconscious information. 

Emotion measurement   

Emotional advertising stands out more, is better remembered, and therefore performs more efficiently. Interesting fact - sometimes it is not necessary to evoke exclusively cheerful and positive emotions. Depending on the category of advertising, negative emotions can be quite appropriate (in a reasonable sense), for example, when it comes to advertising for medicines, insurance companies, or social advertising on sensitive topics.

Emotion measurement is one of the basic behavioral tools which allows to register and analyze reactions of respondents to the tested visual objects with the help of a simple web camera or eye-tracker and user-friendly software. With the help of this tool, you can see which emotions different parts of advertising provoke and analyze the reasons. 

Emotion measurement by CoolTool offers even more - access to the database of respondents from all over the world. If you are a CoolTool platform user, you can simply set a number of criteria, choose respondents who fit them and start your research right away. This option allows to significantly speed up the research process, obtain results faster and involve larger samples of respondents. It’s also worth mentioning, that large samples provide a better representation of data which can be then transformed into precise and actionable insights about consumers’ behavior.  

Eye tracking 

Contemporary eye-tracking is a far more advanced research tool than it used to be at the dawn of neuromarketing when it was associated with the fixation of eye pupils with the help of infrared rays.

Currently, eye tracking is on an entirely new level. You don’t need any bulky devices or special conditions to conduct eye-tracking research. Furthermore, modern technologies made it far more accessible to small and medium-sized businesses. All you need to conduct eye-tracking research is a web camera.

When testing marketing stimuli, you have to consider the importance of context, and the latest developments allow you to perform testing directly in the digital environment. You can track consumers' attention on websites, eCommerce platforms, and entertainment and educational platforms like YouTube.

The eye-tracking tool collects the data on eye movements and, at the end of the test, generates heat maps that allow you to measure whether an ad attracted attention, how much interest it evoked, and whether users noticed branding or specific communication elements.

Implicit tests

Advertising is one of the powerful tools for the creation of an association connection with a brand. For sure, such a connection should be positive. But how to understand the ad you produce will work on improving brand image, not destroying it? (We all know such negative cases) The best way to uncover how people percept not only an ad but a brand itself is an implicit test.

Implicit tests reveal how people perceive something on a subconscious level. They allow you to define:

- associations connected with a brand, idea, product, or person on an implicit level to use them for shaping brand image, and building further communication.

- brand equity (emotional appeal).

- how characters, colors, sounds in the ad influence the brand's attractiveness, etc.

Currently, Implicit tests have become a substantial part of most advertising research. Implicit tests provide you with insights that any other tool cannot provide. It's a really amazing neuromarketing research approach.

The key advantage of CoolTool is that the abovementioned technologies are integrated into its survey engine, which allows conducting the crosscheck of data obtained via different channels very quickly. Thus, whatever kind of advertising you are planning to test, the application of neuromarketing tools will allow you to get more useful and fast insights into customers' real emotions and feeling than any other research approach.