What you see as an advertiser is NOT what the audience really gets

Complementing survey research with non-conscious tools allows researchers to gain a better understanding of what really drives consumer decisions: emotions, biases and stereotypes.

Introduction

Usually, people remember what impresses them. Therefore, modern ads increasingly appeal to people's feelings and qualities. Such ad campaigns as "We believe: The best men can be" from Gillette, "Find Your Greatness" from Nike and "Giving" from Guinne