Behind the Mind: How the brain reacts to printed and digital communication

FOR MANY YEARS, POSTNORD HAS
carried out traditional surveys of consumer
attitudes toward printed and digital communication.
In April 2016, a step – no, a leap
– forward was taken.
It was then that PostNord, in association
with Ipsos and Neurons Inc., conducted the
first neuromarketing study in the Nordic
region: Behind the Mind. 200 people took
part, which is considered to represent an
extensive study within this methodology. In
addition, actual brands and real campaigns
were tested for the first time.
Using neuroscientific methods, this study
measured how the brain actually responded
to different types of communication. The
study provides a deeper understanding of
the roles that printed and digital communication
play in people’s day-to-day life – and
it may give an indication of where and when
the different channels work best. The study
offers answers both to how effective printed
and digital advertising, respectively, are in
different situations, and how printed and
digital advertising work in synergy with
each other.

Publication: 
PostNord
Author: 
PostNord
Document Type: 
Research
Paywall: 
Free

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