Neurological Study Proves Not All Product Videos are Created Equal
The Impact of The Desire Company Videos are 2-3X Greater Versus Traditional Advertisements in Boosting Consumer Purchase Confidence
INTRODUCTION:
In today's competitive marketplace, consumer purchase confidence plays a crucial role in influencing buying decisions. Companies are constantly exploring innovative ways to engage their target audience, educate them on their products, and build trust. One such approach is the use of videos as a marketing tool. In this case study, we will examine the results of a neuroscience study designed to measure the impact of the videos on consumer purchase confidence.
The Desire Company matches brands with experts to develop engaging and informative videos that showcase product features, use cases, and functionality – while connecting with the audience on an emotional level through product storytelling. To further understand the impact of these videos on consumer purchase confidence, The Desire Company's marketing team collaborated with the Cleveland Avenue Thinking House, a renowned research organization specializing in neuroscience-based consumer insights. This comprehensive study compared The Desire Company’s videos to the brand’s product advertising videos to measure the videos’ effectiveness.
OBJECTIVE:
In this study, The Desire Company sought to provide objective, third party data that would demonstrate the value of their videos in a quantifiable way. The goal was to prove that their videos outperformed the videos used or produced by the brands themselves when it came to increasing the viewers confidence in making a purchase.
The study involved a sample of respondents who were shown two videos – a Desire Co. product recommendation video and a traditional brand advertisement. The study employed a neuroscience-based approach to understand the impact of Desire Company videos on consumer purchase confidence, in collaboration with the Cleveland Avenue Thinking House. The respondents were then asked to rate their confidence in making an informed purchase decision on a 5-point scale, with 5 being the highest level of confidence.
In addition to the rating system, there was a Dynamic Video Neuroscience component. Each subject was outfitted with a wrist-based GSR device and camera. These devices are able to collect facial expression and eye tracking data via the iMotions platform.
METHODOLOGY:
The study involved a sample of respondents who were shown two videos – a Desire Co. product recommendation video and a traditional brand advertisement. The study employed a neuroscience-based approach to understand the impact of Desire Company videos on consumer purchase confidence, in collaboration with the Cleveland Avenue Thinking House. The respondents were then asked to rate their confidence in making an informed purchase decision on a 5-point scale, with 5 being the highest level of confidence.
In addition to the rating system, there was a Dynamic Video Neuroscience component. Each subject was outfitted with a wrist-based GSR device and camera. These devices are able to collect facial expression and eye tracking data via the iMotions platform.
The data was collected and analyzed using statistical methods to draw meaningful insights.The videos that were tested were for PUR 4-in-One Foundation featuring Nancy Rooney and a Kitchen Aid Stand mixer featuring Emily Hutchinson.
Click here to see the video example for Kitchen Aid.
RESULTS:
Findings from the study showed respondents indicated that they were extremely confident about making an informed purchase decision at a rate 2-3X higher after viewing a Desire Co. video versus a regular brand video.
