Science, Agency Work and Industry
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"Sex? I’d rather have a cup of tea!" (Boy George) 

Friday, March 31 15:30

Connecting the Dots between Science, Agency Work and Industry

How to solve a client’s dilemma of gaining new markets without losing old ones. 

Together with Prof. Dr. Bernd Weber and Bünting Tea Gesa Lischka tested different designs of  tea packaging in the fMRI. Bünting is a well-known tea brand in the north of Germany and also owns supermarkets all over Germany. Their dilemma was, that they have very loyal clients in the North of Germany (unsupported brand awareness of Bünting tea in the North of Germany is higher than that of Coca Cola!). However, in the south of Germany hardly anybody knows the brand.

Their goal was to gain market share in the South (therefore they had to adapt the design) without losing shares in the North of Germany.

Take away for the audience:

- How to use an fMRI for evaluating design
Theory translated into real life practice
- A how to description interesting for agencies and industry clients


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neuromarketing world forum

The latest human behavior insights in the context of today's business world.
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See you next year in Singapore! (March 7-9, 2018) 

Order the videos »