.A giant leap that will forever change the precision of market research
With EVALUATE, WHY5Research successfully introduces the use of neuroscience into qualitative market research. By combining in depth understanding of consumer psychology and neuroscience, we are able to better understand and confirm the subjective through the objective. We are moving further than ever, grasping what would otherwise go unnoticed and unappreciated. This new research approach is designed to offer you even more reliable and concrete advice.
Applying EVALUATE in practice
We have successfully used EVALUATE to pre-test communication concepts. Using a “narrative story” we pre-tested a commercial for the funeral insurer, DELA. The insights we identified through the EVALUATE approach generated decisive recommendations that helped to make selections for further execution and improve the effectiveness of their campaign.
Using both Brain Waves Measurement and Qualitative Diagnostic Research, we tackled four executions: “Stubborn Donkey”, “Grandma Fyring Pan”, “Supermarket” and “Doing the Dishes”. Read more …
“Great to discover how Evaluate brings neuroscience down to a concreteand actionable understanding of the way our brains react to a commercial.”
Christiaan van Mansfeld, Deputy Managing Director DDB&Tribal Amsterdam
“I find the combination of conscious and unconscious research an excellent marriage. Classical methods do not become obsolete nor does neuro research become the Holy Grail. Why5research knows how to combine both worlds perfectly, so that they can go hand-in-hand and you get the best insights there are.”
Joost Augusteijn, communication research Rabobank