Clip or Click? NeuroFocus Study Shows Online Coupons Top Print in Effectiveness — But Adding a New Branded Element Reverses the Results April 27, 2009
Posted by Mark Blei in : Uncategorized , trackbackBrainwave-Based Research Reveals First-Ever Analysis of How Consumers Respond to Coupons at the Deep Subconscious Level
BERKELEY, Calif.–BUSINESS WIRE–As the economy drives millions more consumers to use coupons, and online coupon sites report record traffic, manufacturers and retailers seek to know: which is more effective, print or web-based versions?
NeuroFocus, the world’s leading neuromarketing company, announced the results of the first research that examines consumer responses to coupons at the deep subconscious level of the brain. The findings carry significant implications for marketers as coupon use accelerates across many demographics.
NeuroFocus’ study analyzed consumers’ brainwave activity and combined those findings with eye tracking and galvanic skin response measurements to arrive at results that reveal how print and online coupons fared in three primary neurological measurements:
Key Neurological Metrics:
Attention
Emotional Engagement
Memory Retention
And three additional Market Performance Indicator metrics derived from the KNM’s:
Market Performance Indicators:
Purchase Intent
Novelty
Awareness
Overall Findings:
Online coupons have significantly stronger potential appeal to consumers than print coupons
The research shows that across the board, the online version of a coupon outperformed the print version, by wide margins in almost every one of the neurometrics categories. Only in Memory Retention were the two coupon types close, and even there the online version still held a significant advantage.
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