Article
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WARC Best Practice, September 2019
This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.
Research Paper
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Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Digital First, March 2020
In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.
News
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28 February 2020
Bacardi, the drinks giant probably best known for its eponymous white rum brand, has been experimenting with voice marketing for several years and the experience of using platforms like Amazon Alexa and Google Home has prompted the company to ...
Article
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Research on WARC, January 2020
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Article
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WARC Evidence, January 2020
Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
Opinion
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Lona Meza, November 2019
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research.
Article
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Lona Meza, Event Reports, Brainy Bar 9, October 2019
Looks at neuro-research into how sensorial marketing can impact in-store sales.
News
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18 October 2019
Marketers of products like chocolate, beer, honey and even marijuana could benefit from adopting a “synesthetic” approach that causes multiple senses to interact, according to an article published in the Journal of Advertising Research (JAR).
Article
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Rory Byrne, Admap, October 2019
Asks whether brands should break boundaries and questions the ways in which companies behave in these immersive worlds.
Research Paper
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Kathryn A. LaTour, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 263-267
This article examines how better to engage consumer learning synesthetically through managerial communications with hedonic products.
Research Paper
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Joe Sauer, Lauren McGuire and Nic Thomas, ESOMAR, Congress, 2019
Nissan, the car manufacturer, tested the use of sound to create an iconic 'sound experience' that would promote the brand identity of its electric vehicle portfolio in Asia, Europe and North America.
News
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29 August 2019
Colour is a driver of brand awareness and is inextricably tied into a brand's visual language, argues an industry expert in a new WARC paper.
Article
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Michael Scantlebury, WARC Exclusive, August 2019
Looks at how colour triggers a response within the brain and how marketers can use this to market effectively, particularly on social media giant Instagram.
News
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09 July 2019
Diageo’s belief that voice is “a great way to enhance the whisky-tasting experience” has been demonstrated sufficiently with its Talisker single malt for the drinks giant to consider rolling out the approach to other products in ...
Article
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David Adamson, Admap, July 2019
Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.
Research Paper
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Siew Hoong Chan and Nasrin Shafeghat, ESOMAR, Asia Pacific, 2019
Takasago International (Singapore) collaborated with Macromill and Centan in a neuro-physiological study evaluating consumers’ flavour preferences in Indonesia.
News
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24 May 2019
Quick-service restaurant chains may be able to fuel purchase intent by tapping “physiological appeals” based on sensory or behavioural imagery in their TV ads, a study published by the Journal of Advertising Research (JAR) has found.
News
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17 May 2019
Smells (and bad smells especially) are an emotive subject for consumers – and nowhere is that more evident than in washrooms, an often neglected part of the user experience in retail outlets.
News
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16 May 2019
Firmenich, the Swiss fragrance and flavour company, has developed a novel research use for VR, deploying it to useful effect in consumer tests for laundry detergent scents.
Article
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Brian Carruthers, Event Reports, MRS Impact, March 2019
Two examples of how brands are using an innovative approach to understand consumer emotions.
News
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17 April 2019
Marketers are missing a trick by not opening their minds to opportunities afforded by unlocking sensory power from tangible brand assets, according to an industry figure.
Article
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Brian Carruthers, Event Reports, IIeX Conference, February 2019
By using VR to immerse research participants in an appropriate context, fragrance firm Firmenich believed it could gather better quality data.
Research Paper
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Karin Loobuyck, Ludovic Depoortere and Jasper Scheir, ESOMAR, Congress, 2018
Barry Callebaut, a cocoa producer and grinder, applied the Symphony of Senses Model to innovate in a consumer-centric manner in Belgium.
Research Paper
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Diana Lucaci, ESOMAR, Congress, 2018
Studies show that multi-sensory customer experiences trigger more activity in parts of the brain connected to feeling and memorability, which marketers can capitalise on using physical media enhanced with sound, scent and touch sensations.
Article
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Emily Barley, Event Reports, Festival of Marketing, October 2018
Automaker Honda is marrying data with a range of new technology to reach consumers in ways that are relevant, rather than personal.
