Neuro Marketing

A few years ago, when Tata Sampann was working on a recast and new visual brand identity, it experimented with a new way of figuring out what would work and what would not. Rather than the usual focus group discussions and surveys, it opted for neuro research. "The thought was to use the technique and understand elements that capture attention, high points of emotional engagement and trigger memory retention to create packaging for the brand to make it stand out from the rest," says Richa Arora, president, packaged foods, India, Tata Consumer Products. From eye tracking to virtual reality-based tests, Tata Sampann used novel techniques to gauge the subconscious feelings of consumers about the design and how they reacted to it. As a result, says Arora, it could come up with clutter-breaking appeal in its final packaging and visual identity.