Haystack’s submission Car Clinics 3.0 is rewarded by ESOMAR as the industry’s best in demonstrating tangible impact of market research
We experienced in previous research that people can not always express very well why they like certain things and why some other things don’t feel 100% right. This becomes even more apparent when discussing products in the early stages of development, when people sometimes judge the execution rather than the fundamental structure, design and lay-out of a new interior prototype for example. So the question is: can we as market researchers contribute to making better cars through better and more innovative research?
To answer this question we decided to run a methodology test comparing neuro-marketing with traditional research methods. To limit the complexity of this we also decided not to work with Toyota stimulus material, which was still confidential at that time, but to use only existing stimulus from competitors used in previous research.
The right mix of tools
At Haystack, we don’t believe that one size fits all! And we believe you should capture behavioural and biometric data along with traditional verbal measures to understand consumers’ feelings and elaborate on their behaviours.
We believe in the right “mix” and this is also the base of the setup of this case study. Putting the right methods in place to answer your questions: eye-tracking, neuromarketing tools combined with conventional quantitative and qualitative interviews.
- A stimulus is exposed to consumers and meanwhile their eye gazing, their brain waves; through EEG, and their micro “goose bumps” through GSR, are traced and recorded…
- EEG captures on long term emotional engagement – more specifically relevance. It measures the brain activity in the frontal cortex and is based on the avoidance and approach theory. If there is more activity in the right hemisphere, there is more avoidance, negative engagement & feelings. When there is more activity in the left hemisphere, there is approach, a feeling of embracing so more positive feelings and engagement. In the output it looks like this, red bumps are positive emotions, blue ones are negative emotions and the yellow is neutral.
- The usage of eye tracking, where we will track where the eyes are looking at. So the more red the spot is, the more intense people looked at the element.
- Last, GSR Galvanic Skin Response, captures on short term arousal – more specifically, activation; which is scientifically proven to highly correlate with Purchase Intent and liking. The higher the peak the more activating the scene or the element was to consumers.
The combination of those three techniques together with the verbal measures after this exercise (quant and qual) gives a real added value.
So what did we learn from this study?
- Consumers have difficulties to verbally express liking. Objective measurement is needed to get hold of the emotional engagement
- It’s not only the overall evaluation that matters, all the individual elements have to be engaging emotionally for long term success…. 1+1=3
- Even small details in the car can evoke strong emotional reaction, ultimately affecting the overall liking of the car
For Toyota this means that we can test already early in the development stage using these techniques and make better cars all in the end.
To end, we have an important message to you: always keep in mind that your consumers make their choices rather unconsciously… So, for a better insight about your consumers, you need to approach them with a multimode research design capturing on their emotions, behaviour as well as their verbal claims.