asiCast 199: Beyond exposure to measuring consumer behaviour
Subconscious motivations indicated by people in their media and content choices are reflective of choice behaviour made elsewhere in their lives. Work undertaken by RMT Labs in partnership with Wharton Neuroscience has developed a resonance metric which profiles audiences by programme choices rather than standard demographics like age and sex.
In this asiCast, Brian Jacobs of BJ&A discusses the development of this measure with Bill Harvey, Founder of RMT Labs. An enormously influential figure in media research, Bill pioneered the use of set-top-box data and the development of addressable advertising. Brian asks Bill about the development of neuroeconomics out of behavioural economics and how that helped determine the 265 key psychological variables that predict consumer behaviour across categories.
In Bill’s view, earlier attempts to apply neuroscience to advertising failed because of a combination of cost, slow delivery of results and scepticism around the artificial lab conditions. Besides which, the industry became seduced by fast and cheap digital metrics. RMT Labs overcomes the previous challenges facing neuroscientific approaches by avoiding asking questions and instead inferring motivations from observed behaviour, which is altogether more reliable.
The benefit of this approach is evidenced by the way in which it helps develop plans across media that deliver measurably better new-to-brand acquisition, performance and long-term brand growth. This sets it apart from the short-term reminder effect to current buyers that characterises the strengths of digital.
Bill will be speaking with Pat Pellegrini, President & Chief Executive of Vividata, at this year’s asi International Television & Video Conference in Venice, on 4th-6th November.
Bill Harvey talks with Brian Jacobs:
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